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From overlooked accessibility to generic design choices, digital experiences are failing millions of users—here’s what’s going wrong and how brands can create truly standout UX.
The recently launched Digital Experience Index from digital and research agencies Bernadette and Watermelon has shed light on a rather gloomy statistic: one in three digital experiences are actively failing users. Nearly half of consumers (49%) feel that brands are “missing the mark” with their websites and apps, and 47% struggle to access the support they need.
Given that 60% of brand interactions now happen online, these figures highlight a pressing issue that designers, developers, and brands should all be aware of. Bad digital experiences aren’t just frustrating; they’re expensive. The report estimates that poor UX costs brands 8% of their annual revenue, amounting to a staggering £3.07 trillion ($3.8T) globally.
So, what are brands getting wrong, and how can they move beyond ‘good enough’ to create digital experiences that truly resonate with users? We asked leading designers to weigh in on the common pitfalls, the standout experiences that set the bar, and what it takes to bridge the gap between functional and fantastic UX.
The pitfalls of prioritising style over usability
One of the biggest issues brands face is prioritising style over usability. “There’s still a bit of a dispiriting tendency to prioritise style over substance,” says Conran Design Group digital designer Hayden Sheppard. “Whether a digital experience looks good is seen to trump whether that experience is intuitive and seamless for users.”
In addition, tight budgets and time constraints often mean that UX refinement is overlooked, and digital platforms are treated as an afterthought rather than a core brand experience. Sheppard also notes that digital experiences are often launched to great fanfare, only to be neglected over time, with little attention given to ongoing maintenance or improvements.
All images from The Digital Experience Index
UX alone won’t solve all your problems
Another common mistake is the misconception that interface design alone can solve every problem. Koto’s Anton Martinez and James Howard argue that a truly effective digital experience is built from deep within the business.
“Good experiences are a result of a lot of things – product, pricing models, data, business decisions, content, visual design, brand, or technical performance,” they explain. Many brands also default to established UX patterns to create familiar experiences, but in doing so, they risk making their platforms feel generic rather than distinctive. “Friction isn’t always negative if added in the right place and form,” they note. “Finding opportunities to inject personality can add to that uniqueness and, in the context of a digital product, build a memorable brand experience.”
Accessibility as an afterthought
Accessibility is another major blind spot that continues to hinder digital experiences for a vast number of users. “It’s largely misunderstood and more often treated as a final adjustment or compromise rather than an empowering aspect of design,” says DesignStudio digital creative director Jordan Sheldrick Devine. When accessibility is deprioritised, brands alienate users who rely on inclusive design features, effectively failing at one of the fundamental purposes of UX – ensuring a seamless experience for everyone.
The lack of early commitment to accessibility leads to clunky, retrofitted solutions rather than intuitive, integrated experiences. On the contrary, the team at ustwo highlights their work on the Spotscan+ Coach app, which was designed with accessibility at its core from the outset.
“Committing to accessibility early across the product design workflow meant that users with accessibility needs weren’t left to fend for themselves. The experience was built to be inclusive from the moment it launched rather than months into the roadmap,” explains Ustwo Design Principal Taylor Westoby.
It’s important to note that accessibility isn’t just about legal compliance; it’s a competitive advantage. According to a WebAIM study, over 97% of the top one million websites still fail basic accessibility standards. Arguably, brands that proactively design for accessibility differentiate themselves, fostering loyalty and inclusivity in a way that competitors often overlook.
“A well-thought-out accessible experience doesn’t just help those with disabilities—it improves usability for all users,” notes Sheppard. Features like high-contrast modes, voice navigation, and clear, intuitive layouts don’t just benefit a minority but create a frictionless experience for everyone, including those in temporary or situational limitations (e.g., using a device in bright sunlight or with a broken arm).
The critical role of user research
The report and expert insights also reveal that one of the biggest failings in digital experience design is the lack of deep, ongoing user research. “All too often, people sit in a room discussing what the project should look like without properly understanding the end users and getting their feedback early using a prototype,” says Signifly managing director Jamie Vaughan.
When brands assume they know their audience without direct engagement, they risk developing experiences that frustrate rather than facilitate. Westoby underscores the importance of considering the broader digital landscape: “When designing digital experiences, you aren’t just fighting at a brand level – you’re competing for attention against every notification, distraction, and procrastination available.”
User research isn’t just a one-time task but a continual process. It involves qualitative interviews, usability testing, and analytics to uncover both overt and hidden pain points. Wiedemann Lampe’s strategy and innovation director, Alex Lampe, stresses the need for ongoing engagement with users. “There are two tiers of UX. There is the ‘I’ve read the book, and here are the best practices’ approach, and then there is the true design thinking kind that addresses the specific needs, challenges, and opportunities of a brand.”
For brands looking to build more engaging digital products, research must move beyond demographics and surface-level surveys. Observational studies, A/B testing, and even ethnographic research can reveal surprising insights into user behaviour. Vaughan advises: “Start by better understanding your users. Take more time to speak to them, test with them, and understand their needs and wants. Then, take quality time in the design phase to iterate and get feedback before rushing through to development and launch.”
Ultimately, the brands that excel in UX are those that continually refine their experiences based on real user data. From understanding the motivations behind user actions to predicting friction points before they become issues, deep research ensures digital products remain relevant, intuitive, and genuinely useful.
Brands setting the standard
Despite these challenges, some brands have been very successful in designing seamless UX. Fintech and travel brands, including Monzo, Uber, and Booking.com, consistently rank highly because they focus on efficiency, speed, and intuitive interfaces.
Sheppard adds: “Apps that are designed to drive action—like Citymapper, Airbnb, and Monzo—are successful because they prioritise function, speed, and efficiency.” Again, Monzo, in particular, stands out for its ability to help users take control of their finances in a human-centric way, addressing pain points and making money management more accessible.
E-commerce and subscription services are also demonstrating best-in-class UX. Martinez and Howard highlight Bloom & Wild as a prime example, noting that its seamless user journey, strong brand voice, and rejection of dark patterns make for an experience that “just works—from order to delivery.” Meanwhile, Sheldrick Devine points to YouTube Kids, which has been meticulously designed to encourage exploration and learning while minimising frustration, an approach that prioritises both function and accessibility.
Bernadette’s chief design officer, Jonny Goodhall, also highlights the Pizza Express app as an example of a brand delivering a strong digital experience. He says, “The Pizza Express app experience underpins an exceptional loyalty programme.
“It feels 100% on brand and offers a range of genuinely useful and delightful features for regular restaurant goers and creates a sense of connection between you and those eating with you, as well as the brand.” He notes that brands often fail to align their digital interfaces with their core identity, which weakens the overall experience.
“Sadly, we often see a tech implementation approach in favour of prioritising design—often tech platform templates and design conventions over-standardise the interfaces, and consequently reduce any true brand expression or standout.”
Closing the gap between good and great UX
So, how can brands close the gap between good and truly great UX? First, ongoing optimisation is crucial. “Digital experiences need constant optimisation to ensure they evolve in line with rapidly changing user needs,” says Sheppard. A clunky experience – even if beautifully designed – will ultimately push users away.
Aligning UX with brand strategy is another key factor. “For UX to truly stand out, it needs to be rooted in the brand’s vision, values, and character,” says Lampe. Establishing clear design principles that connect back to a brand’s identity ensures greater consistency and impact.
User research must also be prioritised throughout the process. “Start with better understanding your users, take more time to speak to them, test with them, and understand their needs and wants,” Vaughan advises. Taking time to iterate in the design phase before launching can mean the difference between a ‘good enough’ experience and one that fosters real engagement and loyalty.
Brands should also embrace a balance between function and friction. “Not enough friction can turn a seamless experience into something forgettable,” Lampe notes. The best digital experiences don’t just guide users from screen to screen – they do so in a way that feels unique to the brand itself.
Last but certainly not least (which is also kind of the point), accessibility should never be an afterthought. “Committing to accessibility early across the product design workflow means users with accessibility needs aren’t left to fend for themselves,” says Westoby, ensuring that all users can fully engage with a platform from the outset.
With UX failures costing brands trillions, the need to bridge the ‘experience gap’ has never been more urgent. As these insights from leading designers show, great digital experiences aren’t just about aesthetics or conversion rates – they’re about understanding users, designing with empathy, and ensuring that digital touchpoints feel as good as they function.
Brands that commit to this will create digital experiences worth talking about, worth promoting, and worth returning to again and again.
