4 Layers of Customer Experience Design

Data, Experience Design, Product

Customer experience design is the heart and soul of any digital business. The brands with higher customer experience score, grow faster than their competitors (Forrester).

The simple goal of customer experience design is to deliver superior customer experience of course. The goal is easier said than done; however it involves everybody in the team, not just the UX or the product people, but also the marketing, IT and design teams. Hence, this is a complex challenge for any company, especially for an enterprise. It is no wonder that most of the Webby winners in user experience category are new emerging brands rather than established Fortune 500 companies that have all the vast resources and tens of years of customer knowledge.

Four reasons why:

  1. DataThe exponential growth of data in the last five years thanks to the rapid adoption of interactive design in product development. Customer identification, consistent segmentation, and actionable data are more important than ever. Whoever was not ready for this shift, lost time and competitiveness. Enterprises are finally catching up to the start-ups in this area.
  2. DesignIt is the new language of business. The design is not just about the colors or the fonts anymore but more about making something easy to use, or easy to understand. With the abundance of applications and services available to the consumer, the best (easy, not simple) design wins.
  3. Real-timeApplication development has changed the rules of digital. Real-time communication is the new norm and changing the experience based on context and content became the new frontier for many brands. It requires infrastructural changes and investment if you are an established brand. 
  4. Cross-functional coordinationIt is a major challenge for an enterprise to coordinate the customer experience around the whole lifecycle and it will require more than project management skills. This challenge is a cultural shift that is already happening in many start-ups, and the enterprises will need to catch up soon.

Customer experience design is the new black, and real-time data and design (ReDD) is the future of digital. Below are the four layers that are the building blocks (enablers) of the customer experience design.

Data Layer:

Customer Experience Design starts with data. Although there are millions of people coming to the company’s website or mobile apps, only few can be identified with the first party data. 2nd and 3rd party data are now widely available, and that can help companies know a little more about their anonymous visitors. But, identification alone is not enough; creating 360 customer profile with intent and technographic data, being able to segment and activate the data real-time across all channels are critical components of customer experience design.


Data Layer

Logic Layer:

It is the application layer where all the business rules, such as contact strategy rules, campaign rules, marketing automation rules, loyalty program, affiliate commission engine rules will live. This layer is of particular importance to automate the full customer experience. Otherwise, it is a great challenge to scale any of the personalization efforts.


Logic Layer

Experience Layer:

All digital assets, mobile, web, email, app, lives in this layer. Real-time personalization has two key requirements to scale. Real-time data syndication across all digital assets and also real-time dynamic content and creative.


Experience Layer

Media Layer:

This layer is also super important considering your customers are spending 95% of their time on other networks and publishers when they are online. Having a consistent, coordinated media exposure with your experience layer, and triggering personalized experiences in the right context is a game changer.

Media Layer

Below you can find a simplified tech stack of a digital company with all these four layers that are the key building blocks for the customer experience design.

Tech Stack



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