User experience (UX) focuses on designing individual touchpoints to make them easy and enjoyable to use. Customer experience (CX) takes a holistic view, designing all touchpoints and channels to provide a seamless experience. Service design considers both the customer and organizational perspectives across all touchpoints and channels, as well as backstage processes. All three apply human-centered design to focus on the quality of experiences.

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

20. 4 KEY TAKEAWAYS

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