Great digital brands are built around great customer experience. (And they have to, as customer experience is their business). Think Warby Partker, Net-a-porter or AirBnB. All of them focus on making customer interactions as frictionless as possible, with as little pain points. Design thinking helps a great deal in this process. Design thinking methodology favors making of hypothesis and then using user research, brainstorms, storyboards, "what ifs" and scenario thinking to test those hypothesis and arrive at the optimal - most viable, feasible and desirable - customer solution.
This is a great article on how AirBnB uses storyboard method to visualize their customer experience. Have a look.