3 Questions to Ask Before Building Your Next Digital Experience

Consumers today have the expectation that content is accessible at their fingertips. This means that companies need to be prepared to add a digital element to their business if they haven’t already. According to Super Office, 79 percent of companies admit that COVID-19 increased the budget for digital transformation. While 70 percent of companies already have a digital transformation strategy or are working on one.

With this in mind, implementing a digital experience platform (DXP) within your business would be a great investment, as it provides a great way to engage with your customers.

There are three important questions to ask before you begin building your next digital experience. Let’s dive into each one a little further.

1.Who Is My Target Audience?

Before you begin building your next digital experience, define who is the target audience. This sets the stage for the entire experience. Knowing the target audience means knowing their needs and expectations. It enables your team to build a digital experience that properly engages with your audience. Also, the more you know about who you are targeting, the easier it will be to guide them through their customer journey. It’s important to be specific and narrow your focus on this audience, otherwise, the content could be too broad and the digital experience would not resonate with anyone. 

2. What Are My Goals for the Experience?

Next, aim to define what you want to accomplish when your target audience engages with your experience. What are your goals and metrics of success for the digital experience?

The content you add to your experience is what your customers or potential customers will engage with to learn more about your business or product. 

Some common goals for a digital experience include:

• Drive revenue by promoting a product launch;
• Decrease costs by eliminating the need for printed product manuals;
• Stand out in aisle and get customers to try your product; and
• Engage with your employees by providing customized onboarding.

Once you have defined your target audience and determined your goals for the digital experience, now is the time to start thinking about how people can activate the experience.

3. How Will People Activate or Engage the Experience?

Start with the end in mind. Consider how your target audience will find and interact with your digital experience. Let’s walk through a specific use case: a hospital building with a wayfinding digital experience. In this example, your target audience is hospital visitors and the goal is to make their visit as seamless as possible.  One thing to consider is that you will need to add signage in various locations around the hospital. For example, a visitor might be starting in a parking lot and will need to navigate to the physical therapy room on the second floor. You would need to add signage in the parking lot, which includes a QR code that the visitor can scan to activate the experience. You may also want to add signage at the reception area and inform your staff, so they can help explain how to activate the experience. 

Your wayfinding digital experience can include more than just directions around your hospital.  You can also include a link to important policies the visitor should be aware of, like a mask mandate or visiting hours. 

By putting in the time and thought to consider your target audience, metrics of success, and activation strategy, your team will be poised for success with each new digital experience.