4 Key Perspectives That Shape a Digital Experience
By Emily Rinde
Modern consumers expect you to deliver perfect digital experiences in more ways than ever. They connect with you on tablets, smartphones and watches; through mobile apps, web apps and desktop browsers. For consumers, a digital experience is a smooth interaction or solving a problem in a mobile moment. For creators of digital experiences, it is a string of decisions and months of work behind the scenes before it reaches a user's device.
Four perspectives will shape decisions and influence the digital experience for your customers and visitors. By documenting the strategic focus and goals for each of these aspects, your business will set a baseline to make sure the project stays on track. If an idea or feature does not align with any of these four lenses, you can set it aside to consider for future development.
The Business Lens. Your digital experience has to help achieve your business goal, whether it’s turning a profit, generating leads or building brand awareness. By sketching out broad goals and refining them as you go on, you’ll help clarify what success looks like through the business lens.
The Experience Lens. This is what your customers will really see. The experience lens is where you’ll strategize for the ways your digital product will stand out from the competition and delight your users. It can help to start with a “grand wishlist” of features and solid research to know who your visitors really are and what they want.
The Technical Lens. When done right, tech is the invisible hand guiding a great digital experience. Its job is to work so well that no one notices it’s even there. To nail the technical lens requires a thorough understanding of the anatomy of your experience and what it will take to make it sing.
The Future Lens. Every digital experience has a different lifespan to account for as you build a strategy. If the experience is tied to an event or has a short lifespan, the strategy likely won’t need to include scaling for the long-term. If it does need to be scaled, you’ll have to be realistic about its long-term goals so the project stays under budget.
It’s important that the stakeholders who guide your digital experience represent all four perspectives. They will contribute to the strategic focus and take responsibility for delivering in their area. They will also work together on areas where their strategic elements overlap. Failing to solve problems caused when one focus overlaps another can derail a project. When technology and experience overlap, the experience can suffer if tech can’t implement a must-have feature – or, if scalability is necessary but the business strategy can’t deliver the budget, the project goals are at risk. Your stakeholders will have to work through the true obstacles so everyone remains focused and the experience meets what the customers need.
For an in-depth look at how to build successful digital experiences that keeps all four perspectives in mind, download our latest eBook, The Anatomy of a Successful Digital Experience.