Why a Seamless Physical-Digital Experience is Critical for Brand Value

Customers don’t differentiate between physical and digital experiences — they expect a brand to feel consistent, whether they’re interacting with a product in-store, on an app, or anywhere in between.

Yet many organizations still struggle to bridge the gap, creating friction that weakens brand perception and erodes customer trust.

In this episode, Sabrina Mach and Francesco Fera discuss why aligning physical and digital design is no longer optional — it’s a strategic necessity.

They explore the challenges companies face, the disconnect between teams, and the risks of an inconsistent brand experience.

More importantly, they offer practical strategies for closing the gap, strengthening collaboration, and ensuring your brand delivers a cohesive, high-value experience across every touchpoint.

This conversation is essential listening for business, product and design leaders looking to future-proof their brand and maintain customer loyalty.

KEY TAKEAWAYS

• The gap between physical and digital products is often due to different design maturities.
• Successful brands bridge the gap by creating a unified experience across all touchpoints.
• Understanding the emotional connection of physical products can inform digital design.
• Collaboration between physical and digital design teams is essential for coherence.
• Design leaders must communicate the value of design to executives effectively.
• Building a network within the organization enhances visibility and support for design initiatives.
• Persistence is key in advocating for cohesive design practices.

• Creating a common language between design teams fosters better collaboration.
• Design should be seen as a strategic asset that drives business success.

CHAPTERS

00:00 Intro to the Show

00:14 Intro to Topic: Physical and Digital Experience Gap

00:53 Intro to Guest: Francesco Fera

01:32 The Journey of a Designer: From Digital to Physical

04:10 Root Cause of the Experience Gap

07:16 Why Things Don't Transfer From Physical to Digital Design

09:37 Translating Emotions: From Physical to Digital Experiences

14:34 The Importance of Brand Coherence

20:15 Creating Credibility: The Designer's Role in Business

26:07 Barrier to Coherent Brand Experience: Digital Transformation Challenges

30:39 Bridging the Gap: Strategies for Creating a Coherent Brand Experience

34:09 Principle: End-to-End Thinking to Create Coherent Brand Story

37:23 Personal Insights: Bridging Physical and Digital Design

42:19 Tips for Designers: Collaborating with Physical Design Teams

43:41 Guidance for Business Leaders: Creating a Cohesive Experience

47:03 Key Principles for Success in Design49:43Creating Better Products: The Importance of Cohesive Brand Experience

50:14 Recommended Resources for Designers

52:19 Connect with Francesco

53:22 A Question for you

54:04 Bonus Scene :)

KEYWORDS

physical products, digital products, design experience, brand perception, customer experience, design integration, cohesive experience, digital transformation, industrial design, user experience, unified customer experience, brand value