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In a world that is constantly evolving towards digitalization and interconnectedness, innovative concepts are emerging that challenge conventional notions of interaction and experience. One such concept is the phenomenon called "Phygital" (PXP), a fusion of the physical and the digital that redefines the way we perceive and engage with our surroundings.
The concept of "Phygital" is not new, but until now its use has always been limited to the integration of technology such as Virtual Reality (VR) or Augmented Reality (AR) in physical spaces.
In this article, we propose a re-signification of the term. We will explore it from a broader, everyday perspective, trying to clarify from our point of view what it is, why it is important and how it intervenes in different areas of our lives.
What does Phygital mean?
Every experience is initiated through our senses, which collect information from both the digital and analog environments and then process it in our brain. This information is always imbued with the physical context in which the person is located.
For example, in a museum, we can listen to a guide in our headphones or even obtain additional information by pointing the camera of our device at a work of art. The data provided virtually are decoded analogically. At the same time, the lighting of the museum, the arrangement of the artworks, the number of visitors around us and the general atmosphere also influence how we perceive the cultural experience.
It makes no sense to think of an exclusively digital experience since all experience is rooted in analog processes. Even the information generated by digital devices must be translated analogically so that the human brain can interpret it (Digital to Analog Conversion or DAC).
Individuals' experiences are thus inherently hybrid and are perceived holistically. Therefore, every digital experience is subsumed in a physical environment and every physical experience can be enhanced by a digital environment.
Focusing on the user, it is essential to understand that digital experiences cannot be divorced from the physical world in which they take place and vice versa.
From the more usual UX perspective, the designer is more focused on the UI than on the overall experience. Here the Phygital concept highlights the importance of not omitting elements that are outside the virtual realm but should be considered in the design. These contextual elements contribute significantly to the emotional tone of the entire experience.
To understand this better, let us give you an example: imagine that after an exhausting trip, you finally arrive at your accommodation. If another language is spoken on site, the booking application should take this into account to offer you translation possibilities. If it is at night, the elements on the screen should be large enough to be displayed without difficulty. If these circumstances are not taken into account, the use of the app will probably be associated with a feeling of discomfort.
Since we have a mobile device at our fingertips at all times, it is foolish to think that the experience in the analog world can disregard the contribution of the virtual. The rapid digitization of different domains was deepened by the pandemic that forced companies and individuals to adopt digital solutions. As a result, the need to merge the analog and the virtual has become even more evident as people seek experiences that meet their needs in both worlds in an integrated way.
What is not?
Phigital is not a hybrid journey because physical and digital touch points are interspersed: it is a hybrid journey because every moment is a hybrid journey.
From our approach, Phygital is not limited to a look focused on the technology but on the user. For example, the use of augmented or virtual reality devices in physical environments can be considered Phygital but this approach focuses on the one who provides the experience through technology and not on the human person. It is an experience that minimizes the role of the individual as participant and co-creator.
Following Steve Vargo and Bob Lusch's concept of value, an experience is a fact of co-creation, i.e., by inhabiting the physical world, the person's experience can never be entirely digital but will always be hybrid.
Why now?
The answer lies in the fact that we live in a time where the digital native generations are the majority of the population and the pandemic has accelerated digitization even in those who were reluctant to it. The mass penetration of portable smart devices, coupled with increased processing power and the availability of high-speed networks, make the integration between the physical and the digital more feasible than ever before.
The essence of Phygital lies in not artificially dividing human experiences but adopting a holistic view that takes into account both the individual and his or her environment. In a context where consumers are increasingly demanding, the Phygital experience offers brands a unique opportunity to differentiate themselves. The combination of physical and digital not only enables interaction across the boundaries between online and offline but also meets customer expectations across all channels.
Phygital Applications
One of the main advantages of the Phygital approach is its ability to enrich and enhance our everyday experiences. By integrating the physical and the digital, we can create deeper and more meaningful interactions that transcend traditional boundaries.
It also offers new opportunities for innovation and creativity in a variety of fields, from marketing and advertising to education and entertainment.
Some simple, everyday examples of how to think in Phygital key to enrich people's experience:
- When visiting a restaurant, we interact with multiple physical and digital aspects. From scanning a QR code to access the digital menu to sharing photos of the food on social media, the experience is fully Phygital. The interface must be intuitive and easy to use, allowing quick navigation and access to relevant information such as the menu and promotions. At the same time, the physical environment of the restaurant, including décor, lighting and music, also influences the experience.
- In a physical store we can use our smartphone to compare products that are on display. This implies a Phygital experience where the app we use must be able to scan barcodes or tags to provide detailed information about the products, including prices, features and reviews from other users. The user interface should be fast and easy to use, allowing us to access the information we need while on the move within the store. In addition, it could offer personalized recommendations based on our previous shopping preferences, creating a more relevant and engaging shopping experience.
- When we cook with the help of an application, the circumstances in which the activity takes place must be taken into account, which affects the design of the UI. In addition, the recipes offered should consider that the ingredients are available according to our location and seasonal season. This implies an integration between the digital experience of the application and the physical environment in which we find ourselves.
- While playing tennis, the smartband we wear records data such as heart rate, number of steps and distance covered during the game, giving us a detailed view of our physical performance. The digital interface displays graphs and statistics in real time, allowing us to track our progress and set goals to improve our performance.
New frontiers
The Phygital concept from the perspective of resignification that we propose goes beyond simply having a physical store and an online presence. It is about creating holistic experiences that combine the tangible and intangible aspects of customer interaction with the brand, products and services.
To remain competitive, companies must take advantage of this trend to deliver memorable experiences that transcend traditional boundaries.
And do not forget that to be truly "human centric", we must consider the experience as an integrated whole, where the physical and the digital merge, abandoning the labels CX and UX that we have been using so far. Because they are just the names of two separate departments within organizations.