Think Customer Experience, Not Design

Welcome to the grown-up worldwide Web, where web sites have evolved from text-oriented informational sites to multi-sensory experiences. While many marketers will still focus on “aesthetic” sites that are consistent with their existing branding, innovative companies realize that while graphic design is essential, it is only a part of the overall experience.

Why are Internet experiences becoming popular now? A combination of three essential ingredients:

• Comfort with the Internet channel: In the ’90s, disjointed Internet endeavors focused on displaying company information or putting an HTML brochure on the Web. With plenty of case history, marketers now realize that the Internet is a critical channel that must support an overall branding and business development strategy.
• Broadband access is prevalent: 42% of adult Americans, or 84 million people have high speed broadband access at home, allowing for more robust interactions. (Source: Pew Internet and American Life Project, 5/28/2006 )
• Web 2.0 exploitation: Growing popularity of new software, protocols and techniques allow for rich interactive experiences. 

Examples of rich experiences are found in all industries. A few offline examples: The Four Seasons hotelier is famous for personal attention making guests feel special and important. Apple Computer’s retail stores emphasize employee interactions, demonstration and use – creating a very different experience compared to big box electronics stores. Disney World’s focus on the experience highlights the difference between an amusement park and a “magical” vacation.

The value of these experiences is core to branding – so core that a web site must emphasize and contribute in a consistent manner. The Webby Awards, the leading international award honoring excellence on the Internet, recently announced their winners. Of interest is the wide range of companies that are building customer experiences, including more than 30 different categories that run from consumer activism to traditional business industries, to a category called “weird”.

When reviewing the winning sites, the one item they have in common, and perhaps the only item, is the rich experience that they create. These sites are not about creating aesthetic designs, but about creating an emotion and a journey. They play music, encourage interactivity, and supply information.

So experience is critical. But which experience? What is worth the investment? What emphasizes brand? The next article will talk about strategy and how to assess the critical needs, goals and behaviors of customers to create a rich and compelling experience online.