Strategic Design Direction

Companies must innovate to maintain and grow market share in an increasingly competitive world. Strategy that guides which customer experiences to focus on, when and why provides a competitive edge.

Symplicit's experience services can assist you to create a competitive edge . Our research identifies customers unmet needs and desires which they are often unable to articulate. We can then help you to develop or refine a targeted customer experience by applying a User-Centred approach to product and service design and to organisational processes.

Symplicit explores new opportunities using ethnographic research techniques such as contextual enquiry and turns research insights into concepts that are prototyped and tested with customers. This upfront effort is highly cost-effective since it identifies which direction to take and prevents unwise investments.

Symplicit can help you to differentiate your existing customer experience and maximise its value through end-to-end mapping. An experience map allows you to change or extend the experience based on a clear understanding of why customers interact with each channel, when and how. The map can also be compared with competitors to understand where your competitive edge lies.

Our strategic design recommendations address why experience dimensions of breadth, duration and intensity should be shaped in certain ways for your target customers. Setting direction and getting the experience right with a User Centred approach provides significant business benefits including reduced risk and lower costs during development and implementation .

Read our White Paper "Eye Tracking: Measurable Customer Insights"