Closing the Experience Gap: Why Brands Must Go Beyond 'Good Enough' in Digital UX
Recent research from Bernadette and Watermelon’s Digital Experience Index reveals a worrying trend: one in three digital experiences are failing users. Nearly half of consumers feel brands are missing the mark with their websites and apps, while 47% struggle to access the support they need. And with 60% of brand interactions happening online, poor UX isn’t just frustrating - it’s costly, estimated to cost brands 8% of their annual revenue, or £3.07 trillion globally.
From Alex Lampe, Strategy and Innovation Director at Wiedemann Lampe:
"There are two tiers of UX”: brands who prioritise aesthetics over functionality, and brands who use UX to address the unique challenges of their consumers.
"Start by better understanding your users. Take more time to speak with them, test with them, and understand their real needs and behaviours before rushing into development." And keep doing it - it’s only with continual research and feedback that digital experiences offer continual value.
"Not enough friction can turn an experience into something forgettable." When introduced thoughtfully and with intention, friction can reinforce user experience.
Accessibility should be a foundational design principle, not a retrofitted afterthought.” Accessibility might contribute to your competitive advantage, but more importantly, it’s simply the right thing to do.
As it stands, the distance between “good enough” and truly great UX is far too wide. But by embedding authentic brand expression, user research, and inclusivity into their digital products, brands can bridge the gap.
