This document discusses customer experience design, emphasizing the importance of understanding and shaping the customer journey through various touchpoints. It outlines the double diamond design process model, which includes stages of discover, define, develop, and deliver, along with practical tools such as service safari, empathy maps, and customer journey mapping for effective analysis and implementation. The document highlights that businesses must focus on creating memorable experiences rather than just competing on product price or quality to provide real value to customers.

1. LEVEL 1 LEVEL 4LEVEL 2 LEVEL 3
OBSERVATION EXPERIMENTATION IDEATION IMPLEMENTATION

2. Contents
LEVEL 0
LEVEL 1
LEVEL 2
LEVEL 3
LEVEL 4
The End
Customer Experience Design Game
Observation
Experimentation
Ideation
Implementation
Endnotes
Customer Experience Design
Service Safari
Customer Journey Map
6 Thinking Hats
Service Blueprint
References
CUSTOMER EXPERIENCE DESIGN GAME
Empathy Map
CX Component Cards
Stage 1
Stage 3
Stage 4
Stage 6
Stage 2
Stage 5

3. Customer Experience Design
LEVEL0
CUSTOMER EXPERIENCE DESIGN GAME
Customer Company
Interaction
"Creation of Value"
Touchpoint
The customer experience is the result
of a complex interaction web between
the customer and the offered product/
service. When this interaction is filtered
through the customer’s multiple levels
of perception (rational, emotional,
sensorial, and spiritual), the overall
customer experience is born. In order
to evaluate and monitor the customer
experience properly, the various
touchpoints or direct sensorial contact
points between the customer and the
service must be identified.
Focusing simply on the price, product, or
quality can no longer provide companies
with an effective competitive advantage.
Firms need to focus on the experience
factor of their offering. They must create
the right environment for customers to
actively create a memorable experience
in their interaction with the product/
service as part of their offering.
In conclusion, it is important for firms to
actively shape and design the customer
experience in order to offer real value to
customers.
Customer Experience

4. CX DESIGN GAME
LEVEL0
CUSTOMER EXPERIENCE DESIGN GAME
Discover Define Develop Deliver
The 'Double Diamond' Design Process Model
The double diamond diagram was internally developed by the Design
Council in 2005 as a simple yet effective way of describing the design
process graphically.
The Double Diamond diagram is divided into four distinct phases:
Discover, Define, Develop, and Deliever. The diverging and converging
flow of the double diamond shape illustrates the alternating use of broad
and focused thinking of the successive stages in the design process.
Based on the Double Diamond design process theory, ROA
Consulting's CX Design Game allows for a workshop simulation of the
four steps.
Discover
The Discover stage is where the
initial idea or inspiration needs
to be further developed and
expanded upon.
The main problems and
opportunities are also identified
in this phase.
Service Safari
Empathy Map
OBSERVATION Define
The Define stage is where the
brainstormed ideas are narrowed
down and defined. These ideas are
filtered throug a process of review
and selection where the ideas are
analyzed, made sense of, then
prototyped.
Customer Journey Map
EXPERIMENTATION Develop
The Develop stage is where
the solutions to the identified
problems are created, prototyped,
and tested in a trial and error
process to continuously refine
initial ideas.
6 Thinking Hats
CX Component Cards
IDEATION Deliver
The Deliver stage is the final
stage where the refined product
or service is finalized and
launched.
Service Blueprint
IMPLEMENTATION

5. Service Safari
Stage 1
LEVEL1
OBSERVATION
Service Safari Service Safari Diary
A service safari is an experiential research method for
understanding the service experience in the customer's
shoes by experiencing the service first-hand.
A service safari requires an experiential team field trip
aimed at understanding how the service is perceived
through the customer's eyes. Participants are assigned with
specific tasks such as diary keeping which are designed to
help participants recognize the important aspects of the
service which make an impact on the overall customer
experience. Front line staff can use the service
A service safari induces the participant to think about the
distinct phases that make up the entire customer journey as
well as elements like space, people involved, and available
information. Taking photos or videos as a real visual record
can also be valuable.
The Service Safari Diary is developed by ROA
Consulting. CX Design Game players can record
observation results and keep their insightful
ideas when using services provided as a
customer.
Composed of three diffrent parts: Observation,
Questioning, and User insight.
1 Observation
Record of the service in the
appropriate section.
2 Questioning
Think about some key
summary questions during
or after observations.
3 User Insight
Divide service into distinct
phases and record emotions
generated for each phase.

6. Empathy Map
Stage 2
LEVEL1
OBSERVATION
Empathy Map Empathy Map Workshop Guideline
Good design is not possible without an empathetic
understanding of the user. Just as an Empathy Map can
help the designer develop this sort of empathy for the
end user of the design, it can also help comapanies gain
an accurate understanding of the customer's needs. An
accurate identification of the unmet needs will help the
company define the challenge that needs to be undertaken.
The Empathy Map is an effective tool for discovering new
insights that could be used for generating better solutions
to problems.
The Empathy Map is made up of four quadrants that
represent the user attributes: SAY, DO, THINK, and FEEL.
New insights can be gleaned by studying any contradictions
or tensions that rise between the different user attributes.
SAY: What is the customer saying?
DO: What can be observed from the customer's actions?
THINK: What is the customer thinking? What does this show
about the customer's belief system?
FEEL: What is the customer feeling?
1Preparation
The Empathy Map stage is for team members to freely discuss and gain
new insight on the customer’s experience journey based on the information
recorded in the Service Safari Diary during Stage 1.
Draw the Empathy Map
framework onto a whiteboard
(or a big piece of paper) as
shown in the picture below.
Prepare Post-its and pens
Summarize what customers are
observed to SAY, DO, THINK,
and FEEL onto multiple Post-
its and place in the appropriate
section. Explain each Post-it to
team members.
Based on the information
shared in the SAY, DO,
THINK, FEEL section, write
down the customer’s
Pain Point/Gain Point and
conduct a free discussion.
2Mapping
3Getting Insight

7. Customer Journey Map
Stage 3
LEVEL2
EXPERIMENTATION
2Customer Activity
4Touchpoint
3Emotion
5Prob./Needs
Customer Journey Map Customer Journey Map Worksheet
Customer Journey Map Workshop Guideline
The customer journey map is a visual representation of
the customer journey phases through various touchpoints
representing his/her engangement with the service from start to
finish. This includes exposure to product ads before use as well
as choosing another product afterwards. There is no given way
to generate the journey map as it will vary with each service.
1Service Phases
Divide the customer journey
process into 5-10 phases and
write the name of each phase
onto the green phase component
piece. The service phases should
include the period both before
and after the actual use of the
product/service.
Record the customer’s actions
observed during each phase of the
customer journey on a Post-it and
place under the corresponding
phase component piece on the
CJM worksheet.
Show the level of satisfaction/
unsatisfaction of the customer
while going through each phase
as a face icon on a vertical scale.
Connect these points for a graph
representation of the overall
customer satisfaction level
throughout the phases.
Touchpoints are the points of
direct sensorial contact between
the customer and the service.
Map the different touchpoint
components for each service
phase. If the required touchpoint
is not included in the toolkit,
draw one in.
After analyzing the customer’s
actions, emotions, and
touchpoints for each phase of
the service journey, identify
the problem and needs that
should be addressed at each
phase using Post-its.
The CJM Worksheet is made up of a blank
journey worksheet and a set of cards
representing the touchpoints. The CJM
Worksheet first requires the team members
to divide the customer’s service journey
into successive phases and then maps the
customer’s actions, emotions, touchpoints,
and problems/needs through these phases.

8. Touchpoint Components

9. 6 Thinking Hats
Stage 4
LEVEL3
IDEATION
6 Thinking Hats
6 Thinking Hats Workshop Guideline
6 Thinking Hats Card
Edward de Bono's 6 Thinking Hats method assigns the
group thinking process with 6 separate functions and roles.
This allows team members to think about the problem from
different approaches and perspectives and break down the
thinking process into organized steps that makes it easier to
generate the right solutions to problems.
Each of the 6 hats are assigned with a specific perspective
and role. Only one hat can be 'worn' or used at one time.
Use the hats in productive sequences to generate a more
creative and rational thinking process. 1Preparation
Cut out a full set of the 6
Thinking Hats Cards for
each team member. Read
the Guideline to get an
understanding of what each
of the hats represent.
List the problems identified
in Stage 3- Customer
Journey on a whiteboard
as shown below.
Place the Thinking Hat you
are using in front of you
while discussing solutions
to the listed problems.
Post the discussion topic
ideas on the whiteboard.
2Defining Prob.
36 Thinking Hats
The 6 Thinking Hats Cards is a workshop
toolkit developed based on Edward de Bono’s
6 Thinking Hats theory.
After reading the guideline containing the
theoretical background and workshop
procedure, use the 6 Thinking Hats Cards to
solve the given problem.
Problems Problems Solutions

10. CX Component Cards
Stage 5
LEVEL3
IDEATION
Customer Experience Component CX Component Card
The 6 customer experience components listed below are derived from the
five strategic experiential modules from Schimitt's modular experience
theory (Source: "How to sustain the Customer Experience")
The CX Component Cards represents a total of 24 different types of customer
experience factors with a unique case study example of successfully funded
startup company. These are then divided into 6 categories shown on the left.
By identifying what kind of experience factor the customer is receiving, the
CX Component Card toolkit can provide inspiration for startups who want to
actively shape and monitor a memorable experience for their customers.
Sensorial
Component
Pragmatic
Component
Emotional
Component
Lifestyle
Component
Cognitive
Component
Relational
Component
The component
which stimulates the
five senses (sight,
hearing, touch, smell,
taste) in a way that
arouses aesthetical
pleasure, excitement,
satisfaction..
The component
which provides
customers with a
sense of pragmatism
by demonstrating
excellent usability and
execution of intended
job.
The component which
stimulates the affective
system to generate a
specific desired mood,
feeling, emotion-useful
for creating a service/
product which can
emotionally bond with
the customer.
The experience
component which
can affirm the
person’s values and
beliefs by helping
the person adopt a
specific lifestyle or
behavior.
The component
which stimulates
conscious mental
processes and
engage customers to
realize their creative
potential in situations
of problem solving.
The experience
component which
involves both the
person and his/her
social context and
relationships with
other people. Can be
used to encourage
co-consumption.

11. Service Blueprint
Stage 6
LEVEL4
IMPLEMENTATION
Service Blueprint Service Blueprint Toolkit
The Service Blueprint is a process analysis tool developed
by Shostack for service innovation. The Service Blueprint
is able to visually represent the service providing process,
customer touchpoints, physical evidence, and required
operational details on one page. Using the service
blueprint, one can quantitatively analyze the various
service elements such as time, actions, and operation
order at the site the interaction between the service and
the customer and see what improvements can be made
for operational efficiency.
The Service Blueprint divides the service offering process into 5 general stages
(Aware, Join, Initial Use, Use, Finish Using) to help team members approach the
toolkit more easily during the workshop.
After recording the specific details under each of the 5 stages, further define and
elaborate on the service stages that the customer goes through in the service
offering process.

12. References
THEEND
ENDNOTES
1
2
3
4
5
6
7
8
9
http://www.designcouncil.org.uk/sites/default/files/asset/document/ElevenLessons_Design_
Council%20(2).pdf
https://www.innovateuk.org/documents/1524978/1814792/Keeping+Connected+-+Design+met
hods+for+developing+services+%2528Archive%2529/d358586d-80b3-4f1e-b753-16750434829d
https://dschool.stanford.edu/groups/k12/wiki/3d994/Empathy_Map.html
http://www.innovationgames.com/empathy-map/
http://www.servicedesigntools.org/tools/8
http://www.uvm.edu/extension/community/buildingcapacity/pdf/teams_thinking_
hats.pdf
http://www.servicedesigntoolkit.org/
http://verticalplatform.kr/
http://www.sciencedirect.com/science/article/pii/S0263237307000886
Design Council, "A study of the design process"
Design Council, "Design methods for developing services"
d.school: Institute of Design at Stanford
Innovation Games
Servicedesigntools.org
Verginia Tech
Service Design Toolkit
Vertical Platform
How to sustain the customer experience