It is easy to recognise a great digital experience, but the rules for success extend beyond the user interface. The implications of digital transformation reach deeply across business models, products and processes.
When it comes to digitising your product or service, how can you ensure the experience lives up to the potential of the medium?
Where does your experience sit on the spectrum of analog to digital?
1. Simple and focused

Does your service solve a specific customer need with complete focus? Or do you try to be many things to many people? Are you...


Complex products with multiple choices and offers for customers to navigate.


A simple, complete solution for a specific customer need.

Google Maps provides everything you need to navigate your physical environment, nothing more.

2. Minimal onboarding

Can customers get up and running in a minimal number of steps? Or do they need to navigate a complex process spanning multiple channels?


Multiple steps to onboard before the customer realises value. Application, options, provisioning, activation…


Simply access or download and get started. Defaults are provided for options that can be considered later.

Slack provides a straightforward, guided onboarding experience that educates the user throughout the process and requires minimal information to get up and running.

3. Incremental commitment 

Does your product provide customers the option to commit incrementally, or are there significant barriers to entry?


Significant upfront commitment. Lengthy contracts and complex disclosure statements.


Provide initial value with minimal upfront commitment and offer inducements to upgrade. Don’t like it? Just delete it.

Mailchimp allows users to create and send emails for free. Once the value of this is demonstrated, users have the option to pay for premium functions or remove Mailchimp branding.

4. Transparent and predictable payment

How does your payment structure align to the expectations of customers in a digital world?


Confusing payment plans and unexpected additions… typically experienced as ‘bill shock’.


Delight your customers by providing simple payment options that are consistent and transparent.

Uber provides ride estimates prior to your journey, and Netflix offers a standard monthly subscription that is debited automatically each month.

5. Visible status

Does your product or service meet customer expectations for real-time visibility and transparency?


Customers need to take proactive steps or navigate hierarchies to check the status of products and services.


Offer instant, visible status to customers, any time of the day.

CommBank app can send notifications whenever funds leave your account.

6. Instant feedback

Do you always reassure customers that their action has succeeded in the desired outcome?


Delayed feedback, default placations “We will get back to you soon” or nothing at all.


Provide meaningful, relevant and instantly visible feedback following actions.

When you place your iPhone into flight mode, this action is visually confirmed by the switch control and the icon on the home screen.

7. Persistent state

How well synchronised are your customer facing channels? Do you have to ask for the same information twice?


The service experience ‘forgets’ prior customer actions causing a frustrating, disjointed experience.


Prior actions provide the starting point for any following action, providing a seamless experience.

Google Chrome restores all open browser tabs even after a system reset.

8. Reversible action

Do you allow customers to easily reverse their actions, change their minds and resolve their own mistakes?


Reversing an action is never as easy as it was to complete it. Customers are 'locked in' once they make a choice.


Every customer action is reversible, in an intuitive manner similar to how it was performed.

Koala mattress allows customers to return the product as easily as purchasing, all from the comfort of their device, within the 120 day trial period.

9. Data driven

Do you use data in smart ways to tailor your experience, reduce customer effort and encourage positive outcomes?


'One size fits all' experience. Customers wonder if their provider is listening to them or understanding their needs.


Data is used to shortcut customer effort, predict needs and tailor the experience. Up-sell and cross-sell opportunities are carefully targeted.

Netflix learns from user behaviour to tailor content suggestions, retaining multiple user profiles per household.

10. Self-sufficiency

Can your customers satisfy all of their day-to-day needs through a single channel of choice?


Not all channels support the full spectrum of customer needs. Can you transfer funds through the app, but need to go online to add a payee?


All day-to-day needs can be satisfied through a simple, coherent experience in any channel offered.

ING direct satisfies all typical banking needs including card and account management through their mobile app, minimising the need to access any other channel.