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Scott Plewes

Scott Plewes

Chief Strategy Officer

Falling Through the Cracks: Continuity of User Experiences

One of the hardest things about service design is creating continuity in the user experience. That continuity, in part, comes from organizations creating internal continuity and alignment. And sometimes, departments are incentivized to do just the opposite. For this reason, Continuity in Experiences require more than a good service blueprint. It requires real organizational alignment and likely change.

Some additional things to know about Continuity of Experiences:

  • Organizational change, by definition, impacts employee experience. You can (and should) use experience design tools and techniques to help bring this about.
  • Regularly, organizational departments are incentivized on metrics that actually disrupt the experience.
  • A common mistake is to rely on two main approaches towards change: training and a re-org. It is never this simple if you want to change operations to create improved customer/user experiences (including Continuity of Experience).
  • Not all approaches to customer journey mapping explicitly take into account continuity of experience so you need to be aware of it and add it yourself.
  • A quick approach to finding easy wins in Continuity of Experience is to find places in the customer journey where users need to jump to a new experience (e.g. from web to phone) or re-enter or repeat information unnecessarily.
Scott Plewes

Scott Plewes

Chief Strategy Officer

Over the past twenty-five years, Scott has worked in the areas of business strategy, product design and development in the high tech sector with a specialization in experience design. He has extensive cross-sector expertise and experience working with clients in complex regulated industries such as aviation, telecom, health, and finance. His primary area of focus over the last several years has been in product and service strategy and the integration of multi-disciplinary teams and methods. Scott has a master’s degree in Theoretical Physics from Queen’s University.


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Akendi is a human experience design firm, leveraging equal parts experience research and creative design excellence. We provide strategic insights and analysis about customer and user behaviour and combine this knowledge with inspired design. The results enable organizations to improve effectiveness, engage users and provide remarkable customer experiences to their audiences.