When it comes to “customer experience design”, people usually don’t think about its different types. It’s usually equated with more general terms like “user experience design” or “service design”. When in reality, CX design actually revolves around multiple types. And if you don’t have a clue about all these types, you are not going to succeed in offering your customers the right experience. Your business won’t have consistency across different touchpoints. Then, there are those “weak points” that you wouldn’t be able to identify and address.
The first type you often see people talking about is the legendary “service design”. You can say that it’s a holistic approach among all other types of customer experience design. Why? Because it focuses on the “end-to-end service ecosystem”. You see, all those processes that are involved in delivering your service. Then, there’s “omnichannel experience design”. Your organization must’ve a number of channels and platforms. The touchpoints where your target audience can interact with you. This is the design approach that concentrates on consistency across all these channels.
This guide will explain the top types of customer experience design you must know.
Customer Experience Design: 5 Important Types
You cannot just focus on the service or omnichannel side of the customer experience. There are other critical things in this regard. Say, we talk about harnessing customer psychology. We’re talking about “emotional experience design”. A critical type of CX. When you put real humans at the center of every design decision, it’s called “human-centered design”. It’s all about developing relationships between a brand and its customers. There is another “holistic approach” to designing customer experience, along with service design. We’re talking about brand experience design.
Below are the five most important types of customer experience design:
1. Service Design
How your service works from start to end? This is the basic point of this kind of customer experience design. As discussed earlier, service design is a more holistic approach than the other types; it looks at everything. From asking for help to receiving the service, it takes the whole customer journey into account.
It is aimed at improving “what your customer sees” and “how things work behind the scenes”. In other words, you can say it’s a design strategy that covers both the back-end and front-end processes. Then, teamwork is another critical factor that’s considered. Its objective is to bring people from different departments together for better coordination.
2. Omnichannel Experience Design
A customer visits your business website to perform an action. After a few days, the same person comes to your physical storefront with the same objective. There, he comes to know that there’s a big difference between the two experiences. This variation in omnichannel experiences isn’t going to leave a better impression on that client.
The “omnichannel design experience” is about ensuring your target audience enjoys a consistent experience across multiple touchpoints. From store to website and mobile application, all of your platforms should feel the same. In other words, this design connects all the touchpoints in a way that a customer doesn’t become frustrated because of dissimilarities.
3. Emotional Experience Design
How customers feel when they use your product and service? It’s what an “emotional experience design” focuses on. It’s aimed at creating positive emotions in the target audience. You know, “joy”, “trust”, and “satisfaction”. The basic characteristics include:
- Evokes immediate reactions
- Aesthetically pleasing visuals
- Focuses on usability
- Incorporates storytelling
- Uses micro-interactions
Your customers are more likely to stay loyal when you offer a strong emotional experience design. They’ll surely keep returning if the experience makes them feel special. You can say that this type of CX transforms the simple transaction process into a meaningful interaction.
4. Human-Centered Design
Here, we’ve one of the most important types of customer experience design. You see, the one that always starts by understanding the needs of real people. The ones you and your brand deal with. It works by putting users at the center of every decision you take. It has the following characteristics:
- Focuses on people
- Empathizes with users
- Solves the right problems
- Prototype and test
- Iterates and refines
Designers work hard to create prototypes, gather feedback, and adjust based on what works best. It’s not a one-time project. Rather, it’s a continuous process of learning and implementing.
5. Brand Experience Design
Last but not least, this is also an important CX type that a business owner must know about. It works on the overall feelings that a client has when he or she interacts with your brand. From the logo to customer service, every detail is taken into account. It has the following characteristics:
- Consistent across touchpoints
- Reflects brand values
- Aesthetically appealing design
- Builds customer trust
- Creates lasting memories
When it comes to creating and implementing these designs, brands usually face a number of issues. From an incomplete customer understanding to skill constraints, there are many hurdles. That’s why a business needs help from a customer experience design consultant. You can contact experts at Enginecxdesign to achieve the milestone.
Ready to Transform Your Customer Experience?
There are multiple types of customer experience design that businesses should learn about. It can be service design or omnichannel experience design. Then, there are other types, like emotional experience design, human-centered design, and brand experience design. Get in touch with a reliable CX consultant now if you’re ready to transform your customer experience.
