Customers don’t really care about technology.

From inspiration and planning to booking and on-trip experiences, thanks to smartphones, the travel industry is doing business anytime, anywhere. This has opened the door to many start-ups that have taken advantage of the low cost of getting to market. They are quick too, without the challenge of legacy systems, large organisational structures and processes to slow them down. But it’s the native understanding of the user journey that is so important to be successful.

That’s because customers don’t really care about technology; they care about the impact it has on their lives. Like saving time and making stuff easier. That’s why user experience design that puts people first is so fundamental to designing your app or website. There’s a second element to successful digital experiences— personality. Funny, conservative, edgy, artsy…as long as it reflects the characteristics of the product or brand it will be more memorable, which is a big deal in such a competitive environment.

This combination will make your website or app useful, memorable and easy to use. Which is important since newcomer digital brands focus on positioning themselves in the lives of their customers, rather than in the mind_. Making_ brand and user experience increasingly the same thing.