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Create a proactive experience in the UI

Saturday, August 16th, 2014 by Servage

Proactive User Experiences (UX) DesignHistorically, web programmers have been concerned with providing great user experiences at the moment a visitor enters a website or begins usage of a mobile app. Our primary motivation has always been delivering excellent presentation of information, regarding services or products. We seek to make the users’ journey smooth, happy, and convenient by utilizing the latest tools and technologies available on the web and/or with mobile platforms.

Now, that history is being updated based on anticipation of user experiences. We need to think about the users before they arrive on our website, web application, mobile app, or even in our brick-and-mortar store. The objective now is to personally know our visitors or customers by observing their behaviors, preferences, and most importantly their needs before they take any action.

For instance, Google Now is keeping close eyes on your daily routine through caches, histories in your browsers, your bookmarks, and even your clicks on a website. Based on your preferences, habits, and your actual needs, Google Now fetches traffic and weather info before you are requesting it. It is capable of retrieving directions for an off-site meeting, and setting or modifying reminders according to the traffic conditions on your possible routes.

Creating Proactive Experiences

When creating proactive user experiences in your mobile or web development, your designs and code will adapt to context-based logic and presentation. You are closing gaps between actual problems and their possible solutions, by integrating information and personalizing experiences based on user context. Therefore, you need to take certain items into considerations during proactive UX designing, such as:

Make Sailing Smooth: you need to construct a smooth journey for your customers by removing obstacles before they are occur. For instance, knowing that a shopper will pay using their debit card, entails the anticipation that he has to open his wallet, swipe the card, input the PIN number, and finally watch the process complete the transaction. Additional consideration is given to confirming their data is secure, through proper encryption plus success of transaction through merchant notification, or a receipt of sale.

Now, if you are a proactive UX designer, you will introduce latest mobile/web services of PayPal and Beacon-like providers, which store user data (personal and buying related). These offer highly secure methods which accomplish transactions automatically without forcing your shoppers into the long chains of actions described above for a credit/debit card transaction.

Offer Proper Guidance: our web applications or mobile apps, in many cases, issue notices or warnings that produce data for relevant comparison and analysis. Thus, our tendency is to leave decisions and further actions to our visitors or customers. With proactive UX, we never simply present data to users. Instead, we offer proper guidance that can ultimately resolve their problems.

Help Users to Hit Their Goals: today, we have excellent analytical software for developers. We can use these tools to offer the best possible recommendations for our users, so they can easily achieve their intended goals. Moreover, our users may take advantage of additional services we provide. In the case of Wallaby mobile app, users receive recommendations for their credit cards, based on previous purchases, marketing incentives, and their budgets.


Technology is advancing in all spheres on our planet. With each advancement, technology is also changing how we are evolving. Prior to today’s technical wizardry, we were focussed on the productivity of our lives. But now, technology enables us to live our lives with greater ease and comfort, by allowing us to interact with the world around us in ways that our ancestors never experienced. Proactive user experiences offer humanity a way to stay ahead of the game while technologies continue to be an integral part of our lives.
References & More Reading
Proactive Experiences and the Future of UX
Wallaby Financial’s


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