Customer Experience Design

Experience Discovery|Experience Design

What Is Customer Experience (CX)

It is the result of an interaction between an organization and a customer over the duration of their relationship.

Experience Discovery

Experience discovery focuses on having a deep understanding of users, what they need, and what they value.








Competitive Analysis

Performing an audit/review of competing websites and apps to establish what makes the service unique–and therefore what attributes need to develop in order to attract the target market.

Benchmarking Review

Evaluating a website or app and documenting usability flaws and other areas for improvement. The evaluation could come from the existing site (if any), or from any competitor sites. This review will generate insights that can be used to improve the experience design

Persona Research

Researching and creating a representation of behaviour of a hypothesised group of users, unveiling frustrations and pain-points. Personas provide an understanding of users in terms of goals and capabilities.


Extracting the insight gathered to generate a lot of different design ideas. “Ideation” or the process of idea generation is often used to come up with ideas for possible actions to address customer issues.

Experience Design

Experience design is the process of creating products that provide meaningful and relevant experiences to the customers.









Customer Journey

Representing a scenario about using whatever is being designed to carry out a specific task or goal. Demonstrating the way users currently (or could) interact with the service

Sitemap Architecture

Giving a visual representation of the site’s organisation and how different sections are linked together. It defines how people see, navigate and experience a system of information, and functionality

Wireframe Design

Creating low-fidelity design a visual guide that represents the skeletal framework of a website. Wireframes are created for the purpose of arranging elements to best accomplish a particular purpose

Visual Design & Prototyping

Applying imagery, colour, shapes, typography, and form into mockup and prototype design to enhance usability and improve the user experience. Supporting usability, influencing how the user performs certain interactions and improving the aesthetic appeal of the design