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Has digital experience become more important than the product?

5th Jun 2013
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Technology, marketing and business people may be able to embrace the concept of creating delightful digital experiences (DX) but many organisations are unable to actually create DX that matters.

However, according to Forrester analyst David Aponovich, this typical trend is about to change as digital experience has now reached an “inflection point” where companies and brands are now selling the digital experience as much as they focus on what they're actually selling.

“Suddenly, technology-enabled experiences have morphed into the product,” he says. “This should be a wake-up call for application development and delivery (AD&D) professionals everywhere to grasp this challenge. The same goes for digital experience agencies and partners that service brands.

“When digital experiences become the product, technologists have the opportunity to help bridge the DX vision and DX technology planning and project execution inside organizations. Tech capabilities and features matter most when you interpret them for the business and show people what’s possible.”

In a blog post, Aponovich outlines three brand examples from the US that focus less on the products and more on customer-centric digital experience: Government Employees Insurance Company (GEICO), AutoTrader and La-Z-Boy.


Geico shows that if you buy their auto insurance you’ll get their nifty iPad app that streamlines filing a claim and scheduling a visit from the adjustor after your car gets wrecked.


Although dozens of competing sites offer similar information on used and new cars (and even source the same listings from the same databases) AutoTrader highlights its digital search and filtering tools that makes its website smarter, better and faster in your search for a car.


A delivery man, an ugly elephant and Brooke Shields walk into a living room. The punch line? You can avoid buying an ugly sofa that won't match your decor (the elephant in the room) using La-Z-Boy’s iPad app with which you can view  upholstery options before you place your order.

“Behind every great digital experience is a smart AD&D pro or team, translating ideas, requirements and priorities into tech decisions and getting the work done to make the experience happen,” he concludes.

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