Have you ever noticed how everyone is online? From small to large companies and with the most varied possible segments, entrepreneurs have adapted to the competitive market digital.
But, with the new technologies and such fierce competition, the big question is: how do you stand out? Don't worry, we'll get there!
Next, let's dive deeper into the consumer experience and reveal how innovations can be an important competitive differential in the virtual market.
How to stand out in the digital market with UX and new technologies
With more companies operating online and consumers increasingly present in the digital world, differentiating your brand requires focusing on customer experience and using technology intelligently. User experience involves every interaction throughout the purchasing journey and can increase traffic, conversion, satisfaction, loyalty, and recommendations. Four pillars help guide this work: usefulness, usability, accessibility, and intuitiveness. At the same time, innovations such as AI, chatbots, voice interaction, and augmented reality can optimize processes and improve service, as long as there is care with data, consent, and security.
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Strengthen user experience with usefulness, usability, accessibility, and intuitiveness.
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Ensure an efficient, secure, and easy to navigate platform, avoiding slowness and a confusing layout.
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Apply accessibility practices such as proper contrast, alternative text, and well labeled forms.
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Use UX Writing to guide actions clearly in journeys like sign up, purchase, and payment.
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Adopt AI, chatbots, voice, and augmented reality, aligning automation and data with the LGPD.
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What you will see in today’s content
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The growth of the digital market and the consumer’s presence in the online environment.
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The 2024 internet access scenario in Brazil and the relevance of smartphones in online retail.
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The difference between merely existing online and creating an experience that converts and builds loyalty.
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What customer experience (UX) is and how it connects to traffic, conversion, satisfaction, and loyalty.
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The four pillars of user experience: usefulness, usability, accessibility, and intuitiveness.
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How usefulness and usability impact perception and how long a user stays on the platform.
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Digital accessibility and practices such as proper contrast, alternative text, and well labeled forms, with reference to WCAG.
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Intuitiveness, UX Writing, and reducing doubts in journeys like sign up, purchase, and payment.
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New technologies, LGPD, and trends such as AI chatbots, voice interaction, and augmented reality.
Good reading!
Digital market and its growth in recent years
With the democratization of the Internet and smartphones, it's hard for a brand to stay offline, isn't it? After all, the consumer is increasingly present in the digital universe.
Digital is already part of everyday life. In 2024, Brazil reached 159 million internet users, which represents 84% of the population, according to the TIC Domicílios survey.
In e-commerce, mobile remains central. Studies show smartphones are the most-used device for online purchases, and they also highlight the strong role of retail apps for shopping and brand engagement.
On the business side, TIC Empresas data shows social and messaging channels are widely used, while owning a dedicated website is still not universal. In practice, “being digital” means building an experience that converts and retains, not just showing up online.
Ok, if you are online and thousands of other companies are too, how do you differentiate yourself and attract more customers? In the next topic, we'll talk about that.
Customer experience in the digital market
Known as User Experience (UX), user experience is everything that involves the customer's interaction with the company throughout their buying process.
Companies that invest in UX are focused on offering a positive and differentiated experience. And consequently, they have more traffic, better sales conversion and happier customers. In addition, of course, to greater loyalty and an increase in recommendations.
What are the pillars of the user experience?
With the consumer in this virtual environment, it is important that you understand that several factors can contribute to a good or bad experience.
Therefore, below, we separate the four main elements that can improve the satisfaction of your customers:
- Utility;
- Usability;
- Accessibility;
- Intuitiveness.
Shall we take a closer look at each of these pillars?
Read too:
- 4 tips for audiovisual production of digital content
- The 8 essential tips to improve your CRM
- Automation: how to create a purchase flow in 5 standards
Utility
One of the pillars of customer experience, usefulness refers to useful content that adds value and is available to the user. Whether on your website, application or social network, it's important to make it clear how your service or product is functional and can help the customer solve some kind of problem.
Usability
As the old saying goes, "first impressions last". And when it comes to the user experience, this is very true.
When he accesses your platform, and finds a messy design, a slow platform and difficult to navigate, it is likely that he will not stay long on your page.
Therefore, when it comes to UX Design, It is important that your platform, in addition to having a beautiful layout, is efficient, safe and easy to use.
Accessibility
Responsive design is essential, but digital accessibility goes beyond screen size. It ensures people with different needs can navigate, understand, and interact with your content, including users who rely on screen readers or keyboard-only navigation.
A widely adopted standard is the Web Content Accessibility Guidelines (WCAG). Practices like sufficient color contrast, alt text, and well-labeled forms improve usability for everyone and make the experience more inclusive.
Intuitiveness
To provide a unique user experience, a good platform must be intuitive. The customer must be able to understand the information on your site easily, such as where to click to access such information. At that point, a good UX Writing can help!
UX writing is the practice of creating interface copy, such as buttons, messages, instructions, and warnings, to guide users clearly and reduce confusion while they navigate.
When done well, it helps people make decisions with confidence and complete tasks with less friction, especially in flows like sign-up, checkout, payment, and contact forms.
By now, you may have noticed that many of the user experience factors are tied to new technologies, and that's what we'll talk about in the next topic.
What is the importance of new technologies?
If you want to leave your mark in the virtual environment, we are already telling you that the best way to do this is to keep up with new technologies.
With a competitive market, being aligned with innovations is essential to provide your customer with a differentiated service.
For example, with Artificial Intelligence, one of the biggest technological advancements, it is already possible to automate tasks, reduce operating costs and have greater agility in processes that would previously take twice as long.
To innovate sustainably, it helps to remember that technology is also about trust. In automation, chatbots, and AI projects, align data collection, consent, and security with Brazil’s General Data Protection Law (LGPD), especially when forms, CRM systems, and automated support are involved.
Even simple governance makes a difference. Define what you collect, why it is needed, how long it will be stored, and who can access it. This reduces risk, improves user experience, and makes innovation easier to scale.
You know that email you send in a matter of seconds to a list of a thousand people? This is one of the advantages of new technologies!
And of course, having them available directly contributes to the consumer experience. With a fast, agile service focused on innovation, you will have a satisfied customer and a good propagator of your company.
What are the technology trends?
If you've come this far and decided to move forward in the digital market, it's time to invest in new technologies. But, with so much newness in the virtual universe, what can actually make your company stand out from the rest?
The answer to that question, you find it now! Below, we separate three technology trends that will streamline your process and maximize customer satisfaction.
Artificial Intelligence Chatbots
By mapping situations, helping to make decisions, solve problems and facilitating various internal and external processes, AI has arrived to revolutionize the entire digital market and promises to be a strong trend for the coming years.
Even when it comes to customer service, one of the biggest innovations is the ChatBots of Artificial Intelligence. In practice, chatbots are software capable of making the first contact with the user, answering their main questions quickly.
Around here, we already use AI within our strategies and we can guarantee that despite this contact being made by machines, the natural language processing It's as human as possible.
With the best tools and techniques of machine learning, the chatbot learns and personalizes your contact, according to user data and interactions.
Voice interaction
Voice interaction keeps evolving, and it is increasingly tied to AI assistants and conversational experiences across websites and apps. This shifts expectations, because users want to solve things quickly instead of manually searching through pages.
That is why clear FAQs, scannable content, and guided flows matter. A well-designed conversation does not only answer questions, it helps users complete the action they came for.
Augmented reality
One of the greatest innovations in the digital market, augmented reality immerses the user in a unique experience in the online universe.
Augmented reality inserts virtual elements into a physical environment and thus personalizes the consumer experience. In addition, technology optimizes the entire sales process and is a great differentiator among competitors.
In education, augmented reality and virtual reality can support learning and strengthen the institution’s value perception. Augmented reality adds digital layers to the real world, while virtual reality creates a fully immersive experience.
In practice, the goal is similar: make complex topics easier to visualize, increase engagement, and improve the student experience across the full journey.
And since we are talking about educational marketing, we have an extra tip for you, our post: Crucial factors of student retention in the education system.
Find out how to invest in more assertive strategies and avoid student dropout.
Frequently asked questions about customer experience, the digital market, and new technologies
What explains the growth of the digital market in recent years?
The growth is connected to the democratization of the internet and smartphones, which makes it hard for a brand to stay offline and brings consumers into the digital world.
How many people accessed the internet in Brazil in 2024?
In 2024, Brazil recorded 159 million people who access the internet, equivalent to 84% of the population, according to the TIC Domicílios research.
Why is the smartphone so important in online retail?
The smartphone remains the protagonist, identified as the most used device for shopping, and apps are highlighted as a channel for purchasing and building relationships with brands.
What does “being in digital” mean for a company?
“Being in digital” is not only existing online, but creating an experience that converts and builds loyalty.
What is customer experience (UX)?
User experience is everything that involves the customer’s interaction with the company throughout the entire purchase process.
What benefits do companies get by investing in UX?
Companies that invest in UX can achieve higher traffic, better sales conversion, more satisfied customers, greater loyalty, and more recommendations.
What are the pillars of user experience?
The four main pillars are usefulness, usability, accessibility, and intuitiveness.
What is usefulness in customer experience?
Usefulness is providing helpful content that adds value and is available to the user, making it clear how the service or product is functional and helps solve a problem.
What is usability and why does it influence how long a user stays?
Usability involves how the user perceives and uses the platform, and a messy design, a slow platform, and difficult navigation tend to reduce the time the user stays on the page.
What is digital accessibility and how does it improve the journey?
Digital accessibility ensures that people with different needs can navigate, understand, and interact with content, including those who use screen readers or navigate only by keyboard, with practices such as proper contrast, alternative text, and well labeled forms.
What is intuitiveness and how does UX Writing help?
Intuitiveness is making it easy to understand the site and clearly indicate where to click and how to proceed, and UX Writing helps by creating interface text such as buttons, messages, instructions, and notices to reduce doubts and friction.
Why is keeping up with new technologies important to stand out?
Keeping up with new technologies is a path to offering a differentiated service and staying aligned with innovations in a competitive market.
How can Artificial Intelligence help companies in the digital market?
Artificial Intelligence can automate tasks, reduce operational costs, and increase agility in processes that used to take much longer.
What data care is important in automation, chatbot, and AI projects?
It is important to align data collection, consent, and security with the Lei Geral de Proteção de Dados (LGPD), especially when there are forms, CRM, and automated service.
What is a simple data governance approach to support innovation?
Simple governance defines what will be collected, why it is necessary, how long it will be stored, and who will have access, reducing risk and providing more security to scale innovation.
What are AI chatbots and what is their role in service?
Chatbots are software capable of making the first contact with the user and answering the main questions quickly, supporting decisions, problem solving, and internal and external processes.
How does voice interaction connect to AI assistants?
Voice interaction is increasingly connected to AI assistants and conversational experiences within websites and apps, and users expect to solve things quickly without searching manually.
How do direct content and guided flows help in conversational experiences?
More direct content, good FAQs, and guided flows help not only to answer but also to complete the action the user needs.
What is augmented reality and why is it a differentiator?
Augmented reality inserts virtual elements into a physical environment, personalizes the consumer experience, and can optimize the sales process, creating a differentiator among competitors.
What is one cited example of augmented reality?
One example is Tintas Coral, where the consumer points a smartphone at a room and sees how the space would look in the desired color.
How can augmented reality and virtual reality support the educational environment?
They can support learning and perceived institutional value by making complex content easier to visualize, increasing engagement, and improving the student experience throughout the journey.
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