The term “engagement” refers to more than a marketing jargon – it is a way of interacting with people. The consumers’ wants, needs, and behaviors are constantly evolving – which means businesses must adapt as well. Online interactions that feel more human don’t just build better companies, they build better brands. Engagement matters and design is the backbone of a sustained customer relationship. A strong engagement has three main elements to it: connection, personalization, and presence. The application of human-centered design principles such as empathy and altruism pays off greatly. Small changes in a brand’s behavior can reward long-lasting and authentic relationships with customers. Typeform has analyzed the tools and resources brands use to stay on top of changing consumer behaviors and summarized some of the trends industry leaders are observing.