OPEN Digital Experience Design: A Strategic, Trends-Based Approach

As the Web has matured, brand relationships have become ever more dynamic.

Nita Rollins outlines and illustrates the kinds of digital brand experiences con- sumers have come to expect-on-demand efficiency and ease-of-use; personalization, including dialogue, customization, and privilege; an engagement characterized by belonging, entertainment, and inspiration; and a networked blend of self-expres- sion, community, and meaningful change.