> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/brand-expression/brand-design/digital-and-experience-design.md).

# Digital & Experience Design

### What is it?

Digital & Experience Design is the application of brand strategy, identity, and principles to digital touchpoints and customer experiences. It covers the design of websites, apps, digital products, and interactive experiences, ensuring they reflect the brand consistently while serving the functional needs of the customer at every point of interaction.

***Also known as:*** *UX Design, Digital Brand Design, Experience Design, CX Design, Product Design*

### Why it matters

Digital touchpoints are often the primary way customers encounter and interact with a brand. A brand that is compelling in its communications but inconsistent or poorly designed in its digital experience creates a disconnect that erodes trust. Beyond human experience, digital environments are also where AI systems most frequently operate on a brand's behalf: generating responses, personalising content, and guiding customer interactions. The quality of Digital & Experience Design determines whether those AI-driven interactions feel like a natural extension of the brand or an interruption to it. As AI becomes more embedded in digital customer experience, the standards set here become increasingly consequential.

### When it matters most

Digital & Experience Design becomes most important when a business is launching or redesigning a website, app, or digital product, when customer research reveals friction or inconsistency in digital touchpoints, or when the brand has been refreshed and the digital environment needs to be updated. It is also critical when AI tools are being introduced into digital customer experience, since the design standards and brand parameters provided to those systems directly shape the quality of the interactions they produce.

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### AoM Connected Tools

{% hint style="info" %}
No AoM tool has been mapped to this fundamental yet. Know one that fits? Recommend it. Free AoM registration required.
{% endhint %}

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