As physical interfaces give way to voice interactions, the uniformity of mobile apps will naturally evolve to offer more spontaneity and free-flowing conversation. Each interaction will be unique and customers will come to regard those interactions as personal—developing brand affinity and making it more difficult to abandon the app.
While a voice assistant will likely not reach the level of “Samantha”—a voice assistant characterized in the movie “Her” that shares a love story with a human—our attachment to voice entities is real. People begin to associate the sound of a voice assistant to a brand and attach a personality to it. Companies that understand the potency of this kind of relationship will capitalize on it to create voice assistants for their apps, and other channels, that reflect the personality of the brand and deliver company values.
Using a voice user interface to create personal connections begins a customer journey that will lead to more time spent solving problems and getting answers on the mobile app, freeing brands to extend their customer service capabilities and increase offerings.
3. Reduce friction
Deciding to implement a voice assistant for your mobile app may involve analyzing the navigational flow and the friction points for users to get a clear picture of how much a voice UI could improve user engagement—and then using that data to get all company stakeholders on board.
Ask yourself these questions and use the answers to inform your next steps toward voice-enabling your mobile app:
- What’s the current search flow?
- Does it involve layers of refinements and filters?
- Are these refinements heavily used during the user journey?
- What are the steps to complete a key action in the app?
- Does completing an action require multiple clicks and in-app navigations?
Chances are, the answers to these questions will lead you to the most logical conclusion: Your mobile app requires multiple steps along a rigid, defined, and restrictive menu tree to complete an action, make a request, or get information.
Regardless of how well your UX has been designed, it can only deliver the level of functionality and convenience allowable under the normal constraints of a touch screen. Voice-enabling the app not only increases the convenience, it makes completing the task faster and less frustrating.