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 a product, using a product, or through commercials. 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, seen from the customers’ point 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 and it is a good tool for placing customers’ experience 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. CX design therefore places more focus on areas like advertisement campaigns, customer service, and consistency and UX across various product lines.

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