Latest UI/UX thinking

We’re constantly scanning the digital ecosystem to understand and build upon the latest thinking so we’re ready to stimulate our clients with new ideas. Here are some of our latest thoughts

Headless Content Management System

A headless Content Management System, or headless CMS, is a back end-only web content management system that acts primarily as a content repository. A headless CMS makes content accessible via an API for display on any device, without a built-in front end or presentation layer. It supports a content marketing strategy where content needs to be published to various channels.

Key benefits?

Headless CMS is easier, faster, and more flexible to develop on. Not only are you able to pick your programming language, but a headless CMS is also API driven so you can build your “head” (presentation layer/frontend) end to end,  enabling content-rich experiences to be created, managed and exposed to any digital device.

Speech recognition

Speech Recognition lets you control your PC, voice or mobile device by voice alone, without needing a keyboard or mouse. It allows for a hands-free, eyes-free way in which users can interact with a product while focusing their attention elsewhere. Convenience and wider access may be important to users. In the FS space we envisage use for forms and interaction with AI driven dynamic tools.


Artificial intelligence (AI) has the ability to automate work processes using algorithms and machine learning technology. There are various examples of applications already in the FS Sector and we can only see the use of AI growing as businesses look to reduce costs and improve efficiency. Some of the applications where AI can be used include;

-Estate Planning

-Vulnerable customer assessment

-Claims notification and processing

-Pre underwriting assessment

-Financial planning and needs analysis

-Attitude to investment risk and capacity for loss assessment

-Chatbots and directional support to other resources

-Calculators and tools

-Home insurance risk assessment


Most of us are familiar with this technology, usually a first line of customer service. A chatbot is a computer program that simulates human conversation either by voice or text communication, and is designed to help solve a problem. There are different types of chatbots:

•Menu/button-based chatbots

•Linguistic Based (Rule-Based Chatbots)

•Keyword recognition-based chatbots

•Machine Learning chatbots – where the algorithm learns and develops new responses based on the interactions with the user

•The hybrid model

•Voice bots

•Appointment scheduling or Booking Chatbots

•Customer support chatbots

We envisage these applications will be extended into other parts of a user journey, not just for making contact, for example interaction with more complex tools and forms.

Motion MI

Motion UI is the art of leveraging movement and animating within an interface to help guide the user experience and communicate a sequence, next step, transition or action for a digital product. Motion MI is also used extensively as a branding tool, reinforcing visual cues and interactions which we might associate with a particular brand. We believe its use will increase as a way of delivering more powerful and engaging user experiences and can transform a flat, static interaction to a memorable moment of deep engagement with a brand. 

Progressive web applications

A progressive web app is a type of webpage or website known as a web application, it does not require separate bundling or distribution. Developers can simply publish the web application online, ensure that it meets baseline installation requirements. Publishing the app to digital distribution systems like Apple App Store or Google Play is optional.

Building a part of a website in this way enables web pages to be built for serving via standard browsers where the app icon can be added to the home screen of the device. This then creates brand presence for a brand and regular engagement as long as the PWA is valued. For the user it delivers convenience through its position on the desktop or mobile device and single click to use.

Augmented and virtual reality

VR creates an immersive virtual environment, while AR augments a real-world scene. VR is 75 percent virtual, while AR is only 25 percent virtual. VR requires a headset device, while AR does not. VR users move in a completely fictional world, while AR users are in contact with the real world.

Why use AR and VR? They allow users to be transported into a world where they can virtually interact with a product without having to spend any money on it. For intangible products (FS), it presents a way of people feeling the benefits at some point in their lives which is difficult to convey in other media. For example, our prototype for ‘a journey into retirement’ allows the user to explore different scenarios and outcomes based on their current planning strategy.

Predictive and personalised content

The quest for one to one user experiences is taken further using Predictive Content Personalisation, also referred to as machine-learning personalisation, as a more advanced and AI-driven way to dynamically display the most relevant content to each user. It goes deeper than using a user’s name on the screen!

Unlike the rules-based method, it does not target whole segments; instead, users are identified at a more granular level, and a more personalised website experience is created for them. It puts more focus on displaying content and messages to users based on their intent, rather than just on the readily available information about their interests and previous behaviour.

Why use it?

Predictive and personalised Content improves relevance, by constantly learning from previous and current behaviours. This leads to greater levels of engagement and conversion. Personalisation of content based on preferences is stage 1, however this relies on users updating preferences which rarely occurs. Predictive personalisation learns from users’ real-time activity so constantly evolves their content experience.

To discuss any of these ideas in more detail, then please get in touch.

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