Review every touchpoint of the user’s journey
You deal with experience design. You are developing a new service that fits your brand identity and values or you are redesigning an existing product to give your customers a better experience.
Experience design, however, is a discipline that should not be limited to just one product or service. All customer touch points (really all of them!) should be included in your consideration.
So it is of no use if you have optimized the onboarding, offer a great product, but the service and the hotline offer an unsuitable experience. Good experience helps to build a strong connection between you and your customers and it rises the expectations: experience matters! Do not disappoint them with bad and unexpected experiences.
Therefore, it is really advisable to include all customer touch points in the experience design. And that over the entire customer lifecycle.
