Our Approach and Methods

We help our clients design and execute customer and employee experience strategies and the business capabilities to support them.

Companies often deliver products and services without understanding the contextual needs of their customers, distribution partners and employees. In the vast majority of cases, those products and services only partially solve for a customer’s true needs, leading to a less-than-satisfying experience. This is due in part to ineffective business processes and tools provided to employees or distribution partners and a failure to understand actual unmet needs caused by gaps in traditional market and competitive research approaches. Customer loyalty, engagement, and ultimately market share, suffer.

We developed our Human-Centered Design approach to consider the needs of customers and employees from their unique perspectives. We design from a foundation of empathetic understanding to define solutions customized to meet the needs of the humans in the business value chain. By delivering a better overall customer experience, products and services can be differentiated in the marketplace, driving measurable growth and profitability.

Fig 1.0: The Enterprise Human-Centered Design Approach at XperienceLab.

Our approach aligns with traditional practices like business strategy formulation, lean and software development cycles. The methods used in our approach include:

Deeper Human Understanding

A person's end-to-end experience with a company, or journey, is placed in the broader context of their overall needs and actions in everyday situations — their mental model. This context, whether for a customer, distributor or employee, helps us better understand and discover new opportunities for deeper customer loyalty and engagement, improved employee productivity, and increased distributor wallet share.

Focused Metrics

Pain points, or friction, can have a significant impact on customer satisfaction, employee retention or revenue for the enterprise. Existing metrics, like customer net promoter scores, employee satisfaction scores or work cycle times, are used to create friction scores for steps in the journey to identify the moments of truth that affect behavior and illuminate opportunities to improve the experience for everyone in the ecosystem.

Co-Designed Solutions

We co-design experiences with customers, distribution partners and employees prior to the detailed development of systems, products or services. By examining how people interact with a business system, policy, process, product or service, we can rapidly iterate to incrementally improve the solution. Co-designing early in the ideation and business capability development process reduces the change management required post-implementation.

Defined Experience Ecosystems

The interdependent alignment of customers, employees, partners, systems, processes and tools forms the experience ecosystem. We systematically map how employees, partners, processes and tools contribute to a specific experience for a customer. Designing solutions based on opportunities identified by the experience ecosystem enables companies to deliver a great experience to the customer and achieve competitive advantage.

Cross-discipline, cross-industry experts Meet the team