What CX Design Is — and Isn’t
Written by: Jules Flesner
Customer Experience (“UX”) design is shaping the way people interact with your product, service, or portal so it feels easy, efficient, and enjoyable to use.
CX design is about how customers experience doing business with you, and it’s not optional work— good CX design is a critical part of building a brand or business that can scale for growth.
Every step, from first contact to follow-up, should feel effortless. If it doesn’t, chances are your customer service reps are overcompensating. If that’s the case, stop reading this and go give them a raise (or at least an out-of-the-blue “kudos” email).
Let’s Talk About Feelings
Key elements of Customer Experience (CX) design:
Intuitive Flow: Is the process of doing business with you smooth and simple, or does it frustrate people? Does it guide people logically from start to finish, or do customers leave confused?
Accessibility: Do all types of users feel welcome?
Transparency: Are your pricing and fees easy to find and understand? Are customers getting the full picture upfront, or do they encounter hidden fees later in the journey?
Satisfaction: Does it feel good and build trust?
It’s not only about the end user’s feelings, though. At its foundation, CX includes operational efficiency + business goals.
What CX Design Is Not
Optional: Good CX is fundamental, not a “nice-to-have.”
Easy: Customers may interact with dozens of apps and touchpoints when doing business with you. Traditional marketing staffing models don’t have the bandwidth to manage them all.
Just Graphic Design: Pretty visuals don’t guarantee ease of use. CX is the full experience, not just colors and fonts.
Just for the Web: CX applies far beyond digital screens. Examples include wayfinding signage or check-in flow, clear instructions on a form (so people don’t get confused filling it out), a flyer that’s easy to scan for key info, and a product manual that guides step by step without overwhelming.
Guesswork: It’s based on user research, data, and testing… not assumptions.
One-Size-Fits-All*: Every business needs CX design (and ongoing oversight) tailored to its unique product, service, and audience.
*The toughest pill to swallow. You buy into “one size fits all” software because the salesperson promises their help desk will customize. What doesn’t get mentioned is that the software is often still in development (some in beta or pilot). Managing it becomes a full-time job. It’s one of the biggest burdens on traditionally staffed marketing departments.
Are you missing NOI targets?
Poor CX design could be the (fixable!) culprit. Is this modern, comprehensive scope of work accounted for in your staffing and budget? Submit a consult request for availability and sliding-scale project pricing.
Disclaimer: This post is for informational purposes only. Always consult a qualified attorney for guidance on your business and compliance related to pricing transparency, software and emerging technology. I am not an attorney. I am an award-winning creative visionary who makes people, businesses, and their legal/HR/training materials and sales support collateral look really sharp so their companies survive + thrive in the AI era.