Why Experience Design Matters
The traditional linear purchase funnel that assumes your audience moves one way—from awareness to consideration to intent to purchase—fails to capture the complexity of the buying processes today for B2B products and solutions.
More and more often, customers are at multiple stages in the purchase decision process at the same time. Basically they’re evaluating different brands, different products and different technologies across the funnel simultaneously, so they might be in consideration with one product and in awareness with another technology. This means that the content you create not only needs to strategically help a wide variety of audiences, but also needs to straddle multiple different funnel phases at the same time.
Add to that the complexity of a cookie-less future, where you can no longer easily tailor and target your content based off of a customer behavior, and your content now also needs to dynamically provide the right information across a wider audience than ever before.
The result is that static content no longer meets the needs of your audiences on their complex journeys.
The new frontier of content and campaigns utilizes a human-centric approach to interactions–this is known as experiential design. To us, this goes beyond just identifying the customer’s needs, and starts using storytelling and interactive tools to create an emotionally driven valuable customer experience that aligns the brand value with the customer’s individual goals. We make sure it’s flexible enough to pivot with them as those goals shift, because as millennials continue to take over more and more buying power, 83% of the journey will happen before audiences talk to sales.
Because of this self-serve journey audiences are moving toward, knowing how they are receiving your content can be critical to successfully driving people towards sales. While the value of interactive assets to your audience is meeting them where they are, no matter what device they’re on.
One of the greatest values in interactive assets for companies is the deep audience insights you can mine from their engagement with them. Unlike static content, you get real-time results that tell you whether you’ve hit the mark, or where there is room for improvement.
You know how long they spent with it, which tells you the value of the content to them. You know exactly where they abandoned it, which shows you a breakdown in your experience. You know where they converted, which shows you which part of the story was the most compelling to them.
Does all of this mean the PDF is dead? No, the wifi is still spotty on planes and in remote locations, so sometimes having a PDF of the asset is exactly what your audience needs. Experience design is about making room for content that isn’t one size fits all, and emotional relevant connections with your audience that facilitates their purchase journeys instead of demanding they follow a preconceived path.
“The result is that static content no longer meets the needs of your audiences on their complex journeys.”