Creating delightful, exciting, and smooth customer journeys is no longer a luxury, it's a necessity. Here are four things you really should think about when building a better journey.
Written by Vegard Ottervig on
Think of your last really good customer experience. One that stuck with you for a little while. Your one-click purchase at Amazon, a bullseye recommendation on Temu, or a banking service that anticipated all your steps along the way in a mortgage application.
Moments such as these should not be taken for granted. They come from well planned customer journeys that make the most of available technology, design trends, and human insights.
Today, people expect customer experiences that "just work". That they are seamless, personal, and consistent. All the time and in every channel.
As a provider, it might seem demanding to live up to these expectations. That's why your team should focus on the following four core areas:
Static brochure sites are long gone. Users now expect lightning speed and universal accessibility in all their interactions with your brand.
Innovative front-end frameworks like React, Next.js, Vue, and SvelteKit let developers build fast, responsive, and immersive interfaces. These include micro-animations, AI-powered search, and instant data synchronization.
The goal with rich web interfaces is to help customers complete their tasks effortlessly. Ordering groceries? Customizing a product? Or just booking a trip? The experience should be fast and easy, and the engine behind it is a rich web interface.
Modern customers want to browse, configure, purchase, and manage stuff on their own terms. From Bolt’s one-tap ride booking to Klarna’s frictionless payment options, innovators across industries are continuously raising the standard for self-service simplicity.
Every touchpoint—search, chatbots, forms, emails—should enable progress without waiting for human approval. Even physical touchpoints can bridge to digital via QR codes, NFC tags, or connected kiosks. This turns real-world interactions into instant digital actions and smoother experiences.
Journeys now cross devices and contexts in minutes. A customer might discover you on Instagram, research on a laptop, get a reminder via smartwatch, and complete the purchase through a voice assistant.
Being ready for that requires more than just the plain old site and app. It means integrations with platforms like Google Home, Apple Vision Pro, or connected car dashboards. A headless or universal CMS ensures that you can publish once and deliver consistently everywhere, from AR experiences to IoT devices.
Whereas technology provides the interface, content provides the meaningful moments. Customers don't want generic slop. They want relevant and actionable content. Content that is personalized to their needs there and then.
Whether it’s a TikTok demo, a detailed how-to article, or a product configurator, the principle remains the same. You should deliver the right message to the right person at the right time.
Strategies like inbound marketing, AI-assisted content personalization, and content operations keep production scalable and consistent. Plan alongside your journey map, connect every asset to a touchpoint, and update regularly. Because stale content is invisible content.
First published 10 April 2019, last updated 25 August 2025.
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