Humanizing Digital Experience

https://sloanreview.mit.edu/article/humanizing-the-digital-experience-in-a-post-pandemic-era/

With the effects of the pandemic still impacting in-person retail brand experiences, the emphasis to build robust digital brand experiences remains heightened and necessary. What this means for companies is to evolve from approaching digital strategy from mainly transaction-focused to creating a more "humanized" digital experience for consumers. Research shows that "95% of consumer decisions take place in the subconscious mind".  Brands, therefore, must enact imaginative and innovative ways to capture the hearts and minds of consumers by creating a series of positive associations in the memory banks of existing and future consumers - whether they are tapping into consumers' deep-rooted values or revolutionizing the "trying on" experiences in a digital realm. 

These insights are not new. And while many brands try to express themselves in engaging ways to connect with their customers, many have also missed the mark. The silver lining during the pandemic is that brands, especially retail companies, have been given a wide range to experiment with different tactics to tap into different human sensitivities and senses that they may have never considered. As we mature away from much of the "commerce" part of e-commerce, we are in for exciting adventures and experiences, as long as they are done responsibly and not drilling into the dark and unhealthy recesses of our psyche.