What is CX Design?

Explore "what is CX design?". Plus, create a killer brand by learning how to design a customer experience strategy.

Alison Wyss
Content Marketing Manager

As a business, it's highly important to create a great customer experience in order to build a killer brand (and keep those customers coming back for more). But it's not just about having friendly customer service or an easy-to-use website. To really shine, companies need a top-notch customer experience design that considers every interaction a customer has with their brand.

If you're wondering "What is CX design?" and are looking for a thorough answer, we've got you covered. In this article, we’ll define what is CX design, and provide key insights to create a winning customer experience design strategy.

What is CX design?

CX design is the process of creating a well-planned, well-designed customer experience that considers every interaction consumers have with a brand. This includes everything from your website and social media channels to your customer support and in-store experience.

At the heart of CX design is understanding customers and creating an experience that meets their needs at every step of the customer journey. This, needless to say, requires a deep understanding of your customers. Their needs, desires, preferences, pain points, etc. And, moreover, the ability to design and implement a cohesive strategy that delivers a consistent experience across all touchpoints and channels.

But how exactly can you design a customer experience strategy? Let’s explore this below.

Two colleagues shaking hands while designing a great CX design

Customer experience strategy definition.

A customer experience design strategy is a plan that defines how a company intends to provide superior customer experiences across all channels and touchpoints. Overall, it involves understanding customer needs and behaviors, mapping out their journey, and designing solutions to meet those needs.  

A good customer experience strategy should focus on building a sustainable relationship between the business and its customers. That means figuring out what really makes your customers happy and loyal and then designing solutions that will keep them coming back for more.

But it's not just about the solutions —it's also about creating a culture where everyone on the team is committed to making sure every customer has an amazing experience. Simply put, it's all about putting the customer at the front and center.

How to design a customer experience strategy.

In case you're looking to create a winning CX strategy, our experts have put together a handy list of key steps that any brand can follow to make sure they're on the right track. Here they are:

  1. Identify your ICPs: It’s crucial to identify your target customers and their specific needs and expectations. This step requires carrying out market research, customer surveys, analyzing customer feedback, and defining your ideal customer profiles (ICPs) or buyer personas.
    Once you have these mapped out, be sure to put them to the test to ensure that they are correct. Identifying correctly your buyer personas will help you tackle their pain points, create high-quality content that speaks to them and, of course, create personalized experiences.
  2. Map the customer journey: Secondly, you need to map out the entire customer journey and identify the different touchpoints where customers interact with the business. This could include pre-purchase, purchase, and post-purchase touchpoints.
  3. Tailor your solutions: Consider tailoring your solutions so that they address the customer needs and pain points identified previously. This could involve implementing new processes and technologies or training employees on how to better serve customers.
  4. Measure and optimize: It's super important to measure and monitor the effectiveness of your new CX strategy frequently. Do this by setting up relevant metrics and KPIs to track customer satisfaction, loyalty, and advocacy.
    This data can —and should be— used to make ongoing improvements to the strategy. This way, you'll ensure that it continues to meet the evolving needs of your customers.
  5. Go the extra mile: Going the extra mile in customer experience means providing exceptional experiences that exceed customers' expectations. One way to achieve this is by integrating a Customer Experience Management (CXM) platform into your CX design.
    A CXM platform is a software solution that helps companies manage and vastly improve their customer experiences. It can help you centralize and analyze customer data, personalize experiences, automate marketing tasks, and facilitate collaboration between teams.  

In summary, implementing a solid customer experience design strategy is critical if you want your business to really shine in a sea of competitors. But don't worry —if you follow the steps we've outlined above, you'll be well on your way to building long-term relationships with your customers. And the best part? That kind of loyalty and advocacy translates into increased revenue for your business.

Woman doing research to create a great CX design for her company


In the end, it all comes down to understanding your customers and delivering on their expectations. By putting yourself in their shoes and empathizing with their needs and pain points, you can create an experience that fosters loyalty and drives business growth.

So, whether you're a small startup or an enterprise, take the time to invest in your customer experience strategy and reap the rewards of customer loyalty, repeat business, and brand advocacy.

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