How to create a lasting digital impression

The ‘primacy effect’, a principle found in cognitive psychology, suggests that information we encounter first has a greater impact on our memory and perception than information that comes later. This holds for personal experiences and digital interactions alike.

However, it’s not just about superficial first impressions. When crafting a digital experience it’s important to create an impression that lasts and to deliver on the promises being made.

To do this, we focus on three things: attracting attention, connecting, and building trust.

To interest your target audience, the experience must be immediately impactful and align to their expectations.

What you say and how you say it should feel directly relevant to them. It’s about the right message at the right moment.

To make an impression last you also want to evoke emotions that align with your brand’s identity. You want each visitor to think “This is my type of brand”.

Remember, a strong first visual impression sets the tone for everything your company stands for. A modern and sophisticated design aesthetic tells the world you’re forward-thinking and innovative.

Connection is about understanding and meeting your audience’s expectations, every step of the way. At Pattrn, we dive deep into what users need in our projects through the ‘Jobs to be Done’ framework. It helps get to the heart of what people are trying to achieve.

The core jobs I was trying to accomplish with the PlayStation 3 were ‘to be entertained’ and ‘connect with my friends’. The creators at Sony met these needs by releasing new games and introducing the PlayStation Network. This platform connected me to friends online, transforming gaming from a previously solo activity into a shared adventure.

Customers’ successful experiences with your brand allow for lasting connections to be formed. Using ‘Jobs to be Done’ puts us in a mindset that helps craft experiences that resonate.

Trust is the natural outcome of an experience that flows effortlessly. A dated look, painful experience or missed expectation can leave customers doubting your product or service.

To build trust, every journey and interaction with your customers must result from a thoughtful and inclusive design strategy. It’s not just about steering clear of negative outcomes; it’s about crafting effortless pathways for everyone.

Through holistic planning that covers every facet of the digital experience – from the overarching journey to the edge cases – you can craft experiences that resonate, and ensure customers feel understood and valued.

Committing to empathetic design elevates the customer’s journey from satisfactory to exemplary, and establishes trust at every point of contact.

To conclude, a strong start sets the stage for the future. Staying true to the first impression you made means evolving as your audience and the market do.

Keeping in touch with your customers and target audience can shine a light on new ways to meet their needs, keeping your digital presence fresh and engaging.

It may not need to be as captivating as a young boy’s first experience with a PlayStation on Christmas morning, but it’s important to dream big. How do you want your brand and digital experience to evolve over the coming years?