Microinteractions Image

1. Microinteractions

Gone are the days of lengthy, text-only blog articles and static media for static bystanders.

Audiences are consuming information in little snapshots. Today, readers feel that if they glance at a headline they are informed of what’s important. Proliferated by our 140 character tweets and fast-changing Facebook newsfeeds, content will now be distilled into what can be called microinteractions — interactions that revolve around a single use case.

In a way, this hyper-reduction of content across channels is good because it forces organizations to get concise and yet be creative with their content. And with the Accessibility for Ontarians with Disabilities Act taking effect, good design through hierarchy of typography, image, and other media is a good thing.

Transmedia Image

2. Transmedia Storytelling

But designing a single microinteraction, even if designed really well, will only get you so far. Design two or more microinteractions together and then you have the beginnings of a service experience. Stretch this experience across different media types and that’s our next trend prediction: transmedia storytelling.

SmartPen Notification
SmartPen Notification

For maximum reach, your new SmartPen product video, for example, should also launch with a string of supporting communications to reach your audience in real time and real space. How about a notification on your customer’s phone as they park in a plaza with a BestBuy, “Hey, you watched a video this morning on the latest SmartPen. BestBuy has a demo of it on display right now and there’s a 20% off sale.”

Relevant in the Care of Self

3. Getting Relevant in the Care of Self (No More Data Dumps)

Though wearable devices are still in their infancy, if you don’t have one now you probably will in the next 2 years. We’re forecasting that integrated wearable tech combined with our healthcare services will go to the next level of relevancy.

Sure, the Fitbits and Jawbones of today are pretty good at tracking physical activity but so what? Who is the user and what is relevant to them? Data visualizations are novel and interesting at first glance, but how can the information be used to be predictive and useful on a healthcare scale?

Smart wearables and connected devices will go beyond the data dump of the one-size-fits-all solution. It will go beyond the active market and right into the aging population and the population of those with chronic disease.

It will begin to show you information that is made meaningful to you as an individual — and to your healthcare provider — to the point where predicting health outcomes and making relevant suggestions to our daily living becomes a reality.


Someone very smart once said “content is king, but context is crown”. We couldn’t agree more and we see this coming to life next year.

What do you think? Are there any others that we should be on the look out for?

Share, tweet, call, the usual. Thanks for reading and we’ll catch you in the new year!


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