Digital experience succeeds when led by business intent, not tools.
Across the industries I’ve worked with, I’ve observed a recurring misconception that digital experience is something you can “deploy” through tools.
But experience isn’t a product of technology alone. It’s deeply embedded in how a business operates and how decisions are made. It reflects priorities, processes, and culture—not just code.
Too often, organizations invest in the latest buzzwords and platforms, hoping these will resolve long standing pain points. But without clearly defined problems or purposeful outcomes, the effort remains superficial.
The Challenge of Fragmentation
A big hurdle in delivering meaningful digital experience is fragmentation—not just of systems, but of accountability. Very often, infrastructure belongs to one team, while applications belong to another. Security may be managed separately, and user metrics might sit with the marketing.
Each group sees only part of the picture. The result is that there are silos of monitoring, but no true visibility.
Observability tools alone doesn’t make a business observant. True experience must be designed with business goals in mind.
Start with the Journey
To cut through the noise, begin with a specific user journey: onboarding, billing, claims, etc. Then ask: Where are the delays? Where do users drop off? What’s the cost of failure in this moment?
Only after you’ve answered those questions should you bring in tools—observability, automation, and performance tuning.
The goal isn’t total visibility. It’s intelligent observability—the ability to surface what matters, when it matters, without overwhelming the teams that rely on it.
Complexity Is the New Normal
In today’s hybrid environments, users aren’t always customers on a website. They could be field technicians working in harsh conditions, or engineers in a control room.
So, meeting the bar requires real-time insight—not just into your systems, but across partner ecosystems, edge devices, and operational constraints.
Improving digital experience is not a tech upgrade—it’s a leadership decision. It requires cross-functional alignment; disciplined prioritization; and a cultural shift toward intentional design—at the problem-definition stage.
Co-Creation is the Future
When the business owns the experience and IT co-creates it, you unlock something powerful: not just speed, not just uptime, but a digital journey that feels seamless— not because it’s fast, but because it’s been thought through, end to end.
That’s the kind of experience people remember, That’s what makes digital transformation real.
-Authored by Anjani Kumar, Chief Digital and Information Officer, Ather Energy