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Senior Service Design Consultant at Deloitte DigitalJani Modig – Twitter: @janimodig
WHAt’S tHE DIfFerEnCe BeTweEN 

USeR EXpEriEnCe, CUsTomER EXpEriEncE 

anD SErVicE DEsiGn?
EXPERIENCE DESIGN
?? ?
TERMS ARE CONFUSING
There is often a debate between practitioners and studios on 

how to define different parts of experience design - User Experience (UX),
Customer Experience (CX) and Service Design? 



Clients and design students repeatedly find this confusing.

iN tHE FoLLoWINg SlIDeS yOU’lL 

FINd oUT hOW I InTErPREt tHE
DiFFeRENt PaRTs.
HERE’S MY TWO CENTS
During the past seven years, I’ve moved from creating 

User Experiences into designing end-to-end Services and Experiences. 

Through those years my perception of the discipline has evolved

due daily practice, industry articles, books and posts.
1
Livework Studio, Adaptive Path, Snook,

Meld Studios, Fjord, Forrester/Kerry Bodine, 

U1/Alysia Hill, Marc Stickdorn, Roger Martin etc.
1
USER EXPERIENCE
User Experience (UX) primarily focuses on the design and 

implementation of a single customer touchpoint. The aim is to 

make the touchpoint easier and more enjoyable to use.




ToUChPoINt
Today, touchpoints typically mean website, mobile app and in-store 

experiences, but they can also appear in form of paper invoice, kiosk 

or interactive voice response system experiences. 

WHAT IS A TOUCHPOINT?
NEEd:
BOOk A HoTEl ROOm
Touchpoints often get conflated with channels (website, in-store etc.), 

although touchpoint is only a single point of interaction. In the touchpoint, 

an organisation seeks to fulfil customer’s needs with products or services.
TOUCHPOINT ≠ CHANNEL
ToUChPoINt:
HoTEl BoOKinG
CHANGING BEHAVIOURS
A well designed touchpoint allow customers to fulfil their needs 

and complete desired tasks with ease and joy in a specific time and space. 

Some experiences can even change behaviours, like an online hotel booking.
THIs aPP iS GrEAt! 

I dON’T HAVe tO ViSIt A 

TrAVeL AgENt AnYMorE.
To create great User Experiences, you or 

your team need to have different competences.
BROAD SKILL SET
COMPETENCES OF UX
Content Strategy:

Planning for the creation, delivery and 

governance of usable content.
Visual Design:

Designing the interface’s visual qualities 

in an aesthetically pleasing way.
Front-End Developer: 

Responsible for creating a functional 

implementation of a product's interface.
User Research and Analytics:
Understanding users through 

observations and data.
Information Architecture:

Organising information in a product or
website in a usable way.
Interaction Design:

Designing interactive behaviours that allow
users to complete their goals and tasks.
aS WELl aS PrODucT MaNAgeRS, AgILe aND LEAn CoACheS.
WHAT IS CUSTOMER 

EXPERIENCE?
CUSTOMER EXPERIENCE
Customer Experience focuses on the design 

and implementation of all touchpoints across the 

entire customer journey and channels.
3.ToUChPoINt:
ChECk-iN
1.ToUChPoINt:
ExPLorE
5.ToUChPoINt:
ChECk-oUT
2.ToUChPoINt:
BOOk A ROOm
4.ToUChPoINt:
EnTEr ROOm WITh 

A MoBIlE kEY
HoTEl ReCEpTIOn
WEbSitE
MoBIlE aPP
ChANneLS:
OMNI-CHANNEL
As customers don’t see the difference between channels and 

touchpoints, they tend to jump from one touchpoint to another 

and expect the seamless experience everywhere.
Thus, it is important to understand how customer interacts in 

different touchpoints; what is done in each touchpoint and when.
Omni-channel experiences allow customers 

to communicate through their preferred medium.
Omni-Channel has evolved from multi-channel 

and means that the customer experience is seamless 

through all channels.
2
2
CONSISTENCY IS KEY
Customer Experience aims to deliver good experiences 

consistently on every channel that are aligned with with the brand perception. 

Single ‘WOW’ moments and misleading communication or advertising can 

be destructive if they set the bar too high for further interactions.
ToUChPoINt:
HoTEl ChECk oUT
AaRGgH! BUT tHE ConCiErgE

SAId THAt ThERe wON’T bE 

aNY AdDItIoNAl ChARgeS!!!
WHAT IS SERVICE DESIGN?
Like Customer Experience, Service Design is a holistic 

approach to improve existing and to innovate new service experiences.
This multidisciplinary approach combines customer experience, 

operational model design and design thinking methodologies and tools. 

It considers the end to end service journey across all channels and touch points
not only from a customer, but also from organisational perspective.
LOOKING THROUGH TWO LENSES
CuSTomER
OrGAnIsATioN
BACKSTAGE PASS
This perspective enables organisations to enhance their strategies, 

business models and operations breaking through silos. It aims to 

improve behind-the-scenes activities and processes that enable 

organisations to deliver great services and experiences.
HOTEL VISIT EXAMPLE
CuSTomER AcTIonS
EmPLoyEE AcTIonS/fRonTStAGe
SuPPorT PrOCeSSEs/BaCKsTAGe
LINe oF ViSIbIlITy
LINe oF InTErAcTIoN
MaRKeTINg 

PLAns
PrOMotE
HoTEl
ClEAn aND 

SeTUp ROOm
WeLComE 

CuSTomER
CuSTomER FeEDbaCK 

aND BiLLinG SySTemS
SeCUriTY aND AcCEsS

SySTemS aND PrOToCOLs
ReSErVaTIoN
SySTemS
TrANsPoRTaTIOn
AlLIaNCEs
aSK BoOKinG aND 

CrEDiT CARd DeTAilS
StAFf
AlLOcAtIOn
BoOKinG 

SySTemS
aSK WhETheR CuSTomER
EnJOyeD tHE STAy
SENd oR 

PrINt InVOicE
ArRIvE tO 

DeSTiNaTIoN
BOOk A 

HoTEl ROOm
ChECk oUTChECk iN
EnTEr 

ROOm
PuRChaSE oN
DeMAnD MoVIe
oN DeMAnD tV
SySTeM
Service Design connects various fields of research, strategy and design, 

and sometimes even engineering, architecture or human resources etc.
WHO ARE SERVICE DESIGNERS?
= MuLTiDiSCiPlINarY TeAMs
COMPETENCES OF SERVICE DESIGN
Strategic Management:

Responsible for dealing with the decisions how 

organisations can improve and differentiate their
service and product offerings, and business models.
Product and Industrial Design: 

Through rapid prototyping designers can create
artefacts and concepts cheaply and quickly which
improves later phases of product development.
+ Industry experts: 

As a multidisciplinary approach, service design
benefits from project specific industry experts, 

who bring knowledge and experience from their 

respective industries.
Ethnography and Research:
Understanding the users and their needs
through observations, contextual inquiries 

and other research methods.
Visual and Information Design:

Designing the visual elements that support 

customers emotionally, and makes complex and 

abstract content accessible in a simpler way.
Operations Management:

Improving processes through which an
organisation’s products and services are
delivered.
SOMe oF tHE
4 KEY TAKEAWAYS
Focuses on the design of a single customer touchpoint.



1/4 USER EXPERIENCE
CuSTomER AcTIonS
BOOk A 

HoTEl ROOm
ArRIvE tO 

DeSTiNaTIoN
Focuses on orchestrating all touchpoints through all channels.
BOOk A 

HoTEl ROOm
ChECk oUT
2/4 CUSTOMER EXPERIENCE
CuSTomER AcTIonS
EmPLoyEE AcTIonS/fRonTStAGe
LINe oF InTErAcTIoN
PrOMotE
HoTEl
ClEAn aND 

SeTUp ROOm
ChECk iN
WeLComE 

CuSTomER
EnTEr 

ROOm
aSK WhETheR CuSTomER
EnJOyeD tHE STAy
PuRChaSE oN
DeMAnD MoVIe
aSK BoOKinG aND 

CrEDiT CARd DeTAilS
SENd oR 

PrINt InVOicE
3/4 SERVICE DESIGN
CuSTomER AcTIonS
EmPLoyEE AcTIonS/fRonTStAGe
SuPPorT PrOCeSSEs/BaCKsTAGe
LINe oF ViSIbIlITy
LINe oF InTErAcTIoN
PrOMotE
HoTEl
ClEAn aND 

SeTUp ROOm
WeLComE 

CuSTomER
aSK BoOKinG aND 

CrEDiT CARd DeTAilS
Considers all channels and touchpoints, 

also from organisational perspective.
aSK WhETheR CuSTomER
EnJOyeD tHE STAy
SENd oR 

PrINt InVOicE
ArRIvE tO 

DeSTiNaTIoN
BOOk A 

HoTEl ROOm
ChECk oUT
CuSTomER AcTIonS
ChECk iN
EnTEr 

ROOm
PuRChaSE oN
DeMAnD MoVIe
MaRKeTINg 

PLAns
CuSTomER FeEDbaCK 

aND BiLLinG SySTemS
SeCUriTY aND AcCEsS

SySTemS aND PrOToCOLs
ReSErVaTIoN
SySTemS
TrANsPoRTaTIOn
AlLIaNCEs
StAFf
AlLOcAtIOn
BoOKinG 

SySTemS
oN DeMAnD tV
SySTeM
4/4 HUMAN CENTRED DESIGN
All three parts apply human-centred approach 

which focuses on the human experience and the quality of 

product or service encounter as the key value for success.
THANKS
About me 

Jani Modig is an Experience and Service Design
specialist, working within Deloitte Digital’s
Experience Design Practice in Melbourne. Before
moving to Australia he finalised his Master Level
Studies at Hyper Island in Manchester, UK.



Hyper Island’s new MA in Experience Design
Programme produces specialists with the skills 

and talent to design products and services at 

every touchpoint of a customer’s life cycle.
Jani Modig – Twitter: @janimodig
REAd MORe AbOUt tHE PrOGrAMMe: HttP://hPr.Is/cHanGe
Senior Service Design Consultant at Deloitte Digital

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We explain Experience Design in a few simple steps.

  • 1. Senior Service Design Consultant at Deloitte DigitalJani Modig – Twitter: @janimodig WHAt’S tHE DIfFerEnCe BeTweEN 
 USeR EXpEriEnCe, CUsTomER EXpEriEncE 
 anD SErVicE DEsiGn? EXPERIENCE DESIGN
  • 2. ?? ? TERMS ARE CONFUSING There is often a debate between practitioners and studios on 
 how to define different parts of experience design - User Experience (UX), Customer Experience (CX) and Service Design? 
 
 Clients and design students repeatedly find this confusing.

  • 3. iN tHE FoLLoWINg SlIDeS yOU’lL 
 FINd oUT hOW I InTErPREt tHE DiFFeRENt PaRTs. HERE’S MY TWO CENTS During the past seven years, I’ve moved from creating 
 User Experiences into designing end-to-end Services and Experiences. 
 Through those years my perception of the discipline has evolved
 due daily practice, industry articles, books and posts. 1 Livework Studio, Adaptive Path, Snook,
 Meld Studios, Fjord, Forrester/Kerry Bodine, 
 U1/Alysia Hill, Marc Stickdorn, Roger Martin etc. 1
  • 4. USER EXPERIENCE User Experience (UX) primarily focuses on the design and 
 implementation of a single customer touchpoint. The aim is to 
 make the touchpoint easier and more enjoyable to use. 
 
 ToUChPoINt
  • 5. Today, touchpoints typically mean website, mobile app and in-store 
 experiences, but they can also appear in form of paper invoice, kiosk 
 or interactive voice response system experiences. 
 WHAT IS A TOUCHPOINT?
  • 6. NEEd: BOOk A HoTEl ROOm Touchpoints often get conflated with channels (website, in-store etc.), 
 although touchpoint is only a single point of interaction. In the touchpoint, 
 an organisation seeks to fulfil customer’s needs with products or services. TOUCHPOINT ≠ CHANNEL
  • 7. ToUChPoINt: HoTEl BoOKinG CHANGING BEHAVIOURS A well designed touchpoint allow customers to fulfil their needs 
 and complete desired tasks with ease and joy in a specific time and space. 
 Some experiences can even change behaviours, like an online hotel booking. THIs aPP iS GrEAt! 
 I dON’T HAVe tO ViSIt A 
 TrAVeL AgENt AnYMorE.
  • 8. To create great User Experiences, you or 
 your team need to have different competences. BROAD SKILL SET
  • 9. COMPETENCES OF UX Content Strategy:
 Planning for the creation, delivery and 
 governance of usable content. Visual Design:
 Designing the interface’s visual qualities 
 in an aesthetically pleasing way. Front-End Developer: 
 Responsible for creating a functional 
 implementation of a product's interface. User Research and Analytics: Understanding users through 
 observations and data. Information Architecture:
 Organising information in a product or website in a usable way. Interaction Design:
 Designing interactive behaviours that allow users to complete their goals and tasks. aS WELl aS PrODucT MaNAgeRS, AgILe aND LEAn CoACheS.
  • 10. WHAT IS CUSTOMER 
 EXPERIENCE?
  • 11. CUSTOMER EXPERIENCE Customer Experience focuses on the design 
 and implementation of all touchpoints across the 
 entire customer journey and channels. 3.ToUChPoINt: ChECk-iN 1.ToUChPoINt: ExPLorE 5.ToUChPoINt: ChECk-oUT 2.ToUChPoINt: BOOk A ROOm 4.ToUChPoINt: EnTEr ROOm WITh 
 A MoBIlE kEY HoTEl ReCEpTIOn WEbSitE MoBIlE aPP ChANneLS:
  • 12. OMNI-CHANNEL As customers don’t see the difference between channels and 
 touchpoints, they tend to jump from one touchpoint to another 
 and expect the seamless experience everywhere. Thus, it is important to understand how customer interacts in 
 different touchpoints; what is done in each touchpoint and when. Omni-channel experiences allow customers 
 to communicate through their preferred medium. Omni-Channel has evolved from multi-channel 
 and means that the customer experience is seamless 
 through all channels. 2 2
  • 13. CONSISTENCY IS KEY Customer Experience aims to deliver good experiences 
 consistently on every channel that are aligned with with the brand perception. 
 Single ‘WOW’ moments and misleading communication or advertising can 
 be destructive if they set the bar too high for further interactions. ToUChPoINt: HoTEl ChECk oUT AaRGgH! BUT tHE ConCiErgE
 SAId THAt ThERe wON’T bE 
 aNY AdDItIoNAl ChARgeS!!!
  • 14. WHAT IS SERVICE DESIGN?
  • 15. Like Customer Experience, Service Design is a holistic 
 approach to improve existing and to innovate new service experiences. This multidisciplinary approach combines customer experience, 
 operational model design and design thinking methodologies and tools. 
 It considers the end to end service journey across all channels and touch points not only from a customer, but also from organisational perspective. LOOKING THROUGH TWO LENSES CuSTomER OrGAnIsATioN
  • 16. BACKSTAGE PASS This perspective enables organisations to enhance their strategies, 
 business models and operations breaking through silos. It aims to 
 improve behind-the-scenes activities and processes that enable 
 organisations to deliver great services and experiences.
  • 17. HOTEL VISIT EXAMPLE CuSTomER AcTIonS EmPLoyEE AcTIonS/fRonTStAGe SuPPorT PrOCeSSEs/BaCKsTAGe LINe oF ViSIbIlITy LINe oF InTErAcTIoN MaRKeTINg 
 PLAns PrOMotE HoTEl ClEAn aND 
 SeTUp ROOm WeLComE 
 CuSTomER CuSTomER FeEDbaCK 
 aND BiLLinG SySTemS SeCUriTY aND AcCEsS
 SySTemS aND PrOToCOLs ReSErVaTIoN SySTemS TrANsPoRTaTIOn AlLIaNCEs aSK BoOKinG aND 
 CrEDiT CARd DeTAilS StAFf AlLOcAtIOn BoOKinG 
 SySTemS aSK WhETheR CuSTomER EnJOyeD tHE STAy SENd oR 
 PrINt InVOicE ArRIvE tO 
 DeSTiNaTIoN BOOk A 
 HoTEl ROOm ChECk oUTChECk iN EnTEr 
 ROOm PuRChaSE oN DeMAnD MoVIe oN DeMAnD tV SySTeM
  • 18. Service Design connects various fields of research, strategy and design, 
 and sometimes even engineering, architecture or human resources etc. WHO ARE SERVICE DESIGNERS? = MuLTiDiSCiPlINarY TeAMs
  • 19. COMPETENCES OF SERVICE DESIGN Strategic Management:
 Responsible for dealing with the decisions how 
 organisations can improve and differentiate their service and product offerings, and business models. Product and Industrial Design: 
 Through rapid prototyping designers can create artefacts and concepts cheaply and quickly which improves later phases of product development. + Industry experts: 
 As a multidisciplinary approach, service design benefits from project specific industry experts, 
 who bring knowledge and experience from their 
 respective industries. Ethnography and Research: Understanding the users and their needs through observations, contextual inquiries 
 and other research methods. Visual and Information Design:
 Designing the visual elements that support 
 customers emotionally, and makes complex and 
 abstract content accessible in a simpler way. Operations Management:
 Improving processes through which an organisation’s products and services are delivered. SOMe oF tHE
  • 21. Focuses on the design of a single customer touchpoint.
 
 1/4 USER EXPERIENCE CuSTomER AcTIonS BOOk A 
 HoTEl ROOm
  • 22. ArRIvE tO 
 DeSTiNaTIoN Focuses on orchestrating all touchpoints through all channels. BOOk A 
 HoTEl ROOm ChECk oUT 2/4 CUSTOMER EXPERIENCE CuSTomER AcTIonS EmPLoyEE AcTIonS/fRonTStAGe LINe oF InTErAcTIoN PrOMotE HoTEl ClEAn aND 
 SeTUp ROOm ChECk iN WeLComE 
 CuSTomER EnTEr 
 ROOm aSK WhETheR CuSTomER EnJOyeD tHE STAy PuRChaSE oN DeMAnD MoVIe aSK BoOKinG aND 
 CrEDiT CARd DeTAilS SENd oR 
 PrINt InVOicE
  • 23. 3/4 SERVICE DESIGN CuSTomER AcTIonS EmPLoyEE AcTIonS/fRonTStAGe SuPPorT PrOCeSSEs/BaCKsTAGe LINe oF ViSIbIlITy LINe oF InTErAcTIoN PrOMotE HoTEl ClEAn aND 
 SeTUp ROOm WeLComE 
 CuSTomER aSK BoOKinG aND 
 CrEDiT CARd DeTAilS Considers all channels and touchpoints, 
 also from organisational perspective. aSK WhETheR CuSTomER EnJOyeD tHE STAy SENd oR 
 PrINt InVOicE ArRIvE tO 
 DeSTiNaTIoN BOOk A 
 HoTEl ROOm ChECk oUT CuSTomER AcTIonS ChECk iN EnTEr 
 ROOm PuRChaSE oN DeMAnD MoVIe MaRKeTINg 
 PLAns CuSTomER FeEDbaCK 
 aND BiLLinG SySTemS SeCUriTY aND AcCEsS
 SySTemS aND PrOToCOLs ReSErVaTIoN SySTemS TrANsPoRTaTIOn AlLIaNCEs StAFf AlLOcAtIOn BoOKinG 
 SySTemS oN DeMAnD tV SySTeM
  • 24. 4/4 HUMAN CENTRED DESIGN All three parts apply human-centred approach 
 which focuses on the human experience and the quality of 
 product or service encounter as the key value for success.
  • 25. THANKS About me 
 Jani Modig is an Experience and Service Design specialist, working within Deloitte Digital’s Experience Design Practice in Melbourne. Before moving to Australia he finalised his Master Level Studies at Hyper Island in Manchester, UK.
 
 Hyper Island’s new MA in Experience Design Programme produces specialists with the skills 
 and talent to design products and services at 
 every touchpoint of a customer’s life cycle. Jani Modig – Twitter: @janimodig REAd MORe AbOUt tHE PrOGrAMMe: HttP://hPr.Is/cHanGe Senior Service Design Consultant at Deloitte Digital