A designerly way of analyzing the customer experience

Purpose: The purpose of this paper is to evaluate the usability of different design methods in understanding the customer experience from a contextual and systemic standpoint. Design/methodology/approach: Three design methods (i.e. personas, observations and collaborative service mapping) were applied to analyze customer experiences in two service settings. These methods’ usability was compared across the two settings. Findings: Personas, as informed by phenomenological interviews, provide insights into the customer’s broader lifeworld context. These insights assist in connecting with and understanding the customer experience from a dyadic customer-firm perspective. The involvement of the customer in service mapping activities supports the validation of findings and gives access to experience dimensions beyond the immediate service setting. Research limitations/implications: The analysis is limited to three design methods and is based on small samples. Future research should systematically review design methods to provide a basis for a more comprehensive evaluation. Practical implications: To successfully capture the contextual and systemic nature of the customer experience, managers should apply interpretive approaches and actively involve selected customers as “experts of their experiences”. The study provides guidelines on how design methods can be combined and applied to a more holistic customer experience analysis. Originality/value: The paper shows that design methods, when applied in a combined form, can support an analysis that captures both in-depth insights into the customer’s lifeworld and the complexity of value constellations.