Customer Experience Journey Design

• Involves the customer’s feelings and thoughts (enthusiasms, pleasures, concerns, expectations, fears, hopes...) at each stage of an experience.
• Provides the organization with a “to-do list” to eliminate (or minimize) negative feelings and thoughts and increase positive feelings and thoughts.

• A communication tool that shows which proposal should be made to whom, when, and with which expressions;
• A CRM guide describing which data to collect from which touchpoint and what it means;
• A compass for transformation that reveals at which point and what kind of arrangements will make the customer’s life more convenient.

• Since humans are changing beings, feelings, and thoughts can change over time.

• By pairing the qualitative findings of the Customer Experience Journey with the data, the root causes of the positive and negative feelings elicited by the experience can be identified.
• If collected and processed correctly, data can reveal everything about the customer.

• When designing the perfect experience, organizations seek to ensure that the customer thinks that their experience feels natural to them.
• Organizations that know the meaning of the data and the root causes of customer emotions and thoughts, can design the experience that customers think they have built perfectly.

The concept of “people first” in design ethics should also apply to the design of experiences.

• Designing an experience that will lead the customer to say “worth every penny” rather than having them spend more money,
• Ensuring that the customer enjoys the moment but does not regret it later,
• Using customer data to make the customer’s life more convenient and improve their experience, rather than turning their data into a commercial product,

are the essentials of designing experiences.

• Functional: It should be useful for the targeted persona
• Environmental: It should be sustainable and not harm the environment
• Ergonomic: It should be user-friendly and make life easier
• Social: It should respect all forms of diversity
• Emotional: It should ensure engagement
• Financial: Viability is also important, your design should live and let live with the above features
• Ethical: The journey should be designed in a way that should be lived with the customer, not against the customer

This article first appeared in Cloud4Feed’s CX Kaleidoscope Yearbook 2024 and is published here as written by the author. Part 3 of 8