AI can’t predict product success. That’s a job for human-centered design.
Welcome back to Now & Next, your monthly dose of news, insights, and trends exploring where digital is now, and where it’s going next. For June, we’re focused on the importance of a human-centered approach to ensure that innovative initiatives — from AI to personalization to digital health — deliver on their potential.
AI cannot yet match the depth of human empathy and understanding gained from research and user testing. That’s why a people-centered approach is essential for businesses that want to position their digital products as user-friendly and ultimately gain a competitive advantage. Innovations like Apple’s first mouse, which incorporated feedback about how the device felt in user’s palms, or like Spotify’s analysis of user data to create more personalized playlists, hinge their remarkable engagement and growth on a key metric — relevance. In the world of B2B, a Google study found that purchasers are almost 50 percent more likely to buy a product or service when they see personal value — such as opportunity for career advancement or pride in their choice — in their business purchase decision.
Cultivating human-centered design at your organization? Learn how to create a human-centered digital experience.
Tune in
ICYMI: Generic to Genuine: Leveraging Personalization for Stronger Employee Engagement
According to Gallup , employee engagement has dropped to its lowest in over a decade (30%), yet companies with highly engaged workforces outperform their peers with higher earnings per share . One way to improve employee engagement? Make sure people feel seen and heard — not like another cog in the wheel.
Delivering personal digital workplace experiences was the focus of a recent webinar, “Generic to Genuine: Leveraging Personalization for Stronger Employee Engagement ,” featuring Michael Stineman , EVP, Growth at Modus, Jon Minnick , Special Projects Manager, Ragan Communications and PR Daily , and Zeke Egbo , Channel Partner Manager at Staffbase . To create personalized messages that resonate, digital leaders will want to use strategies similar to how they approach customer engagement.
What to do about personalization for internal comms now:
Start where you are. Assess the current state of personalization and engagement within your internal communications programs.
What to do next:
Go to the source. Rather than rely on top-down strategies, ask employees and other stakeholders where personalization will bring the most value to company communications.
Balance segmentation with sustainability. Investing in modern solutions such as intranet tools that allow for personalization requires that you have differentiated content to keep up with each audience.
Modus happenings
We’re speaking at HealthIMPACT
Heading to the HealthIMPACT Live Forum in NYC, June 12-13? We’ll be there while our Chief Innovation Officer and Healthcare Lead, Jay Erickson , takes the stage with Scott Bradley , Digital Health & eClinical Technology Leader, 诺华 , to share how to bring a consumer experience lens to digital health. The conversation, “Digital DTC - Lessons in Consumer Engagement,” will dive into how healthcare organizations, including hospitals, can leverage digital technologies to engage patients and improve treatment outcomes.
See you at CX 2024
Modus will join customer experience leaders at 弗若斯特沙利文公司 ’s Customer Experience 2024 in Orlando, July 15-17. Modus’ EVP Growth, Michael Stineman , is thrilled to lead a roundtable conversation, “Integrating Multiple Platforms and Channels to Deliver a Unified CX," diving into how to deliver a consistent CX across touchpoints, interfaces, and experiences.
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Did you know?
While Congress has been slow to act on AI, states are moving to pass patchwork AI regulation, potentially causing a compliance headache for businesses. Last month, Colorado passed a consumer protection bill that requires developers and deployers of “high-risk” AI systems to use reasonable care and prevent any foreseeable algorithmic discrimination. Utah and Tennessee have also passed policies to require disclosure of the use of AI to prevent use of the technology without consent.
Most recently, California lawmakers are advancing sweeping measures to protect consumers and jobs that could critically impact AI governance. As the state is home to 35 of the top 50 AI companies , any regulation the state enacts is expected to set the standard. Among the proposals: Required safety tests for future generative AI models, mandatory emergency switch-off capabilities if the technology goes rogue, prevention of discrimination for housing and healthcare, and protection of intellectual property, including that of entertainers. The threat of AI developers stealing IP or mimicking the voices and likeness of singers and actors has already spawned a range of lawsuits, from the The New York Times to Scarlett Johansson . California is expected to vote on the proposed legislation by Aug. 31.
Looking for a digital partner with expertise in AI strategy and prototyping, as well as change management and governance? Learn more about Artificial Intelligence services from Modus today . Want to go deeper? We'd love to chat !