Mike Gualtieri (Forrester) believes that “developers are stuck in a design paradigm that reduces app design to making functionality and content decisions based on a few defined customer personas or segments.”
The answer to developing apps that dazzle the digital consumer and making your company stand out from the competition lies in what Gualtieri calls Predictive Apps. Forrester defines predictive apps as:
Apps that leverage big data and predictive analytics to anticipate and provide the right functionality and content on the right device at the right time for the right person by continuously learning about them.
To build anticipatory, individualized app experiences, app developers will use big data and predictive analytics to continuously and automatically tune the app experience by:
- Learning who the customer (individual user) really is
- Detecting the customer’s intent in the moment
- Morphing functionality and content to match the intent
- Optimizing for the device (or channel)