Reflections on building an XD practice
After over a year of building an Experience Design (XD) practice at Klick, it’s time to look back and reflect.
When Klick made the strategic decision to build our XD competency last year, the first order of business was to define what we meant.
We described XD as being about “higher order” design challenges. What does that mean? It means first understanding that customers experience brands as a series of moments over time. The sum of those “Moments that Matter” is the overall impression your customer has of your brand. It’s about recognizing that every omnichannel touchpoint has the opportunity to delight or annoy your customers.
Building on that idea, we began to develop tools that would enable us to design and document the omnichannel experience we wanted to create for our clients.
With those new tools in hand, we were then armed to begin creating intentful and thoughtful customer experiences that people would love. We were fortunate to work with several amazing clients that loved the vision of the ideal customer experience we created for them.
While our next steps are to continue to evolve our tools and continue to grow our XD client base, we’d like to share a few reflections on our progress to date:
- Our approach is working. By focusing on the Moments that Matter and designing ideal customer experiences around those moments, we’ve created a unifying “north star” customer experience vision for our client to share with their leadership.
- XD is not a one-person show. Our partnership with other teams such as strategy and our consulting team has proven that the best ideas come from a diverse team unified by a design thinking approach.
- XD isn’t an end in and of itself. XD engagements with our clients have led to future phases of work which will involve translating our vision of a great customer experience into reality via platforms and infrastructure.
Have any advice or reflections of your own on building an XD practice? Leave them in the comments!
