Designing the Customer Experience

In 2002, fifteen years ago, David Kelley stopped calling his design company Ideo’s approach “design” and instead named it as “design thinking.” This would become one of the most important ideas of the 21st century. But design thinking did not come out of nowhere.

In the 1990s an approach called ‘designing the customer experience’ was developed at the Human Factors department of BT Laboratories in Ipswich. In the early 1990s the focus was on human-computer interaction, a discipline mostly based in university research departments, with little connection to marketing departments, product managers, service centres and business strategists. The process ‘designing the customer experience’ was created to reposition Human Factors and user-centred design at the very heart of the product life-cycle within organisations, thus helping to lay the groundwork for the development of design thinking, service design, customer journey mapping and concepts such as customer success. Continue reading “Designing the Customer Experience”