EXPERIENCE INNOVATION — DESIGN & DEVELOPMENT

CX DESIGN

CX Design is concerned with defining and capturing the desired customer experience you want your customers to have whenever interacting with your business, its brands, and its offerings.   This spans the entire Customer Lifecycle… becoming aware of their need, contemplating a purchase, researching their options, purchasing their chosen option, receiving it, unpacking it, setting it up, using it throughout its lifecycle, maintaining it for as long as makes sense, retiring it, and then starting the cycle all over again — including both being loyal to the brand and referring it to others.   This sequence of events is the ‘journey’ your customers take along their path of engagement with whatever option they ultimately choose.  

The proper design of the CX journey is extremely critical.   It has to make careful use of Experience Psychology in order to properly influence key attributes of your offering (such as its features and performance levels) and otherwise optimize the overall journey.   Viewed more broadly, CX Design captures those experiences you want your customers individually, and your markets collectively, to have whenever engaging with your products or services.   Together with your marketing messages, these will largely determine the market's perception of your brand, and are what ultimately create (or fail to create) a particular level of loyalty to that brand.        

CX / EX ALIGNMENT

The greatest value transfer takes place, and the delivery process is most effective, when both designs — CX and EX — are seamlessly congruent with one another.

Often, wherever there is a breakdown between the two, the result ends up creating pain and friction for both parties… a lose–lose.   The win–win situation occurs when they are designed to work in harmony with one another.   The conditions for this to happen are generally set within the context of the Business Model Design itself.

THE ENGAGEMENT

The Experience Design Engagement typically follows these steps:

1. We begin by listening to you in order to understand the experiences you wish to stage and your goals and objectives for these experiences (this may stem out of prior Discovery work we've already completed together).
2. As needed, we gather all pertinent background information, including any preceding user, market, and/or business insights that would have been generated.
3. If needed, we can first dissect and analyze any existing customer or employee experiences to understand where they fail and fall short, which can be used as input into the new experience design.   This may necessitate going into the field to gather customer and/or business feedback on different perceptions of these experiences.
4. We then lead the process of designing the new experience.   We typically involve certain members of your staff collaboratively in the process in order to ensure their inputs are captured while the experience is being designed, and so that there is ownership of the new experience when the time comes to stage it.
5. When finished, we prepare for you a formal Experience Design Report illustrating the new customer and/or employee experience, and explaining in full detail how it is to be staged.
6. We then travel to your office and present the new experience design to your leadership team.   We can also lead workshops with any of your staff to help disseminate the experience design wherever needed.
7. As desired, we can assist you with implementing these new experiences, including by developing new product and service innovations, and/or by developing appropriate go-to-market and brand strategies.