Three things UX professionals should focus on when creating proactive experiences:
1) Removing friction from customer journeys.
Paying for goods used to require taking out your wallet, swiping a debit card, entering PIN numbers, and the like. Not any longer. Using PayPal Beacon, customers simply tell the merchant they want to pay with PayPal and the transaction is automatically completed. In addition, this system can enable sales associates to better serve customers by making essential customer information such as sizing, past purchases, and preferences available in real-time.
2) Giving customers guidance, not data.
BodyMedia FIT coach not only alerts you when it anticipates that you will fall short of your daily calorie burn but also provides personalized recommendations on how you can course-correct to get back on track. For example, when it determines that too many of the calories you consume are coming from fat, it pairs that alert with a helpful tip on how to prepare foods in ways that add flavor without using so much fat.
3) Helping customers achieve their higher goals.
When customers use Wallaby Financial’s app to make a purchase, the financial startup analyzes the purchase and recommends the best credit card to use based on individual preferences and program rules, such as rewards, balances, annual percentage rates, due dates, and special offers. Wallaby also analyzes your spending and recommends an optimal mix of credit cards to achieve your desired goal, whether it’s maximizing airline points, cash back, or other rewards.
Read more: http://uxmag.com/articles/proactive-experiences-and-the-future-of-ux