When the meets the customer journey, a successful design is intended to blend both in a seamless customer experience

CX design is about anticipating and satisfying customer needs by providing, whatever kind of product we are working at, with an effective customer engagement.

An appropriate communication strategy should be used to drive engagement, by aiming to:

  1. attract the interest of a prospective customer through a clear and effective value proposition based off some kind of interactive path that gives a sample of those features that make our product just suitable to its target audience’s needs;
  2. push the customer through a quick and easy onboarding process presenting him with success stories or reviews by other customers, as well as with some real results, represented in numbers to increase the effectiveness of any social proof;
  3. keep those registered customers interested, providing them with content and services based off their specific needs by traditional channels such as newsletters, or by sending push notifications, or through some other channels that imply a more engaging interaction process between the customer and the system;
  4. let the customer perceive that he’s dealing with a living and collaborative system which, over time, can be enriched with new and increasingly smart features.

So, every system or product should be developed just keeping in mind those steps that are essential to push the customer through the Marketing Funnel to the very end of it, while becoming a testimonial himself of our product or service.

If we want our customer to take certain actions, we need to observe his behaviour and come up with a customer journey for each of our typified user personas, just to make our product or service effective and able to lead him through the 4 stages of our Marketing Funnel by:


If we want to pursue this aim, we can rely on some third-party web-marketing tools (social, advertising, content hosted by third-party, presence at IRL events and in specialized contexts), but nevertheless, our product or service must stand out on the web as a reference for those who want to give or gain value to/from it. Proper work on SEO, also by using structured data and snippets accordingly to schema.org guidelines, would guarantee enhanced indexing.


Lead and conversion depend on the first impression perceived by the user at the first sight/interaction with the product. A value proposition or an effective call-to-action, that anticipates the visitor’s needs if he falls into one of our target audience, along with some content design compliant with his mental models and features like some step-by-step interactive structure, will certainly increase the usage rate.


We can profile our user by silently collecting quantitative data or we can choose to ask him to fill in some survay during later session, always doing our best to make them seamless in the overall experience and always with an eye on the principles of “privacybydesign”. The profiling action represents the most important stage in the action of our product because it will gain information to make it “smart” and alive, presenting targeted content to users, as well as grouping and connecting users just to give way to more design opportunities about networking.


The action of the platform will have to remain consistent after the conversion of leads, keeping alive the interest of users, using traditional marketing tools for targeted information as well as any kind of notification, which can increase the reaction rate by up to 30% more compared to a traditional non-proactive marketing tool.

CX design with its customer-centered and data-driven customer experience can truly help marketing in building a more effective conversion and retention strategy aligned to customers needs.

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