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Liquid Interactions: A Conceptual Interaction Framework for the Future Now

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Design for Tomorrow—Volume 1 (ICoRD 2021)

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 221))

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Abstract

Gartner predicted that by 2020, customers would manage 85% of their relationship with an enterprise, without human interactions. Here we are—more than halfway past 2020 and in times where this prediction is becoming a reality. To minimize human interactions with customers, the common (mis)perception and low-hanging fruit is the adoption of conversational technologies such as Chatbots and AI via a multitude of channels. Brands are already cognizant that customer journeys have become dynamic, fluid, and unpredictable, as they consider usefulness, stay mindful and design for rapid changes in consumer desires. Customers tend to act on their needs of the moment—their expectations high and patience low. This new-age customer behavior alludes to the relevance and usefulness of making interactions flow like liquids through swift, seamless, and sticky micro-moments for a unified Omnichannel and multimodal ecosystem encompassing online and offline. The framework attempts to evolve a modern layer over known popular Interaction Design Principles to support liquidity in user experience.

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Notes

  1. 1.

    https://emarsys.com/learn/blog/multi-channel-marketing-omnichannel/#multichannel_omnichannel.

  2. 2.

    https://www.merriam-webster.com/dictionary/multimodal.

  3. 3.

    Bourguet, M. L. (2003). “Designing and Prototyping Multimodal Commands". Proceedings of Human–Computer Interaction (INTERACT'03), pp. 717–720.

  4. 4.

    https://www.jacada.com/blog/what-s-a-multimodal-customer-experience/.

  5. 5.

    https://web.archive.org/web/20120904120034/http://www.sfmoma.org/about/press/press_exhibitions/releases/880.

  6. 6.

    https://www.vitsoe.com/gb/about/good-design.

  7. 7.

    https://www.nngroup.com/articles/ten-usability-heuristics/.

  8. 8.

    https://www.cs.umd.edu/~ben/goldenrules.html.

  9. 9.

    https://hbr.org/2002/01/turn-customer-input-into-innovation.

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Author information

Authors and Affiliations

  1. Cognizant, Chennai, India

    Shweta Chaudhary, Archana Balaji & Sunil Ganesh

Authors
  1. Shweta Chaudhary
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  2. Archana Balaji
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  3. Sunil Ganesh
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Corresponding author

Correspondence to Sunil Ganesh .

Editor information

Editors and Affiliations

  1. Centre for Product Design and Manufacturing, Indian Institute of Science, Bangalore, Bengaluru, Karnataka, India

    Amaresh Chakrabarti

  2. IDC School of Design, Indian Institute of Technology Bombay, Mumbai, India

    Ravi Poovaiah

  3. IDC School of Design, Indian Institute of Technology Bombay, Mumbai, India

    Prasad Bokil

  4. IDC School of Design, Indian Institute of Technology Bombay, Mumbai, India

    Vivek Kant

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Chaudhary, S., Balaji, A., Ganesh, S. (2021). Liquid Interactions: A Conceptual Interaction Framework for the Future Now. In: Chakrabarti, A., Poovaiah, R., Bokil, P., Kant, V. (eds) Design for Tomorrow—Volume 1. ICoRD 2021. Smart Innovation, Systems and Technologies, vol 221. Springer, Singapore. https://doi.org/10.1007/978-981-16-0041-8_33

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  • DOI: https://doi.org/10.1007/978-981-16-0041-8_33

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-16-0040-1

  • Online ISBN: 978-981-16-0041-8

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