The Customer Experience Strategy & Design Thinking Toolkit, developed by former management consultants from McKinsey, Deloitte, and BCG, offers essential frameworks, best practices, and templates to enhance customer experience and implement design thinking in organizations. Successful case studies, including Airbnb and Netflix, demonstrate how adopting a customer-centric and iterative approach can lead to significant business improvements. The toolkit provides detailed methodologies and practical tools designed to help organizations define and implement effective strategies tailored to their unique user needs.

2. Customer Experience Strategy &
Design Thinking Toolkit
Overview

3. Introduction
• This Toolkit was created by ex-McKinsey, Deloitte and BCG Management
Consultants after 3,000+ hours of work. It includes all the Frameworks, Best
Practices & Templates required to define a world-class Customer Experience
Strategy and adopt a Design Thinking approach within your organization. By
combining a robust customer experience strategy with a design thinking
approach, Netflix was able to revolutionize the movie industry, and Airbnb doubled
its revenue within a week.
• Join the 200,000+ Executives, Consultants & Entrepreneurs who are already
leveraging our Management Consulting Toolkits to improve the performance of
their organization and boost their own career.
• If you have any questions, send us an email at
support@domontconsulting.com and one of our ex-McKinsey, Deloitte & BCG
Management Consultants will get back to you within 2 business days.
Aurelien Domont
Management Consultant
Domont Consulting Managing Director
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4. Customer experience is increasingly becoming a top priority for
companies, as it helps improve business performance
10-20%
Improvement in customer
satisfaction
10-15%
Increase in sales
conversion
20-50%
Lower cost to
serve
Source: Customer experience | McKinsey & Company Domont Consulting 4

5. Design Thinking is the #1 approach used by Fortune 100 companies to
improve customer experience
Design thinking is a creative problem-solving approach focused on what the end user really
needs. According to CB Insights, 42% of startups fail because there is no market for the product that
they create, that’s why it’s critical to start with customer/user needs first before jumping into the
solutioning. Design thinking is fundamental for delivering breakthrough innovation and meeting
customer needs.
Design thinking is a mindset. it requires a deep desire to understand the needs of users for whom
the product or process is being created and persistence to keep questioning assumptions, problem
statements and implications.
The origins of design thinking go back to 1960s, when Herbery Simons published a book “The
Sciences of Artificial”, where he mentioned that design could be a "way of thinking“. Design
thinking is certainly not a new methodology, but nowadays it has many applications that go beyond
original product development, and serve as foundation for building innovative capabilities within the
organization.
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6. Success stories of companies combining a robust customer
experience strategy with a design thinking approach
Airbnb's success can be attributed to its robust customer experience strategy and design thinking approach. By deeply
understanding the needs and pain points of both hosts and guests, Airbnb revolutionized the travel experience. Through
extensive user research and iterative design processes, they created user-friendly platforms, personalized recommendations,
and streamlined booking processes. This customer-centric approach helped Airbnb become a leading platform for unique travel
experiences.
Design thinking played a pivotal role in Airbnb's strategy. They engaged in empathetic research, conducting interviews and
observations to gain profound insights into user needs and motivations. This informed their decision-making process and
shaped their solutions.
By embracing an iterative design process, Airbnb rapidly prototyped and tested their offerings, gathering feedback from hosts
and guests. This agile approach allowed them to learn, adapt, and continually improve their platform and services based on
real-time user input.
The result was a seamless and user-friendly platform that facilitated connections between hosts and guests, fostering a sense
of community. Airbnb disrupted the industry by tapping into the sharing economy and providing alternative accommodations that
catered to diverse traveler preferences.
Airbnb's success story exemplifies the power of combining a robust customer experience strategy with a design thinking
approach.
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7. Success stories of companies combining a robust customer
experience strategy with a design thinking approach
Netflix, the popular streaming platform, has achieved significant success by adopting a robust customer experience strategy
rooted in design thinking principles. By deeply understanding user needs and continually iterating on their offerings, Netflix has
transformed the way people consume entertainment.
At the heart of Netflix's customer experience strategy is a strong emphasis on personalization. Through data-driven insights and
extensive user research, Netflix gathers information on user preferences, viewing habits, and feedback. This deep
understanding of individual tastes and preferences allows Netflix to curate personalized recommendations and tailor the content
offered to each user.
Netflix's design thinking approach involves rapid prototyping and continuous testing. They experiment with different user
interfaces, content layouts, and features to optimize the viewing experience. By gathering user feedback and analyzing data,
Netflix continually refines their platform to meet evolving customer expectations.
Another notable aspect of Netflix's customer experience strategy is their commitment to seamless access and convenience.
They prioritize ease of use, allowing users to stream content across multiple devices and providing features like offline
downloads. By reducing friction in the user experience, Netflix aims to create a hassle-free and enjoyable entertainment
platform.
combining a robust customer experience strategy with a design thinking approach, Netflix has become a global leader in the
streaming industry. Their ability to anticipate user needs, offer a vast library of content, and deliver a seamless viewing
experience has cultivated a loyal customer base and established Netflix as a household name in entertainment.
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8. Our tier-1 consultants created a Customer Experience Strategy & Design
Thinking Toolkit to help you create your own success stories
Frameworks
Tools
Templates
Step-by-step
Tutorials
Video Training
Real-life
Examples
Best Practices
Advice from
tier-1
Management
Consultants
What’s inside the Toolkit? Who created the Toolkit?
The Toolkit was created by former McKinsey, Deloitte & BCG
management consultants.
Number of professionals leveraging our Toolkits
There are 200,000+ Executives, Consultants &
Entrepreneurs leveraging our Toolkits to improve the
performance of their organization.
Trusted by small and large organizations
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9. Our Toolkit will help you fulfill multiple objectives
The Customer Experience Strategy & Design Thinking Toolkit includes frameworks, tools, templates, tutorials, real-life examples,
video training, and best practices to help you:
• Define and implement a robust customer experience strategy: (1) Summary of the corporate & business strategy, (2) Current & target
customer experience maturity levels, (3) Customer experience vision, mission & values, (4) Strategic objectives & KPIs to reach our vision,
(5) Customer segments & customer journeys, (6) Initiative prioritization & business roadmap
• Adopt and implement a Design Thinking approach within your organization using the 5 phases: (I) Empathize, (II) Define, (III)
Ideate, (IV) Prototype, (V) Test
• (I) Gain an empathic understanding of your users: (1) Project canvas, (2) Stakeholder management, (3) Research plan, (4) Desktop
research, (5) User interviews, (6) Focus groups, (7) Shadowing, (8) DILO, (9) Contextual inquiry, (10) Diary study, (11) Ethnographic
research, (12) Emotional response cards, (13) Surveys, (14) Expert interviews, (15) Service safari
• (II) Define the key problem to solve: (1) Customer journey, (2) User personas, (3) Empathy map, (4) Five whys, (5) Five WH questions,
(6) Affinity mapping, (7) Card sorting, (8) Landscape review, (9) Problem statement, (10) Value proposition
• (III) Generate a range of ideas to solve the problem: (1) Define success, (2) Ideation constraints, (3) “How might we” questions, (4)
Ideation workshop, (5) Brainstorming, (6) Mind mapping, (7) Sketching, (8) Crazy 8s, (9) Design sprint, (10) NABC, (11) Idea evaluation
• (IV) Build prototypes for a range of our ideas: (1) Sketching, (2) Storyboarding, (3) Low-fidelity prototyping, (4) Co-creation workshops,
(5) High-fidelity prototyping, (6) Role-playing, (7) Proof of concept, (8) Minimum viable product
• (V) Return to the users for feedback: (1) Testing sheet, (2) Heuristic evaluation, (3) Usability testing, (4) Accessibility testing, (5) A/B
testing, (6) Eye tracking, (7) Heatmaps, (8) Performance testing, (9) Feedback capture grid
• Build a success stories such as Netflix who was able to revolutionize the movie industry, and Airbnb who was able to double its
revenue within a week by combining a robust customer experience strategy with a design thinking approach
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10. The Toolkit includes 2 sections that we have built and refined over the past
20 years through constant trial and error
II. Design Thinking Process to implement our Initiatives
1. Empathize 3. Ideate 4. Protype
2. Define 5. Test
Gain an empathic
understanding of our users
Define the key problem we
are trying to solve
Generate a range of ideas
to solve the problem
Build prototypes for a
range of our ideas
Return to our users for
feedback
Objective
Activities
1. Customer journey
2. User personas
3. Empathy map
4. Five whys
5. Five WH questions
6. Affinity mapping
7. Card sorting
8. Landscape review
9. Problem statement
10.Value proposition
1. Define success
2. Ideation constraints
3. “How might we” questions
4. Ideation workshop
5. Brainstorming
6. Mind mapping
7. Sketching
8. Crazy 8s
9. Design sprint
10.NABC
11.Idea evaluation
1. Sketching
2. Storyboarding
3. Low-fidelity prototyping
4. Co-creation workshops
5. High-fidelity prototyping
6. Role-playing
7. Proof of concept
8. Minimum viable product
1. Testing sheet
2. Heuristic evaluation
3. Usability testing
4. Accessibility testing
5. A/B testing
6. Eye tracking
7. Heatmaps
8. Performance testing
9. Feedback capture grid
I. Customer Experience Strategy
Summary of the
Corporate & Business
Strategy
Current & Target
Customer Experience
Maturity Levels
Customer Experience
Vision, Mission &
Values
Strategic Objectives
& KPIs to reach our
Vision
Customer
Experience Team &
Budget
Initiative
Prioritization &
Business Roadmap
Customer Segments
& Customer
Journeys
1. Project canvas
2. Stakeholder management
3. Research plan
4. Desktop research
5. User interviews
6. Focus groups
7. Shadowing
8. DILO (day in the life of)
9. Contextual inquiry
10.Diary study
11.Ethnographic research
12.Emotional response cards
13.Surveys
14.Expert interviews
15.Service safari
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11. Small preview of the section “I. Customer Experience
Strategy”
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12. Small preview of the section “II. Design Thinking Process”
Phase 1 - Empathize
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13. Small preview of the section “I. Design Thinking Process”
Phase 2 - Define
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14. Small preview of the section “I. Design Thinking Process”
Phase 3, 4 and 5: Ideate, Protype, and Test
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15. The Toolkit includes multiple PowerPoint slides, Excel sheets and Video
training that you can download on your device immediately after purchase
*Please note that the number of Powerpoint slides and Excel sheets listed is the number of unique slides and sheets. For example, a Powerpoint slide
that has been duplicated to facilitate our clients’ understanding only counts for one slide
350 editable PowerPoint slides*
14 Excel sheets*
30 minutes of Video training
1. Overview and Approach
2. Customer Experience Strategy
3. Business Case and Financial Model
4. Design Thinking
5. Empathize
6. Define
7. Ideate
8. Prototype
9. Test
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16. Our Management Consulting Toolkits include 9 key benefits
Improve the growth & efficiency
of your organization by leveraging
Management Consulting Toolkits
created by ex-McKinsey, Deloitte &
BCG Consultants.
Make a great investment for your
career & organization. It cost us
US$8M+ over the past 10 years to
create all our Toolkits. Get them for
a fraction of this cost.
Get a competitive advantage. It’s
like hiring Management Consultants
to create all the practical
Frameworks, Tools & Templates you
need.
Get the job done quicker and
never start from scratch again with
our ready-made and fully editable
Frameworks, Tools & Templates in
Powerpoint & Excel.
Improve the capabilities of your
organization by learning how the
Fortune 100 and Global Consulting
Firms do it.
Get free support and advice from
our ex-McKinsey, Deloitte & BCG
Management Consultants.
Decrease your costs. Hiring tier-1
Consultants for a project would cost
you $300k+. Way more expensive
than our Toolkits, which will last you
a lifetime!
Become your organization’s
subject matter expert and impress
your stakeholders with world-class
approaches to resolve common
business problems.
Don't reinvent the wheel. We have
already worked 30,000+ hours over
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Management Consulting Toolkits
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17. What our clients say about our Toolkits
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more reviews >
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18. Join 200,000+ Executives, Consultants & Entrepreneurs leveraging our
Toolkits to improve the performance of their organization
Trusted by small and large organizations Customer satisfaction
Number of countries leveraging our Toolkits
160+
Number of professionals
leveraging our Toolkits
200,000+
4.8
Daily rate of our ex-McKinsey,
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19. Interested in more than 1 Toolkit? Access all our Toolkits for half the price
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20. Need additional help? Send us a brief and we’ll find you the right talent
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21. This was just a small preview.
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