CX Design is concerned with defining and capturing the desired customer experience you want your customers to have whenever interacting with your business, its brands, and its offerings. This spans the entire Customer Lifecycle… becoming aware of their need, contemplating a purchase, shopping for and researching their options, buying (ordering) their chosen option, receiving it, unpacking it, setting it up, using it throughout its life, maintaining it for as long as makes sense, retiring it, and then starting the cycle all over again. This sequence of encounters is thought of as the "journey" your customer takes along their path of engagement. The proper design of this journey is very critical. It must make careful use of Experience Psychology in order to properly influence key attributes of your offering (such as its features and performance levels) and otherwise optimize the journey. Viewed more broadly, CX Design captures those experiences you want customers individually, and markets collectively, to have when using your products or receiving your services. Together with your marketing messages, these largely determine the market's perception of your brand, and are what ultimately create (or fail to create) a certain level of brand loyalty.