How eCommerce does digital brand experience
Digital brand experiences shape the relationships that brands have with their consumers and drive loyalty, satisfaction and reputation. Businesses with the same digital offer can have very different digital brand experiences. For example, online clothing retailers all offer standard transactions (choose clothes, buy clothes, organise delivery). But the digital experience of a luxury, designer brand is very different from a mass-market, fast-fashion retailer.
Public sector learning:
Users expect different types of relationships with their public services. Even if transactions are standard (booking an appointment, paying a bill), the context matters. Digital experiences should consider how they make people feel, not just what they functionally do.