Understanding Digital Experience Design

Understanding Digital Experience Design

Implementing digital experience design is the key to better customer engagement and better revenue. Read on to know how customer interaction on digital channels can help make the customer feel positively about your brand.

Why Digital Experience Design Matters?

Globally, the number of people using products powered by technology continues to grow. As these new systems are more robust and functional with advanced, new features and capabilities, these have become more complex than ever. Needless to say, with the added complexity, the new generation of products is becoming more difficult to comprehend and use. To top it all, products often come with unnecessarily complicated user interfaces.

All the above factors result into unhappy, frustrated, and less productive users who don’t even need to or don’t want to use large portions of functionality in the product.

What sets Digital Experience Design Apart?

Digital experience design is derived from an organization’s customer-facing digital assets. This includes company’s web and mobile sites, mobile applications, in-store digital devices, and wearables that blur the lines between physical and virtual worlds.

Great digital experiences are made possible by providing highly contextual, personalized, and emotional experiences to the customers. It includes a process-based approach for designing a seamless and high-quality experience across a broad range of configured and optimized physical and digital form factors.

Let’s look at different aspects of digital experience design every business should take into account:

Experience design looks at an entire lifecycle of a customer’s interactions

Digital experience design looks at the whole lifespan of a user’s experience with a service or product through multiple digital touch points, rather than focusing just on a single product or service such as the website or a mobile application development. It is an area which is becoming a differentiator as the new business models demand an increased focus on customer service.

It includes device interactions, customer support interactions, in-store experiences, marketing or sales materials, Email communications, targeted messages, and software updates rolling out new features and functionality.

Good design is not related to decoration; it is related to problem solving

Digital Experience Design is about solving problems at the core. In design, complexity of the problem is inversely proportional to the solution of the problem – the more complex the problem, the more simple the solution needs to be.

Successful designers are creative problem solvers. Designers, today, need to amplify their creativity to become creative problem solvers to help brands connect with their customers, employees, and communities more effectively.

Empathy helps designing an integrated, meaningful experience

When, a few years back, Ford Motor Company asked its engineers to wear the Empathy Belly (a simulator that allowed them to experience symptoms of pregnancy, like back pain, extra weight, bladder pressure, and fetal kicking movements) to understand the ergonomic challenges that pregnant women face when driving like limited reach and shifts in posture; world viewed it as an over-the-top simulation exercise.

Five years down the line, we wonder whether Ford’s act of empathy was indeed a bit too much or was a lesson to all business worldwide to empathize with the target audience in a better way.

We realize that empathy is the need of the hour. It is essential to creating people-centric experience, both in physical and digital worlds. In fact, empathy is at the heart of design thinking. Empathy enables organizations deeply understand and appreciate their customers.

In a Nutshell

In order to drive customer engagement, enhance loyalty, and increase customer value, it is essential for brands to take into account the customer’s thoughts, emotions, and personalisation needs. To achieve this, brands should have a strategy for digital experience design for their digital platforms.

How can Net Solutions Help Your Business Deliver?

Digital experiences are the result of many different elements coming together at one time. Our connected approach to Experience Design starts by understanding your customer and their goals. We identify the content they will respond to and the moments that matter most along their journey. Finally, we align the structure and brand to the relevant points on the journey.

Our expertise combines User Experience, Interaction Design, Content Strategy, Analytics, and Front-end Development capabilities. Our process aligns these teams around customer-centric principles and measurements that guide how we design and build the experience. We help design and build the systems, experiences and capabilities necessary to make long-term connections that increase customer value.

Abhay Vohra

About the Author

Abhay Vohra has 15+ years of experience in the IT industry. Abhay started out with us as a Quality Analyst and moved onto the Business Analysis team, where he discovered his passion for Information Architecture, Wireframes, and User Experience. Now, he possesses an impressive experience in UX and has delved into User Research and Service Design. Abhay also happens to be a culture enthusiast and takes a keen interest in world cinema and literature.

Leave a Comment

Ken Kades

9:20 AM, Feb 24, 2016

Have you guys thought of incorporating appee into all of your iOS and Android apps that you are building and supporting? NS built this for the appee team, and it can be offered to your customers to aid in connecting with their users to close the digital experience gap.

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