The question remains whether technology serves as one of the chief influences of consumer behavior or if the correlation is actually reversed. Nevertheless, both seem to complement one another, especially as we continue to see many of the trends that shape consumer technology, adopted and integrated into the vast landscape that encompasses enterprise technology. It’s safe to say that we are in the midst of an expanding trend that reflects how users’ personal consumption habits are being translated and applied in the workplace. For startups exploring the space, there seems to be quite the advantage in developing products that incorporate some of the core principles of consumerization to compete and gain market share over less nimble legacy companies.
When it comes to enterprise software, we have now entered an era where design matters and what is ultimately presented to the user, in terms of interface, should reflect the quality and expertise behind the technology being represented. Design and overall user experience are, without-a-doubt, deal-breakers when aiming for repeat application use. When comparing two very similar products, with so many high-performing, high quality software applications, general aesthetic and functionality will play a larger role as a significant differentiator in the decision-making process and ongoing application for end users. A recent article by Apratim Purakayastha, CTO of Skillsoft Corporation states, “Now, every tool that is used by employees must provide a world-class user experience. Employees will not adopt tools without a memorable experience.” With top-performing digital media outlets, social media and consumer applications consistently updating their design aesthetic to provide an improved user experience, we are seeing these same themes resonate through enterprise tech.
It has also become clear that mobile integration of enterprise software is no longer an option, but rather a requirement. Millennials have come to dominate the workforce and programs that have the ability to provide cross-platform mobile integration are critical to long-term adoption. Programs and applications need to be easily accessible across multiple platforms beyond the desktop, including but not limited to wireless laptops, mobile phones, tablets and other smart devices. Touch integration has also become a valuable asset as many of the most popular consumer products include this feature. More demanding fields and responsibilities for employees call for virtually everyone to be ‘on-call’ 24/7 – meaning core programs in the workplace need to be available outside of the typical ‘9-5’ environment and have the ability to facilitate sharing and collaboration amongst multiple people/teams.
The idea that the more user-friendly the design, the more productivity you will see from users/employees continues to gain clout. Employers actively investing in next-generation enterprise products that incorporate defining features of consumer-centric programs are likely to experience greater productivity, adoption and less of a learning curve for their employees. Because of the fast-paced, high-pressure atmospheres of many workplaces, users tend to have a lower tolerance for the extended training time needed to master unfamiliar interfaces. Most will be primarily concerned with ‘How quickly can this technology be integrated into daily activities?’, ‘How similar is it to programs I have become accustomed to?’, ‘How long will it take to master these operations to achieve maximum efficiency at assigned tasks?’ According to Forbes, “Humans are innately attracted to aesthetically-pleasing interfaces and data shows that well-designed interfaces lead to greater productivity because users aren’t encumbered by complicated or unintuitive actions.”
Young startups should take note that the consumerization of the enterprise is here to stay and be sure that this concept is ever-present in business and production strategy. Enterprise user preferences continue to grow more sophisticated and reflect the consumption habits they have become accustomed to in daily life. Moving forward, we’ll continue to see a convergence of B2B and B2C companies, ultimately resulting in a need for B2B companies to adapt dynamic marketing and sales techniques to sustain this hybrid world. This is not necessarily a roadblock, but rather an opportunity to embrace the evolution of a dynamic industry and focus on introducing new solutions that streamline and improve experiences for users.