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The importance of building a digital strategy

You need a strategy to give your customers the best digital experience possible.
By Jimbo Owen B. Gulle |

Someone once noted that we no longer live in the Information Age. With the growth of technology has come the Attention Age: as of 2010, an estimated two billion people online shared everything about themselves from “over 1 billion laptops, smartphones, cameras and digital music players all over the globe, (from which) come 90,000 blogs, 1 million videos, 3 million Twitter ‘tweets,’ and countless clicks, searches, tags, ratings and wiki edits that reshape the digital universe every day.”


[related|post]These figures of the massive online audience, as noted in a white paper by Jerome Nadel, “chief experience officer” of Human Factors International Inc., are the reasons why it’s important for businesses to capture, and hold, their online audiences’ attention. It’s why the term “digital user experience” or DUX has emerged—and also why strategies to improve this experience are being developed all the time.


“Digital UX is a broad term that can be defined in many ways,” says Francis Oliver Cruz, platform operations manager of, an online real estate marketplace. “But it’s basically how a person feels about using digital media systems—websites, mobile applications, or computer software, for example.”



Like all digital media, websites like have to focus on digital UX and its impact on its site visitors.  “Improving digital UX helps make website visitors come back for more,” Cruz notes.


Anna Katrina Lagman, marketing manager of, echoes Cruz. “What steps did [the visitor] take, what was he looking for, did he find what he needed, how long did it take him to find what he needed, how can we make site navigation easier for him–these and more questions are some of the things we consider when we try to look at the site from a user’s point of view,” she adds.  

Developing the Strategy
A digital UX strategy, therefore, is “a plan to improve the overall user experience based on customer feedback, or an understanding of what the site visitors want,” says Lagman. Essentially, Cruz says, the UX strategy involves having the “people, processes and tools in place to manage and influence user experience”—bearing in mind that “user experience always changes, and its focus is more how to adapt to different factors that influence them.”



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