"The experience on a company's digital platforms needs to be human-centric and designed to fit in with the customer's needs. I know this from experience because I've seen campaigns where a company placed a lot of focus on collateral or different kinds of content, but when the customers made it to the website, whether because it was unattractive or they couldn't figure out how to use it, they quickly lost interest. When we do not put sufficient thought to matching the target audience's preferences to a digital platform's functionality and feel, it can contradict all other messaging and branding that's been convincing until this point. They lose trust or become confused, and this causes them not to go to the next step. In this situation, the final result for the company is negative, and they suffer a loss in sales."