Digital experience design – what is it?

  • Kuba Borysiuk

  • Mar 15, 2024

  • 9 min read

  • Mar 15, 2024

  • 9 min read

Discover what it takes to create captivating and seamless user experience with the help of digital experience design - a multifaceted approach that focuses on crafting compelling interactions across various digital touch points.

What is digital experience design?

A comprehensive approach emphasizing overall user experience quality across different devices and touchpoints – that's precisely what experience design is.

The main goal is to create a positive and impactful experience that leaves a lasting impression on your users. Its primary focus is to ensure a seamless, consistent, and enjoyable experience, which results in heightened satisfaction, deeper engagement, and, consequently, amplified revenue streams for your product.

Component parts of digital experience design

When it comes to experience design, it's vital to mention that it is a term that covers everything from a smooth and well-organised user interface to the overall customer experience that your user receives.

Therefore, digital experience design includes user interface (UI), user experience design (UXD), and customer experience (CX).

User interface

User interface (UI) is the front-end interface visible to users when interacting with a digital product or a service. In other words, UI is the point of interaction between the user and your brand.

The user interface should be clean and well-organised to build a positive brand image and make it easier and more pleasant to use your product.

User experience design

UX design focuses on understanding user behaviour and preferences to optimise a digital product's overall usability and satisfaction. It involves user research, prototyping, and testing to ensure that every interaction meets user needs and expectations. Also, what is crucial to keep in mind is that if you’ve never worked with users, you might think that you already know their needs and ways of how they use a certain product. You might be surprised, but it is the opposite; you will gain a wider understanding of those aspects only if you conduct user interviews and user testing – that’s exactly what opens your eyes to things that you were not aware of before.

Customer Experience

The customer experience (CX) focuses on building a relationship-level experience, i.e., the quality of experience a user has with your brand over a lifetime. Remember that digital experience design aims to seamlessly integrate digital channels into the broader customer experience strategy, ensuring consistency and coherence at every step.

How to get started with digital experience design?

If you know that you need to implement digital experience design into your product process, there are a few things you have to keep in mind. A strategic approach and a deep understanding of user needs are the keys to success. That's why you should follow these essential steps to kickstart your efforts.

  1. Conduct comprehensive research - you will gain valuable insights into your target audience's preferences, pain points, and behaviour patterns.
  2. Leverage prototyping and testing - to refine and optimise your digital experiences based on user feedback.
  3. Define clear objectives and KPIs - to gauge the success of your digital experience initiatives.
  4. Collaborate cross-functionally - you probably know your product very well since it is your area of expertise. However, it is worth collaborating with others (e.g. UX/UI experts) who will increase the usability and intuitiveness of your product. By sticking to cross-functional collaboration, you can align stakeholders and ensure a holistic approach to design and implementation.

With these steps in mind, you are one step closer to creating digital experiences that drive success for your business and please your users.

Digital experience design – best practices

The best designs are always simple and clean. But how to create such a digital experience? The answer to this question lies in a few aspects that every designer must consider while creating exceptional digital experiences.

Firstly, always put yourself in the user's shoes. To create a design that amazes your users and caters to their needs, you must view things from their perspective. Think about it this way: you don't want to give them what you want them to have; you need to think about what they actually need. The best way to understand their needs deeply is to talk to them, e.g., through user interviews.

Moreover, before you assume that your product is ready to go live, it’s worth considering testing the prototype with real users - you will gather their feedback and verify how they interact with your product (very likely you will be surprised how many things you didn’t predict) before spending your time and money on actual development.

Going further, make sure your digital experience is accessible. Nothing is more irritating than a product that works only on one platform. Remember that nowadays, people use a wide range of devices to access the internet. With that in mind, it's your job to ensure that the product you are working on will be accessible on any device your user decides to use.

Also, remember that consistency is critical. It has been a vital aspect of the success of top-performing online brands. Your users should know what to expect from your brand. Otherwise, you are only going to make your brand image weaker.

Examples of digital experience design

The best way to understand something is to look at the examples, right? So, let's look at some of the biggest companies in the world and their designs.

Airbnb's intuitive booking process and personalised recommendations cater to individual preferences, elevating the travel booking experience for millions of users worldwide.

The Nike Training Club app combines sleek design with personalised workout plans, creating a dynamic and motivating fitness experience for users of all levels.

Thanks to its seamless and user-friendly platform, billions of people use Google every day. It delivers exactly what it promises, and that's what digital experience design is all about.

How can I improve the digital experience design of my website or app?

At Flying Bisons, we specialise in creating exceptional digital experiences through strategic design and innovative solutions. As Flying Bisons, we offer numerous services to help you take your product to another level. Our services include user research and persona development to gain deep insights into your target audience's needs and preferences.

Our UI/UX design expertise allows us to craft visually stunning and intuitive digital interfaces that captivate and engage users. We also provide prototyping and user testing services to iterate and refine designs based on real-world feedback, ensuring optimal usability and satisfaction.

Additionally, we offer continuous optimisation and support to adapt to evolving user needs and market trends, keeping your digital experiences ahead of the curve.

If you want to learn more, visit our Services page, where you can discover how we can help you and what collaboration with bisons looks like.


Digital experience design is a holistic approach to crafting compelling interactions that delight and engage users across devices and touchpoints. Businesses can elevate their online presence and drive sustainable growth by prioritising user needs, embracing best practices, and leveraging innovative solutions. With Flying Bisons as your partner, you can unleash the digital potential of your product and deliver exceptional value to your customers.

Kuba Borysiuk

Senior UX Designer

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