Lesson 3: The Online Customer Experience

BUSM099 Lecture 5: The Online Customer Experience treats experience as the user's perception across digital touchpoints before, during, and after purchase.

Design principles

• Start with user needs and clear site or app requirements.
• Use user-centred design and information architecture so people can find and understand content.
• Reduce friction through usable navigation, responsive interaction, relevant content, and accessible journeys.
• Test content and interfaces, then use feedback to improve satisfaction and conversion.
• Connect digital service quality, trust, convenience, and continuity across touchpoints.

Assess the whole journey from discovery and evaluation through purchase and post-purchase support. A strong experience differentiates the organisation, builds trust, and supports repeat engagement.