Modern users want control, clarity, and zero friction. They expect brands to deliver it by default.
We’re entering a new behavioural era shaped by immediacy, individualisation, and interaction fatigue. Users increasingly prefer to solve simple tasks on their own, and they penalise brands that make them wait, queue, or call.
At the same time, leading companies across Europe are quietly redesigning their applications around autonomy. The gap between “fast followers” and “late adopters” is growing.
This report shows what they are doing differently and how you can translate those decisions into practical next steps.
