What is CX Design?

CX = Customer eXperience

Customer-centered design is an iterative process in which designers focus on your customers and their needs, and where we can uncover mutual value for both your customer and your business.  Why does good customer experience matter? The answer is simple: Customer loyalty.

CX Design ensures you:

  • Deliver the right experience for your target customers.
  • Design a product customers love – not a low price point you can’t possibly sustain (speed to market only matters if you are able to grow fast for the right reasons). 
  • CX Design methods deliver higher levels of customer satisfaction, meaning that you achieve volume based on sustainable growth and higher reliability than with other tactics.
  • In a 2018 worldwide study, The McKinsey & Company found that companies with good design culture increased revenues at nearly twice the rate of their industry counterparts.
  • Boost the marketability and usability of your cutting-edge tech.

Cultural Transformation

Enabling a culture of change toward customer-centricity
I’ve worked with small to medium enterprises to nurture a customer-centric company culture, through behaviours, practices and standards that encourage all employees to focus on delivering outstanding customer experiences.

Innovation through design
This involves implementing instrinict design practices within cross-disciplinary teams and embedding design thinking mindsets to help them continuously improve and innovate on their customer experiences.

Customer Insights
NPS scores are just the icing on the cake. I’ll focus on getting people out of their silos to share collective insights into customer perceptions and behaviours – enabling your company to capture of the voice of the customer through both quantitate and qualitative methods.

Customer Experience Strategy
I can help lead the development of a strategy that articulates a clear vision of the experience that your company seeks to create in support of the company’s brand values, product roadmap, capacity and capabilities.

Product Roadmaps

Discover where and how to improve the quality of your customer experience.

A product roadmap is a high-level visual summary that maps out the vision and direction of your product offering over time, as it relates to customer outcomes. The roadmap communicates the why and what behind what you’re building. 

It will allow us to: 

  • Improve processes. A redesign of an existing process that’s causing customer frustration.
  • Undertake training opportunities. A need for customer service or support team training. 
  • Identify areas for deeper customer research. 
  • Undertake digital transformation by taking an existing analog process and making it digital.
  • Undertake service design by intentionally designing the way a service is delivered to ensure better customer outcomes.
  • Identify new product development. The creation of an entirely new product or service offering in response to the findings of a customer journey.


Character profiles of your customers. 

With customer research insights we divide your audience into groups based on their life knowledge, motivations, attitudes and responses to your products and services. For each group, we develop a persona – a character sketch that represents each audience segment. We then use these personas as hypothetical actors to test our ideas as we develop and vet effective design strategies.

It will allow the team to: 

  • Merge the research and opinion into a format to help focus the design.
  • Empathise with the motivation and goals of your target audience.
  • Simplify the design process by targeting specific users for each initiative.

Journey Mapping 

A visual map that shows how customers engage with your product or service.

With ‘design thinking’ workshops, we identify pain points and real moments that matter to customers. We add storylines, touchpoints and big moments to reveal when, how and where your biggest opportunities lie.

It will allow us to: 

  • Explore the value of new product and service ideas. 
  • Oversee the customer journey across all touchpoints.
  • Identify the key points of opportunities and practical challenges to bring them to market. 
Resilient Communities Mobile App – Billcap

Rapid Prototyping

A realistic product demo that you can test with customers and gather feedback.

To discover whether an idea is useful, it must be contextualized and presented as a prototype. Doing early-stage prototyping allows us to bring your ideas to life, better understand them, and have good directions at the design stage. 

It will allow us to: 

  • Rapidly bring your vision to life on screens in order to determine which have the best chance of becoming the products and services your customers will love and use.
  • Quickly test the approach and get customer feedback.
  • Learn faster directly from customer feedback to reduce the time to value as well as risk and cost.

Real life (circa 1990s): Typing on laptop keyboard, talking on the phone and holding baby.

Usability Testing 

A way to evaluate your product by testing it on customers. 

Customers are asked to complete tasks to see where they encounter problems and experience confusion. This is an iterative learning process to test and refine the design through the testing result.

It will allow us to: 

  • Reduce the risk of building a product which isn’t aligned with customers’ needs. 
  • Find problems when they are still easy and cheap to fix.
  • Quickly iterate and refine the approach.

Metrics & Measurement

Creating and reporting on measures of customer experience success.

We monitor and analyse the data results to find out better insights that engage customers and drive sales. This includes the process of analysing data related to how customers interact with your digital product.

It will allow us to: 

  • Understand customer requirements, form relevant interactions, and improve their experience
  • Make faster, more informed decisions, backed up with facts
  • Gain insights for future development