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End-to-End Experience Lifecycle™

Mapping the journey of an end-to-end customer & user experience

Whether 10 minutes or 10 years, no Experience Point™ is overlooked when developing an end to end Customer & User Experience Lifecycle.

To fully understand a customer, user, product or service experience, Akendi uses the framework of its End-to-End Experience Lifecycle™. This framework includes a customer experience lifecycle and user experience lifecycle which maps the journey of an end-to-end experience – from initially learning about the product or service through all Experience Points™ including aware, explore, compare, purchase, out-of-box, set up, use, maintain, upgrade and recycle.

end to end experience lifecycle journey

By understanding and applying the End-to-End Experience Lifecycle to each Experience Point™, we ensure that no aspect of each customer or user experience is overlooked. This is true whether a total experience lifecycle spans 10 minutes (e.g. a french fry carton), a few years (e.g. software) or several decades (e.g. a train or a bookstore). Most importantly, the End-to-End Experience Lifecycle ensures that both the organisation (internal) view and the audience (external) view are represented in evaluating the Return on eXperience (ROX).

Audience Experience Points™: The way external audiences (customers, clients, users) experience an organisation, a brand, a product or service shifts over time. The End-to-End Experience Lifecycle considers and respects this changing relationship in each Experience Point™ :

Customer Experience

This is the period where customers become aware about the product or service, exploring different options and understand the product, comparing the value and offering to others in the market place and finally making a purchase decision. And with each step including a strategy, research, design and testing aspect (the experience canvas) of customer experience points.

User Experience

In general, post-purchase customers become users as they interact with the product to achieve their goals & tasks in their context of use. But pre-purchase, there is also a period where the user experience (and usability) plays a key role in the end-to-end experience. How someone finds the right information to explore product features, how to easily compare this with other offerings and the user experience of the purchase itself (e.g. shopping basket in case of an online experience) are critical and co-exist with the customer experience. Post purchase, the user goes through several steps, from inital out-of-box experience, setup, regular operation, maintenance to upgrading and ultimately disposal & recycling. Each of these steps in the end-to-end experience lifecycle need their canvas of strategy, research, design & testing to optimize the each experience point.

Client Experience

Over time, users may become clients, signifying a long-standing relationship that comes with certain expectations given their history with the organisation and their products/services. Clients may ultimately become loyal fans with a high desire to buy the next remarkable product, a greater reluctance to switch companies, and a significantly higher likelihood to recommend to others. To strategize, research, design for and test with these clients clearly pays off in the long run as aquiring new clients is usually more costly than retaining existing clients.

Brand Experience

The Brand Experience is the first experience a prospect of new customer will encounter as he or she learns of, and investigates, potential vendors. To deliver on its brand promise, an organisation must develop and hone its image and position in the marketplace. The goal here is to research and design brand experiences that will entice customers and clients to join the brand and stay with the brand long term.

Product Experience

During research and design of the product experience, companies are primarily concerned with tangible and intangible aspects of the product and what experience its users are having. The product experience has also a distinct emotional aspect when you design for customers to have a positive visceral reaction to a product, ie. their first impression. The strategy is to create experiences that connect, make users proud of their product and become passionate advocates.

Service Experience

A service experience can combine several products and other interactions with the organisation that together make up a service. A service experience is remarkable when all components of the customer and user journey are well researched and designed to meet their actual needs. Companies are strategically concerned with whether the client/customer is being served well enough that they feel loyal, will continue to buy, and will encourage others to buy.

 

 

 

 

 

The End-to-End Customer and User Experience Lifecycle frames the Return on eXperience (ROX) at varying Experience Points™ in the total experience lifecycle. Each customer and user Experience Point™ in the lifecycle will require unique attention during the creation of an appropriate experience. This, in turn, will assure the highest Return on eXperience for any type of organisation.

Shaun Illingworth
Managing Partner

What experience are you creating?

Discuss your latest initiative with us.

Shaun Illingworth
Managing Partner
contact@akendi.com

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What we do

We create intentional product and service experiences that enable organisations to increase market uptake, engage users, and improve the experience.

Industry Expertise

A balance of business experience, scientific research and user experience design creative makes Akendi a UX industry leader.

Our Work

We‘ve worked
with over
135
clients

and have
completed over360projects

Global Reach

Work with us globally
We work with clients from around the world.

What we do

We create intentional product and service experiences that enable organisations to increase market uptake, engage users, and improve the experience.

Industry Expertise

A balance of business experience, scientific research and UX design creative makes Akendi a UX industry leader.

Our Work

Partners in Experience Creation
Successful UX design leverages the power of participatory user and customer research in a real-world context. The result is the creation of innovative products and services that people need, use and cherish.

We‘ve worked
with over
135
clients
and have
completed over360projects

Global Reach

Work with us globally
We work with clients from around the world.