Digital experiences bring people together despite any physical barrier. We share examples of what great and memorable experiences look like.
Digital transformation and innovation have helped shape a society that can come together despite any physical or geographical barrier. From video calls to e-learning systems to online food delivery, people are now turning to digital technology and online experiences more than ever. Businesses are realizing that their relationships with their customers depend on providing exceptional digital interactions that leave a meaningful impact.
So who are those brands that are getting it right, and what lessons can marketers learn from them to level up their own digital experience strategy? Here are some examples of what we think are truly great digital experiences.
What is digital experience?
Let’s take a quick step back and start by first defining what we mean by “digital experience.”
Digital experience is all the interactions somebody has with a brand that takes place through digital channels. Including online channels, like websites, social media, or emails, and offline channels, like kiosks or digital signage.
When asking around the Acquia community, a lot of the definitions of digital experience centered on the ideas of “all-encompassing” or “total.” We also heard “freed from physical constraints” and “beyond physical limits.”
And if we dive further into what defines agreat digital experience, more adjectives like “cohesive,” “seamless,” “memorable,” “effortless,” “expansive,” and “intimate” get introduced.
Examples of great digital experiences
Now that we’ve established a baseline for what makes a great digital experience, let’s get into some examples we’re fans of:
- Spotify: The streaming platform’s end-of-year analytics on listening habits, Spotify Wrapped, is now a much-anticipated event. It hits the mark on being intimate by showcasing a user’s history and comparing it to others’ habits, and it’s also seamless, as it’s automatically generated through no effort on the user’s part.
- Ally Bank: With no physical bank branches, everything is driven online or through the easy-to-use app – fully embracing that earlier idea of “freed from physical constraints.” This business model keeps costs low for the business and interest rates high for customers’ savings accounts.
- Lululemon: The retailer blends the online experience with the offline experience. In-store associates are able to help shoppers look up their past purchases to help inform sizing and style choices, making purchasing decisions effortless for customers.
- Google Calendar: A seamless digital experience we’ve all likely encountered and taken for granted is when Google automatically adds bookings to your calendar without you lifting a finger. Whether it’s a dinner reservation, flight, doctor’s appointment, or hotel stay, once that confirmation email hits your Gmail inbox, it’s also hitting your calendar so you’ll be reminded down the line.
- Gmail: Another Google feature that streamlines processes and increases efficiency is Smart Compose, the predictive text feature in Gmail that uses machine learning to offer suggestions based on the users’ own writing style.
- Disney: When it comes to planning family vacations, either to one of their parks or on its cruise ships, Disney offers helpful information through relevant ads and emails based on a user’s initial search. Disney’s emails and ads feel timely rather than excessive.
- Secret Cinema: The entertainment company creates immersive experiences tied to fan-favorite movies and TV shows. From the time someone signs up for an event, they are served more and more content and activities that culminate in a cohesive, impressive production.
- Amazon: As the gold standard of e-commerce, Amazon offers a seamless ordering and return process. With just a few clicks, users can see current and past orders or easily initiate a return or exchange.
- Canada.ca: The public sector doesn’t often get much recognition for leading in digital experiences, but Canada.ca offers excellent digital resources that minimize the need to complete cumbersome paperwork. For complicated processes, like visa applications, an easy-to-use site that also notifies you of your application status helps minimize stress.
Now that you’re familiar with what customers are expecting, learn more about how to build your ownperformant, scalable, and governed digital experiences.
This blog was originally published in 2020 and has been updated to remain current.
