How Marketers Can Help Build a Better Digital User Experience

Over 250,000 websites are launched every day, but the misuse of content has led to many offering disconnected experiences and mirroring org charts rather than being customer-first.

In an article for WARC, Umar Ghumann, chief experience strategy officer of NewBrains, explains how marketers have aided in the degradation of the internet, which has led to websites being containers for content rather than crafted channels that cater to customer needs.

Why internet degradation matters

Artificial intelligence is making it possible to produce more content but harder to create meaning, which risks the internet becoming less navigable, less useful and less meaningful for the next generation of users. To cut through the rising noise, marketers need to start looking at websites as channels to deliver excellent customer experiences and build digital around user needs rather than branded showcases.

Takeaways

• Websites can be brand-growth channels and build mental availability while facilitating physical availability.
• Content is a part of the customer journey on websites; it should be designed intentionally so that it can guide, inform and inspire users.
• Design visually distinctive experiences rooted in brand to make the site unmistakable from the first click so that users know where they are, who you are, and why they should keep going.
• Adapt to changing behaviors and technologies without losing the brand, as websites are not one-time projects but living systems that must adapt to changing expectations and iterations of the brand.

The big idea

Marketers help shape the experiences users get today, but they have the opportunity to shape what comes next by taking digital seriously.