With January behind us, Hamilton Jones is considering some of the digital trends set to come our way this year.
2016 is already shaping up to be an exciting year for digital, and we in the digital team are always keeping an eye out for new trends, looking at what they mean for Macmillan and how we can respond to them. Here are our top five digital trends to watch out for this year and the work everybody here in the team is doing in-line with them:
1) Unifying the online and offline user experience
As digital continues to work its way into everyone’s day-to-day lives, we are coming to expect seamless integration between online and offline. With many users’ journeys seeing them hit several touch points across both of these mediums, 2016 will bring more technologies that help organisations make their user experiences unified.
Macmillan users could see a great benefit from technologies that allow us to unify how we support people across their journey, and we are already starting to implement them: The My Macmillan area of our website has been designed to help users to feel more supported by giving them easier access to information relevant to their existing journey. When someone logs in they are able to save pages on a dashboard that they can access later, which also displays pages they’ve recently viewed. To further unify the dashboard with other parts of the website, we have developed single sign-on with our be.Macmillan domain and allow users to input their postcode to find out what’s in their area.
2) 24-hour technology that doesn’t sleep
Anytime. Anywhere. That’s the internet, and it doesn’t go to sleep. 2015 saw many organisations respond to the rise in user generated demand of always on services, but in 2016 we’ll see mass adoption of in-house and external social to be the main point of contact for out-of-hours services.
We know that cancer can be a scary place, that’s why we’re trying to make sure that nobody faces it alone. Because of this we are already offering several services for users outside of office hours. Our social media accounts and Online Community are manned on weekday evenings and for several hours over the weekend. Our website has information standard approved content that people can access at all times of the day and night, while the online community also offers peer-to-peer support that is accessed by users around the clock.
3) The year of connected devices
The internet of things is quickly becoming the internet of everything as new connected devices are starting to appear almost daily. With the advent of wearable technology and a rise in healthcare orientated apps, patients and healthcare professionals are being given the chance to diagnose and treat certain illnesses like never before. The scope for how this could impact people’s health is huge – from contact lenses that can read blood glucose levels to games that improve emotional wellbeing.
In the UK however, it might take longer than until the end of 2016 to see these really impact people affected by cancer. Without a data standard in place for apps, healthcare professionals and organisations are unable to fully utilise their potential, but we are excited to be working with organisations like the NHS on the opportunities for standards and accreditation in areas like apps.
4) Personalised data gets more personal
We are already growing used to being connected in every way, and we’re producing huge amounts of data about ourselves. Using this to create personalised experiences isn’t something new, but 2016 will become more dynamic, creating experiences that reflect people’s changing needs and preferences over time.
We want to help everyone affected by cancer to take control of their journey and access the support and information they need at a time they need it. By helping people express preferences, they enable us to provide them with personalised information that’s relevant to them and their location, while also making recommendations on where to go next. This has the potential to empower people to navigate the system, make decisions about treatment and take control over their healthcare journey.
5) Virtual assistance
Most smartphone operating systems now have personal assistants: Siri, Cortana, Google Now (this one’s tragically lacking a space-age name), and they’re starting to learn like humans. A lot of work over the past few years has been put into virtual personal assistance, with the ultimate goal of making them so slick that the user can be completely conversational and still achieve their desired outcome.
Somewhere down the line we could be using technology like this to offer support to people affected by cancer, but where we see the most benefit for this tech in the near future is to enable our healthcare professionals to have even more information at their fingertips, helping them be even more amazing for people affected by cancer.
Questions about this post? Leave us a comment below or tweet us @mac_digital. We’d love to hear from you!