Customer experience design – what is it?

  • Kamil Tatol

  • Dec 20, 2023

  • 5 min read

  • Dec 20, 2023

  • 5 min read

Consumer expectations keep changing, and businesses must adapt and prioritise the customer journey. Customer experience (CX) design is the key to staying relevant and competitive. Explore the world of CX design, where exceeding customer expectations isn't just a goal – it's the driving force behind your business success.

What is customer experience design?

Customer experience (CX) design is a comprehensive and strategic approach to creating and optimising clients' overall experience when interacting with a product, service, or brand. It encompasses a range of elements, including UX/UI design, development, marketing, content, and more, all working harmoniously to ensure an enjoyable experience for consumers. The purpose of CX design is to foster lasting relationships and drive business success.

At Flying Bisons, CX design is an integral part of our digital consulting services. Our team of digital consultants possesses a high level of expertise in CX. When it comes to creating or enhancing a product, they meticulously analyze every customer interaction and touchpoint with a brand or product, with the ultimate goal of optimizing and improving the overall experience, which directly translates into the business results of our clients.

Why is customer experience so important?

Customer experience is a crucial success factor for every successful company. It's the foundation that keeps businesses relevant and thriving in today's fast-paced and ever-evolving marketplace. A seamless and gratifying customer journey is the hallmark of prosperous enterprises. Such enterprises consistently meet and exceed the ever-changing expectations of today's consumers.

It's crucial to emphasise that CX is a critical differentiator in a highly competitive market. Clients have various choices, and the quality of their experience often shapes their decisions. A customer-centric approach, offering a seamless, functional, and satisfying journey, can differentiate your brand and position it as the preferred choice. As an entrepreneur, you should prioritise and invest in CX. Thanks to that, you will improve your business to survive and thrive in the contemporary marketplace, where customer satisfaction and loyalty are paramount. 

CX design isn't just a business strategy; it's a transformative force that reshapes the entire customer-business dynamic, nurturing lasting relationships and propelling organisations toward unbounded success. We explored this subject more in our articles on digital transformation and its benefits.

Benefits of customer experience design

Why invest in a customer experience? 

New shoppers turn into loyal customers

In business, nothing is as desirable as a loyal consumer. CX design is the art of creating a journey that doesn't just facilitate initial sales but lays the groundwork for a lasting relationship. The customer feels valued and heard from the first click, swipe, or step through your physical or digital door. The result? A bond that exceeds the simple exchange of goods or services, evolving into a partnership founded on trust and mutual benefit.

This transformation into loyal consumers is the holy grail of businesses worldwide. It's not just about repeat purchases; it's about being the first, trusted, and recommended choice. Effective CX design is the bridge to converting first-time visitors into loyal clients.

Revenue and performance growth through conversion

Significant revenue growth and enhanced performance are some of the most tangible and direct benefits of a well-designed customer experience. It's not a result emerging from the air; it's the effect of a holistic approach that impacts clients and keeps them returning for more. Consumers want to explore additional offerings, find premium products or services, and maintain relationships with a trusted brand. The profound impact of revenue growth, in connection with enhanced performance, is stated as the power of CX design in delivering tangible, lasting results.

Brand reputation

A brand's reputation is a priceless asset, and customer experience design plays a pivotal role in shaping and enhancing it without investing in advertisement. When CX is a priority, it leads to satisfied customers who are delighted with their interactions with your brand. These consumers become your brand's advocates, convincing others with glowing reviews, providing positive word-of-mouth referrals, and defending your reputation in the digital arena. Maintaining a positive brand reputation through exceptional CX is not just a strategy; it's necessary for sustained market success.

Lower support costs

Efficiency and cost-effectiveness are vital markers of a well-executed customer experience design. Businesses can significantly reduce average support costs by ensuring clients have a seamless and trouble-free journey. Fewer inquiries and issues mean less demand for support staff and resources, translating your effort into tangible cost savings for the company.

Effective CX design is about providing exceptional interactions and streamlining operations and resource allocation, ultimately resulting in a leaner and more efficient support system. In this way, it contributes to a customer journey. It improves cost management, making it a win-win for businesses and their clients.

Customer experience design example

Serving up a coherent customer experience for KFC

KFC hadn't changed their digital look in years, and their customer experience needed to be more coherent across multiple channels. We gladly embraced the challenge of redesigning their entire digital ecosystem and unifying the kiosk, app, and website experiences for five key European markets. This partnership with KFC demonstrates the power of CX design in transforming the digital presence of a well-established brand and enhancing the overall customer journey. You can read more about our collaboration in our case study.

How to design a customer experience strategy?

Creating a compelling customer experience strategy is a pivotal process and serves as the guiding framework for businesses. To build a persuasive CX strategy, you must remember a few fundamental principles. First and foremost, it's crucial to deeply understand the consumer's needs, desires, and pain points. You need to set clear and measurable goals, ensuring it aligns with the desired outcomes. Consistency is paramount – whether a client interacts with your brand online, in person, or via mobile apps, the experience should be seamless and uniform.

Additionally, a successful strategy requires mapping the entire customer journey and recognising potential areas for improvement. For the strategy's success, sources in the form of customer insights and data-driven decision-making should be at the core of your approach. Finally, a commitment to ongoing refinement and improvement through regular feedback and data analysis will ensure that the project of creating a strategy remains effective and adaptable. By following these principles and focusing on details, you can develop a solid CX strategy that supports customer loyalty and drives business growth.

Customer experience vs user experience

The distinction between customer experience (CX) and user experience (UX) is important because they play distinct but related roles in shaping client perceptions. While customer experience encompasses a consumer's entire journey with a brand, including interactions, support and more, user experience focuses on the usability and enjoyment of a product or service. For an in-depth understanding of the differences between customer experience and user experience, you can check out our previous article on CX vs UX.

Difference between customer experience and customer service

To navigate the complexity of customer relations effectively, we should differentiate between customer experience (CX) and customer service. These terms are frequently used interchangeably, but they represent distinct facets of the customer-business dynamic.

Customer experience (CX), as mentioned earlier, covers the entire spectrum of customer interactions and perceptions throughout their journey with a brand. It focuses on providing a smooth and satisfying experience. In turn, customer service is a specific element of CX. It is exclusively concerned with addressing customer inquiries, resolving issues, and providing support when needed. While essential to the broader customer experience landscape, it represents only one dimension of the customer-brand relationship.

In essence, CX is the comprehensive strategy that shapes the entirety of the customer journey. In contrast, customer service is an element within that strategy, dedicated to addressing customer needs and ensuring their satisfaction. Recognising this difference is pivotal for businesses aiming to excel in both realms and deliver remarkable customer experiences.


Understanding the dynamic world of customer experience design is fundamental to thriving in today's competitive business landscape. A well-crafted customer experience design process is more than just a business tactic; it's a transformative force that nurtures lasting relationships, drives revenue growth, enhances brand reputation, and reduces support costs. By creating exceptional customer journeys, businesses can turn first-time shoppers into loyal advocates and position themselves as the preferred choice in the market.

Looking to elevate your customer experience strategy?

At Flying Bisons, we understand the pivotal role of well-designed CX in business success. That's why we offer our clients a comprehensive approach, helping them implement successful strategies across various digital platforms and channels. If you're seeking a partner to guide you in creating a CX strategy, our team is here to help.


What are the elements of customer experience design?

The elements of customer experience design include user experience (UX) and user interface (UI) design, development, branding, marketing, content, and customer support, all working harmoniously to ensure a seamless and enjoyable experience for consumers.

What is a customer journey map in customer experience design?

A customer journey map is a visual representation that outlines the complete customer experience, from initial contact to the final interaction. It helps businesses understand the customers, their perspectives, needs, and pain points, enabling them to improve the overall experience.

Can you measure the success of customer experience design?

Yes, we can measure the success of customer experience design through various key performance indicators (KPIs), including customer satisfaction, number of inquiries and issues, customer retention, and revenue growth. These metrics help assess the impact of CX design on business performance.

Kamil Tatol, CEO at Flying Bisons.

Kamil Tatol


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