ABSTRACT
A digital experience defines the interaction of the user with an organization through digital technologies. In this chapter we discuss the methods, best practices to deliver seamless digital experiences through intuitive information architecture, visual design, psychology, accessibility, branding, usability, interaction design, visual design and others. The main tenets of digital experience are user-centric design, smart search, decision-aiding tools, end-user testing and monitoring and feedback tools, omni-channel and multi-device experience, mobile apps and virtual assistants, conversational interfaces and personalized experience. Design thinking is one of the key methods to design human-centered experience and uses problem finding methodology to evaluate multiple solution alternatives. Modern digital experiences enable relevant and faster information discovery through smart search. Self-service tools enable users to make data-driven and informed decisions quickly. Personalizing the user experience, content based on user preferences and user’s behavior highly improves the user engagement. The main stages of digital experience maturity model are basic, engaging and analytical. Digital experience design process consists of discover, design and deliver phases. In the discovery phase, we conduct user interviews to get the context and define the user persona and user journey map. In the design phase, we iteratively design the low fidelity wireframe and high-fidelity prototypes. During the deliver phase, we iteratively build the minimum viable product.
