Customer Experience design looks at a product or service from all levels, analyzing how a user may interact and engage and considering what impression those experiences will leave. At every touchpoint, this branch of deign aims to leave a positive impression not just of the product or service at hand, but of your brand as a whole. Southwest Airlines, for example, starts by treating their employees as customers. This spills over into employee treatment of their customers, resulting in Southwest consistently ranking at or near the top of airlines with the highest ratings on customer feedback

Customer Experience design sets the tone for what a customer can expect when purchasing or using your products and services. It’s an extension of your brand and your promise to your consumers, representing a vital component to your overall design theory and application.