Understanding how and why your users and customers will hear about, understand, acquire and interact with your offer is critical to designing something that is fit for purpose.

According to Forbes, customer experience is the "cumulative impact of multiple touchpoints" with an organisation. It involves every point of contact you will have with your customers and users: how they experience your organisation and your brand, as well as your offer. Your effort to anticipate customer experience might take account of emotional, psychological, physical, and commercial factors.

Understanding user experience goes far beyond giving customers what they say they want or providing a checklist of features. It should drive you towards the integration of multiple disciplines in development of your offer including engineering, marketing, graphical and industrial design, and interface design.

Components of Experience


How will you ensure that your target users become aware of your offer; how will you persuade them to engage with it? Getting attention, getting shelf space, actually getting your offer into users' hands is a major challenge. What is your marketing strategy?


What’s the deal? Your end user and your customer may not be the same but at the core of your business model is how you exchange value. Who pays? With what? And how?

User Experience

If users do engage with your offer, what will their experience be? Think about the first time of use and subsequent occasions throughout the Offer's lifecycle.