Commerce has always been about selling more and keeping customers happy. When customers come into the physical store the shopping experience and the ability to touch and feel the product before the sale is made, or even having a delightful conversation with the sales person drives the decision to purchase. So it should seem logical that if the physical store has been replaced by an App then that App needs to similarly wrap the customer with a blanket of affection, care and trust. This is where understanding the end user, empathising with their situation and then translating into good product design with simple, intuitive, connected and immersive user experiences will drive customer acquisition, sales and growth of e-commerce. 

Digital experiences should be all about freedom of choices, transparency and immersive user experiences. If one of these are compromised in the product design then expect to see lower user acceptance. In this podcast we travel back in time to 2000 where we share how design and experiences have evolved to where we are today. It's important to understand this context as many people in leadership roles today just don't understand why UX is important.

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