An experience is more than the customer understanding, more than the visual design, it’s also how it reads. The copy of an experience many times falls into the same trap UX would historically fall into, the thing that is slapped on at the end of a project.
Headlines, articles, ad campaigns — it’s what companies are aspiring to. But what is it? Quick definition: it’s using digital technologies to drive effective business, and in some cases stave off becoming obsolete. Think about most “modern” businesses over 10–20 years old, there are still processes that need paper, even fax machines to complete. They still have systems that don’t talk to each other, outdated databases. There are still digital solutions that are sub-par, hard to use, slow, not meeting customer needs, etc…
While we’ll always be chasing the future, here today, we’re close.
I have multiple personal assistants, all in the cloud. I ask one, just by saying its name, to turn my lights on and off, play the news, and set alarms (Amazon Echo). I have another that sets reminders, tells me when I need to leave, and answers many of my questions (Apple Siri). I have “bots” always searching for new restaurants, and letting me know new places to try out, what I may like, and where I should go after dinner (Marsbot). I have another I talk to that’s looking over my finances, looking for ways to reduce monthly bills, and alerts me of my charges (trim).