Customer experience design

Customer experience design refers to the optimization of the customer experience (CX) at all touchpoints in the customer journey.

In the Age of Information, customers will interact with multiple brands, seamlessly, throughout the course of their day. If the customer is connected to a company through an app or through another frequently used device or product, their customer journey might even be lifelong. Given the rapid evolution of the customer-brand relationship in the 21st century, CX design has become deeply important to good business.

Here are a few things to keep in mind about CX design:

  • CX design should be subjective and objective.
    CX designers can use objective results to create subjectively pleasing experiences. With the use of collected data and key metrics, including conversion rates and customer engagement, CX designers can create experiences that are personalized, adaptable, anticipatory, and streamlined.
  • CX design is different from UX design.
    Unlike user experience design (UX design) or user interface design (UI design), which refer to single interactions that a customer has with a company’s product, process, or technology, CX design has a wider scope. UX is part of that scope, but CX covers more territory.
    For this reason, CX design is applicable to almost every industry; UX design is generally associated with the technology industry and with tech products.
  • CX design combines design capabilities with the customer experience.
    Legacy organizations siloed operations, with customer experience teams working separately from design teams. According to customer experience design best practices, the customer experience approach is integrated with design thinking.
  • CX design has human elements
    Customer experience design address the need for customer support and engagement during all parts of the customer journey. The best CX strategy will take customers’ temperature throughout all points of the customer journey, then design experiences that answer and anticipate customer expectations. This design is supported by data collection and data governance, including the use of interviews, surveys, polls, and usability tests. Businesses may measure success based on a net promoter score (NPS), churn rates, conversion rates, retention rates, and company-specific ways of measuring customer satisfaction. 
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