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This subject focuses on how to improve customer experiences (CX) through effective design and organisational change management. Students will learn how to design highly contextual and personalised experiences for customers through the use of Human Centred Design (HCD) principles, tools and techniques. Some of the HCD stages and tools include: the double diamond framework; discovery research; empathy mapping; customer personas; jobs-to-be-done; journey mapping; service blueprinting; ideation; desirability, viability and feasibility (DVF) framework; prototyping; concept testing, and reflection.
Customer experience design examines the whole lifespan of a customer’s experience with a brand through multiple physical and digital touch points, rather than focusing just on a single website or a mobile application development. Human Centred Design training is becoming a strong differentiator as the new business models demand an increased focus on customer service and creative problem solving.
Intended learning outcomes
On completion of this subject, students should be able to:
- Apply Human-centred design (HCD) tools in order to facilitate meaningful customer experiences. These tools include: discovery research, customer personas; journey mapping; service blueprinting; hook; jobs-to-be-done; desirability, viability and feasibility (DVF) framework; double diamond framework; concept testing, prototyping and change management
- Identify critical touch points during the mapping of existing customer journeys
- Understand the limitations and possibilities of each touchpoint
- Design mindful digital transformation of touch points
- Test prototype process through key metrics to guide iterative improvements
- Embed change management throughout the process in a thoughtful, considered, and empathetic way
On successful completion of this degree students should have enhanced their skills in:
- Excellent working knowledge of the Human-Centered Design principles and methodologies
- Strong communication and presentation skills and ability to influence others
- Strong ability to analyse requirements and propose best possible solution/recommendation for a digital transformation of a touchpoint where required
- Confident ability to plan out and execute discovery research approaches, and excellent understanding of a variety of research methodologies
- Excellent experience design skills and the ability to create artefacts such as insights and recommendations papers, Personas, Customer Journey Maps, and Service Blueprints.
Last updated: 31 January 2024