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CSIA FOCUS
Emotion Based Design Bruce McGregor, Managing Partner at Brooke explains why emotion is a critical layer to incorporate into your customer experience design.
As organisations continue to look for new ways to gain a competitive edge and improve their customer experience, human centered design methods such as ‘Customer Based Design’ (CBD) have gained popularity and become more mainstream. CBD helps organisations to explore and obtain insights on their customers’ experience by mapping out ‘customer journey walls’ and understanding the customers perception of their services end-to- end, without the influence of bias and siloed views of those within the organisation. But there is another emotional layer to consider in the customer experience that is critical in bringing a deeper level of engagement as well as an understanding of how your service offering impacts your customers.
