The line between digital and non-digital experiences continues to dissolve, making the distinction between online and offline experiences irrelevant. We’re living in an experience economy and this means that we need to design for the always-connected customer. UX practitioners have now shown us how critical experience design is in the success and proliferation of a product or service, and businesses are now putting UX and CX at the forefront of their customer experience strategies and business goals.
Businesses are now looking to create next-generation technology-fuelled customer experiences that will drastically transform the way they interact with their brand.
According to Immersion Group; in the past, creating a great customer experience meant presenting information and functionality to customers in a usable, efficient, and pleasurable manner. But that is no longer the case. Technology is constantly evolving and has transformed from only being a productivity tool to becoming an enabler for how we live our lives and how we interact with the world around us.
With this shift, our expectations and desires are evolving as well, placing more demand on the devices and experiences that are an integral part of our lives. And for designers, it’s easy to get caught up in the excitement over technology’s role in this shift. But it’s important to create experiences that will enable brands to interact with their users across multiple devices in more meaningful ways, and offer contextually rich experiences and services.
One of Immersion Group’s senior experience consultants says that there is a vast number of technological solutions to problems that we didn’t even know we had, and this gives us plenty of fuel for our creative engines. But as the distinction between digital and non-digital experience continues to dissolve, it’s critical to remember the importance of crafting nuanced experiences in the physical world.
Experience design is constantly evolving with the experience economy, embracing this new artful blend of tech and tangible, making the experience count, and potentially opening up new revenue streams by designing desirable short- and long-range interactions that will ultimately strengthen a brands relationship with their customer.