As part of our Design Practice, we apply our design expertise to the design of both customer experiences and business experiences. The former address the desired customer experience to be associated with researching, purchasing, possessing, using, maintaining, and retiring an offering. The latter address the experience the business desires to have in delivering the offering. These two experiences must have congruency if the business model is to work as desired and intended.

We refer to the former work as Customer Experience Design, or CX Design, and the latter work as Business Experience Design, or BX Design. Both are subsets of the broader domain of Experience Design. In each case, these questions of desired experience are addressed through intentional design of the experience, whether it is that of the customer or that of the business. Both are important aspects of executing a particular business model.


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.


BX Design captures those experiences you want your organization to have while delivering the product or service. More specifically, BX Design is concerned with defining and capturing the desired business experience to be associated with delivering the offering, from producing it, marketing it, selling it, servicing it, and reclaiming it. In similar fashion to CX Design, this sequence of events can be thought of as a "journey" the business takes along its path of experience. BX Design will inform key aspects of delivery, including production methods, supply chain interactions, ordering or retailing systems, inventory management, marketing channels, sales channels, service arrangements, reclamation arrangements, and so forth. In this sense, BX Design adds a layer of detail on top of what is traditionally captured in a Business Model Design.


The greatest value transfer takes place, and the delivery process is most effective, when both designs – CX and BX – are congruent with one another. Often, wherever there is a breakdown between the two, the result ends up creating pain and friction for both parties… a lose–lose. The win–win situation occurs when they are designed to work in harmony with one another. The conditions for this to happen are generally set within the context of the Business Model Design itself.


At Legacy Innovation Group, we have an established process for experience design that delivers winning, innovative customer and business experiences. This process involves a sequence of 10 steps, and derives from established practices in Customer Experience Design (CXD) and Customer Experience Management (CXM), which themselves draw upon the field of Experience Psychology.
More information about our process can be found at The Legacy Innovation Experience Design Process.

The Engagement

The Experience Design Engagement typically follows these steps:

  1. We begin by listening to you in order to understand the experiences you wish to stage and your goals and objectives for these experiences (this may stem out of prior Discovery work we've already completed together).
  2. As needed, we gather all pertinent background information, including any preceding user, market, and/or business insights that would have been generated.
  3. If needed, we can first dissect and analyze any existing customer or business experiences to understand where they fail and fall short, which can be used as input into the new experience design.   This may necessitate going into the field to gather customer and/or business feedback on different perceptions of these experiences.
  4. We then lead the process of designing the new experience.   We typically involve certain members of your staff collaboratively in the process in order to ensure their inputs are captured while the experience is being designed, and so that there is ownership of the new experience when the time comes to stage it.
  5. When finished, we prepare for you a formal Experience Design Report illustrating the new customer and/or business experience, and explaining in full detail how it is to be staged.
  6. We then travel to your office and present the new experience design to your leadership team.   We can also lead workshops with any of your staff to help disseminate the experience design wherever needed.
  7. As desired, we can assist you with implementing these new experiences, including by developing new product and service innovations, and/or by developing appropriate go-to-market and brand strategies.

Learn More About Engaging Us For Experience Design.



Anthony Mills Featured At Mena ICT Forum 2016

Legacy Innovation Group's CEO, Anthony Mills, was a featured guest panelist at the MENA ICT Forum in Amman, Jordan in November 2016. Within the forum's theme of Digitizing the Economy, Mr. Mills participated on a panel alongside regional ...


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