ABSTRACT

How does a business go about developing a product or service that is designed for the optimum customer experience? This study looks at the way that digital media has impacted upon businesses and brands — not just in the way they make goods and promote them but in the way that they relate to their customers and how their customers relate to them. It looks at the way we have moved from selling objects to selling experiences in response to the way that people now operate within a multichannel world, using many platforms simultaneously. And as a result product designers need to understand how the public will engage with what they have on offer.