The Office of Experience

Your website now has two audiences within the same buyer journey: humans and the AI agents researching on their behalf. AI agents are now doing preliminary research, filtering vendors, and surfacing shortlists before a human buyer lands on your site. They work from raw HTML, clean text, and structured data. And when that human buyer does arrive, they're not looking to be persuaded, they're coming to confirm. Your site needs to build the confidence that gets them there. Optimizing for one audience at the expense of the other means leaving part of the buyer journey unaccounted for. We broke down what it looks like to structure your content and user experience for both. Read the article below: #AEO #GEO #AISearch #DigitalExperience

OX Behind the Build: Scaling a Brand Identity We pulled Zishuo Wang ("Z"), a member of our creative team, aside to give a first look at one of our current projects: a digital identity overhaul for a global leader in AI data infrastructure. Get an inside look at what's being built, what the team is learning along the way, and what it takes to scale a brand from the ground up. 1. What type of project is this? What is the client trying to solve? Z: It’s a full digital brand refresh and website redesign. The client is the industry leader in AI infrastructure right now, and they wanted a digital presence that reflects that leadership. They brought us in to enhance their digital identity and help them establish a stronger presence online. 2. What’s something new you’ve learned on this project—whether it’s a tool, design approach, or technique? Z: In the early phase of the project, I had the opportunity to try Framer, a design tool similar to Figma that focuses on both design and development. I tested its breakpoint feature, which lets me design across multiple breakpoints simultaneously. 3. What design decision are you most proud of so far? Z: This isn’t directly related to graphic design, but I‘m proud of how quickly we adapted to the client’s direction and expanded their design system across multiple pages. We weren't handed a finished brand and told to build a site. We were in the room as the brand became itself—shaping the digital expression in real time together. 4. What part of the new design do you think will make the biggest difference for users? Z: The core challenge was creating a cohesive brand system that could scale. We condensed their overall brand visuals, identified the functional pieces, and reworked them to be scalable. The end result is a site that looks modern and is easy to navigate. We'll share more as this one comes together. #WebDesign #BrandIdentity #UXDesign #BrandRefresh #DesignSystem

OX Client Spotlight: The Creative Challenge Behind Mack Trucks’ Big Launch Moment Before CONEXPO-CON/AGG opened its doors a few weeks ago, Mack Trucks invited executive dealers, press, customers, and public officials to Las Vegas Motor Speedway for the simultaneous public launch of the all-new Mack® Granite® and all-new Mack® Keystone™. OX partnered closely with the Mack team on the creative foundation of the experience—developing the event theme and messaging, and carrying that story through environmental graphics across every attendee touchpoint, from arrival through the post-reveal space. The creative challenge was real: two trucks, two distinct audiences, two different applications (construction vs. agriculture and hauling), one cohesive event. Getting both products to feel distinct yet unified under a single theme was where the craft came in. Timing was intentional. Launching the night before North America’s largest construction trade show gave Mack the first word, and the energy carried straight into their ConExpo booth the next morning. Few moments carry more weight than a product launch in front of your most important audience. We were glad to help Mack Trucks make it count. #MackTrucks #ConExpo2026 #ExperientialMarketing #ProductLaunch #CreativeStrategy

Most design systems don't fail because of bad design. They fail because they start with components instead of conviction. OX's Jenna Kennedy joined Chris Taylor from our partner DDN on The Agile Brand with Greg Kihlström® to talk about how to build a design language your whole organization will actually use, and why the strategic foundation matters more than the style guide. Give it a listen: https://lnkd.in/gdn7Dc9R #DesignSystems #BrandStrategy

Your website has two audiences now. Are you optimizing for both? Our Managing Director and Head of Client Strategy, Lisa Ferriter, was at the eTail™ AI Summit last week where Paul Acito, CEO of Lyftbridge, put it in terms that are hard to ignore: we are headed toward a dual web—one for humans, one for agents. Let’s think about what that means. AI agents are increasingly entering the buying journey before a human ever lands on your site, researching, filtering, summarizing, and recommending. But most websites were built for human eyes with JavaScript-heavy interfaces and image-forward layouts. LLMs work from raw, static HTML with clean text and structured data. If your content isn’t legible to agents, you’re invisible to a growing portion of the journey. That’s one problem, but there’s a second one that’s equally underestimated. Even when humans are doing the shopping on your site, the job of your digital experience has changed. Daniel Bennett, CMO of Furniture.com, made a point at the summit that cuts across every high-consideration category: buyers aren’t afraid of purchasing, they’re afraid of making the wrong purchase. Optimizing for conversion assumes the buyer is ready. Building their confidence gets them there. That’s why Furniture.com launched Dottie, an AI shopping assistant whose job isn’t to convert, but to build the trust and confidence that makes buyers feel safe in their decision. Two audiences. Two optimization challenges. So the question worth sitting with: Is your website built to earn the confidence of both the agents filtering you in and the humans deciding whether to trust you? Thanks to Lisa for bringing these insights back to the team! #eTail #AISummit #AI #CX #CustomerJourney #Ecommerce

Congratulations to our partners at Mack Trucks on a successful launch event!

If someone can't use your website, they're likely not going to become your customer. Accessibility is a fundamental part of building digital experiences that work—for everyone. Done right, it doesn't just serve users with disabilities. It makes your site faster, easier to use, and more searchable, including by AI. Conversational search is changing how people navigate the web, and it favors sites that are well-structured and clearly written. We put together a quick guide to what that looks like in practice. Read it here: https://lnkd.in/gmtC3Jg9 #UX #CustomerExperience

A short but inspiring trip to eTail™ for the AI Summit, sweetened by the opportunity to spend time with our partners at Visionworks of America! #eCommerce #RetailTech

OX's Lisa Ferriter is on the ground at eTail™ this week, taking it all in and sharing her experience. If you're attending, be sure to connect with her—we'd love to hear what's resonating with you. #eTail #Ecommerce #DigitalExperience