Seeing the world as a customer is the first and most important step

"Design is simple. That's why it's so complicated." -Paul Rand

The CX Journey

Customer experience (CX) is the process of designing products and services with the customer at the forefront of decision-making. CX refers to every interaction a customer has with a business, both pre- and post-sale. Customer experience strategy guides the roadmap that dictates how a positive, meaningful experience is delivered across those interactions.

When planning your customer experience strategy, you want to ensure that you're including every aspect of the customer’s journey and not just marketing. By incorporating feedback and insight across the company, you'll find it's easier to align the organization around the intended goal: improving the customer experience and relationship.

Work Desk

A successful customer experience strategy plans for a number of important factors, including:

  • Voice of Customer Data

  • Competitive insight

  • Consumer research

  • Marketplace data

  • Mission & vision



Our understanding of consumers, based on thousands of interviews, provides a baseline with which we analyze, design, test and direct businesses on how to engage on a deeper level. This helps define who their target audience should be using behaviors not just demographics. This approach provides better conversion rates, high satisfaction, and greater retention.

Using Behavior DNA Archetypes to understand consumer motivation provides a common language that can be shared company wide as a building block for any user centered interaction.



During the Discovery Phase, we review the specific initiative and target audience and applies existing user research and our Behavior DNA to provide project direction based on a foundation of consumer behaviors and preferences.


During Ideation, we  recommend specific user experience paths, design interactions, and content across all digital platforms (e.g., web, mobile, tablet, targeted marketing) to address the needs of each behavioral type for the target audience. This eliminates the one size fits all approach and builds out experiences for users that feel authentic and relatable.


Prototype(s) are developed to include the optimal journey for each behavioral type and are tested iteratively to create the most user-friendly holistic experience across behaviors.


Focusing the people we talk to in terms of demographics and behavior type is key to gathering and understanding feedback on the custom experiences created. Knowing behavior types helps in the feedback analysis and allows our team to focus on “why” certain decisions are made within an experience. Capturing “why” users feel a certain way or make decisions helps refine a design and streamline an experience.


Based on research findings, user experiences are refined and re-tested as needed so that the product going to market includes the best experience for each behavioral type. Often small changes can make a big impact; the refinement process is critical in uncovering small improvements while continuing to examine the overall user experience.


Development can happen at the end of the process or throughout the process using Agile methodologies. Our team recommends scheduling reviews at strategic points based on your development process to ensure the product meets the needs of each behavioral type.

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