Customer Experience (CX) Design User Experience (UX) topic overview/definition


Customer Experience (CX) Design: Concept Definition

Customer experience (CX) refers to a customer’s experience with a company or brand, at all touchpoints. A touchpoint is any way by which a customer can interact with a brand, such as when purchasing or using a product or through seeing commercials featuring it. CX design focuses on creating an optimal experience for customers at all such touchpoints.

CX designers often use a customer journey map to gain a comprehensive idea of a customer’s experience with the brand. The customer journey map tells the story of different customers’ touchpoints with a brand—as seen from the customers’ points of view. For each customer segment, the customer journey map shows a timeline detailing the customer’s interaction with the brand at various touchpoints, often also describing emotions, motivations, and context. A customer journey map can help identify gaps in the customer experience. As such, it is a good tool for placing customers’ experiences and needs at the center of an organization.

CX design and user experience (UX) design are sometimes used interchangeably, because both are concerned with the overall experience of using a product or service. UX design, however, tends to be more specifically focused on individual products or services, even though it is also concerned with the process of purchasing, using, and even maintaining a product. CX design tends to adopt a broader view than UX, and has a slightly more commercial focus. Consequently, CX design concentrates harder on areas such as advertisement campaigns, customer service, and consistency, while the concerns of UX design span various product lines. Regarding the design of interactive products, a solid appreciation for how the cultivated image of an organization such as Apple translates to the usability—and popularity—of its products will prove helpful in keeping a brand design firmly focused on the targeted users.

For your convenience, we’ve collected all UX literature that deals with Customer Experience (CX) Design. Here’s the full list: