Doğuş Teknoloji Ushers in New Era of Digital Experience: Zero UI

Advances in artificial intelligence, natural language technologies and contextual systems are changing how users interact with digital services. Doğuş Teknoloji points out that the Zero UI approach, which reduces dependence on screens and menus, is creating a new transformation area across customer and employee experience to corporate business processes.

As user expectations in digital services go beyond speed, convenience and personalization, new experience models that enable users to reach their desired outcome in fewer steps are coming to the fore. Advances in artificial intelligence and natural language technologies are also increasing the importance of the Zero UI (Zero User Interface) approach alongside this transformation.

Zero UI is defined as an experience model where users communicate their needs to the system by writing in natural language, using voice commands or visual input, rather than progressing step by step through screens and menus to perform their operations.

In this approach, the system evaluates the user's request together with the current context, past interactions and accessible data. While necessary steps are automatically planned in the background, user approval can be obtained for critical operations.

In Zero UI, the goal is to reduce steps, not eliminate screens
The Zero UI approach aims not at completely removing screens, but at reducing unnecessary steps between the user and their desired outcome.

Particularly in routine and repetitive operations, the interface is expected to gradually recede into the background; however, in areas where visual presentation is important such as financial analysis, detailed comparison and complex data review, traditional screens are expected to retain their value.

For this reason, in the coming period, hybrid digital experiences combining Zero UI with traditional user interfaces are expected to become more prominent.

Artificial intelligence is advancing from providing information to taking action
One of the important elements of the transformation in the Zero UI approach is artificial intelligence progressing from systems that only answer questions to structures capable of performing specific tasks.

Artificial intelligence systems referred to as Agentic AI can gather information from different sources, analyze data and perform certain operations on behalf of the user within the scope of defined permissions.

For example, a manager can convey their question about sales performance in natural language instead of examining different reporting screens one by one. The system can then evaluate the relevant data sources and summarize the results.

Similarly, an employee can initiate a process within the organization through a digital assistant, while a field worker can create a new task via voice command while continuing their ongoing work.

With this development, the success of digital experience is being evaluated not only by how quickly an operation is completed, but also by how much effort the user expends in reaching the result.

"How many steps we save the user is important"
Sermin Küçükyüce, Deputy General Manager responsible for Business Solutions at Doğuş Teknoloji, noted that the Zero UI approach marks an important transformation in the future of digital experience.

Küçükyüce stated that the success of digital experience will be measured by the steps saved for the user rather than the number of screens presented to the user, and said that Zero UI is more of an experience model where technology integrates more naturally into daily life and business processes, rather than a future where screens completely disappear.

Küçükyüce noted that artificial intelligence's ability to go beyond providing information and perform certain tasks on behalf of the user is redefining the boundaries of digital experience, and emphasized that as technology takes on more responsibility in the background, users' operational and cognitive load could also decrease.

Security and user control become critical
Doğuş Teknoloji emphasizes that in a digital experience model where interfaces recede into the background, security, transparency and user control will become increasingly critical.

As artificial intelligence-powered systems perform more operations on behalf of the user, it becomes important for systems to clearly explain what data they use, what they do and what the reason is for taking action.

Obtaining user approval for critical operations and the ability to reverse performed operations when necessary are also listed among the core elements of this new experience model.

Doğuş Teknoloji views the Zero UI approach as a strategic transformation area where artificial intelligence, data, business processes and human-centered design work together.

Doğuş Teknoloji focuses on technology solutions
Doğuş Teknoloji, which provides technology solutions to companies operating in more than 10 sectors, offers services in the areas of artificial intelligence and machine learning, generative artificial intelligence, data analytics and forecasting, RPA, mobile and web applications as well as ERP and CRM solutions.

The company, which has an R&D center, continues its collaboration with 35 different global business partners while developing solutions for next-generation technologies, particularly in cybersecurity.