“So, when is an immersive digital experience appropriate? Although platforms should focus on getting users to their destination, the content users find there can be immersive. Programs should be immersive, but balance experiential design with usable design. Immersive experiences are notoriously difficult to document, from a UX perspective. The frameworks I’ve outlined are helpful in defining immersive experiences to a sufficient level of fidelity for a client to feel comfortable with the direction your solution is taking, but doesn’t inordinately influence the creative team.”
Whatever you build, make sure it’s usable and ‘fun’.