Improving Customer Experiences

Most purchase decisions are based on how your customers feel about your brand and the quality of the experience they have with your company.

No matter how objective a customer’s purchasing process may seem, their seemingly rational analysis is inherently shaped by their perception of your brand and your company. As customers become more demanding than ever before, their expectations for consistent, connected and personalized experiences are growing.

The touchpoints you need to create in order to amplify the positive moments of customer engagement with your products and services exist in an increasingly complex web of digital experiences, human-centered services, and physical product interactions.

As a business leader, it’s critical that you deeply understand the emotional and rational desires and unmet needs of all stakeholders (internal and external) that influence the creation of a holistic customer experience for your company. Understanding these nuances will enable you to create better customer relationships.

In B2B contexts, your customers need to feel that they’re working with a reputable brand that will provide continued, reliable support for the products and services offered to them and that those products and services will deliver the performance as advertised. Additionally, their purchasing journey may be complex and filled with internal hurdles they need to overcome, so they need to be reassured along the way that they’re buying from a company that’s easy to work with and understanding of their procurement intricacies.

In B2C contexts, decisions tend to be more emotional, so product desirability, convenience-of-purchase, and ease-of-use are heavily weighted in defining how consumers perceive your brand overall. Designing products and services that check all of those boxes is the first step to building brand loyalty. From there, continuously optimizing the individual touchpoints and interactions that customers have with your brand along their journey from discovery through retention becomes crucial to staying one step ahead of your competition.

Designing the right customer experience is about composing an environment of customer engagement opportunities that reinforce your brand values and encourage the desired customer behavior.

Customer experience optimization should be at the forefront of how you make, market, sell, deliver, and service your products.


We help our clients answer critical experience design questions about:

Team Alignment

How can we create internal consensus on customer experience improvement goals?

Performance Gaps

What are we doing well, and where are we falling short of “awesome” in the eyes of our customers?


What efforts should we prioritize to have the greatest positive impact on our customer experience?


Do the digital, service, and product experiences we’ve created adequately communicate our brand promise to our end customers?

To support your goal of delivering a seamless and desirable customer experience, our design team can help you:

  1. Understand and identify performance gaps in the experience you’ve created for your customers today.
  2. Bring focus to the touchpoints and interactions that will define your customer experience and support key business drivers/goals.
  3. Create brand-appropriate physical and digital designs that uphold your brand promise.
  4. Design and operationalize service experiences that align operating groups and technologies with your broader customer experience goals.
  5. Reinvigorate physical products with a visual brand language and a focus on usability that strengthens your brand’s connection with your customers.

Ready to Talk?