Well, I don't know about you, but I'm convinced
> audiences, allowing them to explore the content – learning the basics
> on their journey, while being able to choose to read further.
So by clumsily breaking out of a well-understood and well-tested user experience (browsing web pages) they've somehow made it more immersive? As opposed, to, say, introducing introducing a jarring dissonance?
And what happens to the "immersive" user experience when the user hits one of the (many, many) external links and end up off on some banking website or wherever?
> There are no page refreshes throughout the experience, which is
> Women aged 35-55 and SMEs
It's 2014 for $DEITY's sake. A surprising number of people know how to use websites without being patronised by cartoon graphics and so-called immersive experiences. Yes, that includes women aged 35-55 and SMEs.
> "Small changes in behaviour^H^H^H Wasting less taxpayer money on
> badly thought-out digital campaigns could save the public and small
> businesses in the UK a tremendous amount of money."