What if I told you that your company could meaningfully engage more customers and grow your brand by offering more compelling digital experiences? Countless companies go through the motions of creating a digital user experience that never connects with individuals. Even big-budget, mainstream brands often stumble — no matter how many experts they use or how many different strategies they implement.
Building a seamless user experience can be simple!
Just let that sink in for a minute.
As you’re about to discover, technology and the ability to solve customers’ problems are far greater than any ineffective expert or strategy. Your company can connect with site visitors today by creating a helpful user experience. The best part is, once you learn how these companies understand their customer needs by examining real-world examples, you’ll be motivated to start.
Here are inspiring examples of brands that have created thriving interactive environments in the digital world.
1) Papa John’s Online Ordering App
The cutthroat U.S. restaurant industry is aggressive about technology because restaurants need to be competitive. Papa John’s understands that people rely more on their devices to buy food and they need to make it simple for customers to order and pay for their food.
So, how is a Papa John’s competing against well-known brands like Dominos?
One prime example of this is Papa John’s implementing an app on Apple TV. A pizza industry first!
The company noticed new ordering opportunities were happening all the time, especially with people streaming movies and binge-watching TV shows. Taking advantage of this opening, Papa John’s created an easy-to-use app. Now you don’t even need to reach for your phone; you can navigate to the app on your TV and create your next pizza order.
Why is the app so convenient?
It all comes down to the right location and features. Not only does the app allow consumers to customize all orders as well as storing past orders, payment, and delivery information, but it meets the customers where they are and the devices they are using, limiting the possibility of another choice coming into play by picking up another device.
60% of Papa John’s orders are made through digital channels, from desktops, mobile, to native apps. Digital ordering is one of the biggest battlegrounds in the pizza industry, and Papa John’s is staying ahead of the competition by finding new ways to connect with customers on preferred devices and creating an easy user experience.
What can you learn?
The most significant takeaway is looking at where your customers are located. Are they in an office setting? Do they love the outdoors or maybe prefer their homes? Think of original ways to create a digital experience related to that environment. Then, take it a step further – examine hobbies, professions and other interests related to your company. Have the goal of creating personas to help you better target your message to that audience, and you will see more engagement with your offerings.
2) PGA Tour Mobile App
The effort to use technology to bring fans closer to live events is vital to engage fans – and stakeholders are taking notice. The PGA Tour is looking at the new ways fans are consuming sports, mainly with live golf events – they aim to present an immersive fan experience across all platforms.
So how is this possible?
There are several strategies the PGA Tour uses to engage fans across multiple platforms – including live coverage, 3D radar tracking, on-course content, social media streaming, and 360-degree videos. The efficient way fans receive golf highlights is through this popular mobile app.
Why people love it?
Foremost, individuals like the functionality of the digital experience app. You can navigate to get news and live updates during a tournament, and receive up-to-date stats in real time. Plus, the app has a clean interface, which helps with the overall experience.
Source: App store
Here’s what this app teaches you.
It’s important to be accessible to your customers by delivering real-time content through different devices. If you don’t, they will find another digital destination that can meet their needs, and mobile usage is only expected to increase. Once customers receive the content, it needs to be useful and appealing. Achieve this by having the right technology in place with the ability to create useful information and an engaging user experience.
3) AppNexus Website Experience
AppNexus is a powerhouse of a company you might not know about; it is a big ad technology company slated to be a potential challenger to Google and Facebook in online advertising. That said, it has to compel site visitors to connect and learn more about them and its technology solutions.
Here’s how it works.
Have you ever visited a website and thought, “What do they do?” or “This content doesn’t relate to me.” If you’re nodding your head yes, then you are not alone. AppNexus solves this issue right away, on the homepage and in the main header.
Let’s look together. Notice Image 1 at the top provides a company description and includes a call to action.
Next, it talks about video technology and has two call-to-action buttons. It’s brilliant in its simplicity because it has a clear message and targets primary consumers. The same can be said for the example demonstrated in Image 2, but with a different product promotion.
The fourth rotating image (seen in Image 3) describes how to add value to an offered solution and a place to navigate to learn more. This carries over to the next image, before sliding back to the first image.
The AppNexus website creates an interactive and engaging digital experience in less than 30 seconds flat! With a well-thought-out plan on content, AppNexus was able to carry out a responsive and clear theme. The straightforward calls to action help to guide site visitors. Even if you’re not a prospective client, you understand the company, its offerings, and how to access relevant information.
The end result is a company that can sustain and gain new clients like Wayfair, Fox News, ESPN, and Bloomberg, by providing competitive solutions and designing a digital user experience that addresses the needs of each company’s clients.
How can you improve from this example?
When it comes to your website, are you telling customers what you’re offering and who you are (in 30 seconds or less)? If the answer is no, here is how you can fix it. Examine your message and let others that are not in the industry do the same and give feedback. It can help by taking a step back, getting advice, and taking action. I once had a painting instructor say, “Stop painting and walk across the room and look at the piece, then come back to it.” It’s perfect advice because just like in art, in business, we can be so involved it’s hard to see from a fresh perspective – such as that of a site visitor.
Outside of the companies and digital experiences shared, what other ideas you might have that produce appealing user experiences? Leave a comment below to let us know and help someone else develop a more meaningful user experience.
Curious about the how the right technology could help you create innovative user experiences? Contact firstname.lastname@example.org and learn more about Crafter CMS.