Human Centered Design: Five tips to supercharge your customer experience

Digital design professionals are often asked where User Experience (UX) ends, and Customer Experience (CX) begins. Ideally, a successful experience design should move seamlessly between the two. We typically consider CX to encompass any interaction a customer has with your brand, from the first time they hear about you, to their post-purchase experience, online and off. Layered throughout that larger CX journey are specific UX moments where the customer has a digital interaction with the brand and becomes a ‘user’ of your platform—for better or worse.  

CX is a broad area that can take on many different forms. Focusing on UX best practices helps prioritize key accelerators of overall customer satisfaction like integrating systems, connecting data layers, and designing loyalty program interactions. Both areas share a common backbone: human-centered design.  

Research shows that investments in human-centered design significantly impact organizations. A report by Forrester Research, for example, found that improving CX at an auto/home insurer improved revenue by close to $370 million. For an auto manufacturer, the revenue lift was more than $1 billion. Gartner reported that building a customer journey from the outside-in helps CMOs find and solve problems in the customer journey over the long term. 

Brands that invest in CX and digital see improvements across several business metrics ranging from increases in revenue, market share, loyalty, and NPS (Net Promoter Score) to reductions in friction, cognitive load, operating costs, and call center load. But which design investments should you prioritize to stand out and succeed?  

Human-centered design begins with understanding the users’ needs and pain points through empathy. By putting yourself in your customers’ shoes, you can identify areas for improvement and innovation. This leads to solutions that truly resonate with customers and creates a more positive and impactful experience. 

Successful human-centered design leverages an iterative process of prototyping and testing, allowing brands to refine their products and services based on customer feedback. This ensures that the final product aligns with customer expectations and addresses any usability issues. Brands that continually refine designs can offer a seamless and intuitive customer experience. 

Human-centered design emphasizes personalization and tailored experiences that meet individual user preferences and needs. Leveraging data and insights lets businesses create personalized interactions that make customers feel valued and understood. This personalized approach fosters deeper connections and emotional loyalty between the brand and its customers. 

A core principle of human-centered design is inclusivity, ensuring that products and services are accessible to all users, including those with disabilities. By prioritizing accessibility, brands demonstrate a commitment to inclusivity and social responsibility, enhancing the overall customer experience and reaching a broader audience. 

Trust is the foundation of any great customer experience, and human-centered design plays a crucial role in building and maintaining it. Creating products and services that genuinely meet customer needs and expectations allows brands to establish credibility and trust with their customers. Trustworthy experiences lead to increased customer loyalty and positive word-of-mouth, which are invaluable for your business. 

Transforming customer experience through human-centered design is essential for brands to succeed in today’s competitive market. By emphasizing empathy, iteration, personalization, accessibility, and trust, you can create exceptional experiences that resonate with customers. 

As technology continues to evolve, the role of human-centered design in shaping customer experiences will become even more critical. Brands that prioritize human-centered design will be better equipped to meet changing customer expectations and deliver experiences that exceed them. Investment in human-centered design unlocks new opportunities for growth, innovation, and customer satisfaction.