Collaborative Customer Experience Design Frameworks

We’ve entered an era where software isn’t just about a single user and a tool — it’s about humans + agents + systems working together. This shift requires us to expand our UX toolkit. We need new ways to design for this new paradigm. Here’s a Multi-Actor HX Framework that I've been playing with and I would LOVE thoughts and feedback. This is all just meant to be scaffolding, not dogma — a way to ask better questions as we design for agentic systems. What other shifts do you see as humans + agents increasingly work side by side? Or how would you reframe any of this......   1. From Users → Systems Old: Critical User Journeys New: Critical System Journeys Map the choreography of humans + agents + systems. 2. From Jobs → Delegations Old: Jobs to Be Done New: Jobs to Be Delegated Decide what stays human, what is agent-assisted, what can be automated. 3. From Personas → Mindsets Old: Single-voice personas, archetypes, segments New: Fluid states of intent and behavior Recognize that people (and agents) move between different mindsets depending on context — not fixed archetypes, but shifting roles in a system 4. Layers of Abstraction People engage at different levels: -Code (1.0) -Training/tuning (2.0) -Prompting/orchestration (3.0) Recognize that different types of builders operate at different layers and many will move seamlessly between layers. 5. From UX → HX Old: User-Centered Design New: Human Experience Design Design for trust, agency, and collaboration in ecosystems where humans and agents co-create.

It’s been almost a year since we started our experience management journey at Lloyds Banking Group; it’s becoming our design system for CX. We’re about to scale it, so I thought I would reflect on what we’ve learnt over these last 12 months. 1. Your experience hierarchy and journey framework are the backbone of your system. It is the shell that structures experiences at different levels across customer types, products, and channels. You won’t see results until everyone can embrace it. 2. Your hierarchy and framework must work on paper, on a digital whiteboard, and in sophisticated software. There cannot be barriers to entry. 3. This system turns journeys into data products that require structured inputs (like OKRs, analytics, quant and qual research), and structured outputs (like opportunities, propositional bets, and solutions). 4. This, in turn, invites your whole company to align on how you structure and classify metrics, research, opportunities, and solutions cohesively. This is a hard task at enterprise level. 5. This system isn’t a design thing or a CX thing; it’s a real-time outside-in view of how your business is serving customers. It only sticks if product, design, engineering, marketing, operations, etc., all embrace it. This takes a hell of a lot of storytelling and pitching. 6. You can see and feel results such as reduction of siloes and duplication, more efficient delegation of backlog items, and faster design-to-delivery cycles after (approx) 10 end-to-end journeys go live. The language and way of working becomes a domino effect across the organisation, at all levels. 7. This opens the door to conversations about journey-centric operating models— what would that look like, and what would it take? 8. Like a design system, it needs a governance model (and a core team) to create, maintain, and remove components.

Driving Customer Experience Transformation through the 8P Framework In a rapidly shifting service landscape, organizations can no longer rely on fragmented improvements or isolated tools to elevate customer experience. True excellence begins when leadership adopts a holistic approach that aligns people, platforms, policies, and processes into one unified vision centered on the customer. The 8P framework represents a strategic leadership model that guides organizations toward sustainable, scalable, and measurable CX excellence. 1, Platform Invest in seamless, secure, and fully integrated service platforms that enable effortless access and engagement. 2, Performance Build a culture of measurement where CX indicators drive decision making, continuous enhancement, and operational discipline. 3, Policies Ensure clarity and fairness through customer centric policies that empower employees and reinforce trust. 4, Partners Create an ecosystem of strategic partners who elevate quality, accelerate innovation, and support service delivery goals. 5, People Enable teams with the right skills, empathy, and empowerment to represent the organization at its highest standard. 6, Products Design offerings that speak to customer needs with simplicity, reliability, and meaningful value. 7, Places Shape both digital and physical service environments that reflect excellence, accessibility, and confidence at every visit. 8, Process Redesign and streamline operations to remove friction, reduce effort, and enhance every step of the journey. Customer experience is not a department, a platform, or a training program, it is a leadership commitment. When CX becomes a strategic priority, transformation follows, loyalty strengthens, and trust becomes a measurable outcome, not a slogan. #CustomerExperience #CXLeadership #CXStrategy #DigitalTransformation #ServiceExcellence #CustomerCentricity #LeadershipMindset #ExperienceDesign #QualityOfService #CXInnovation #CustomerJourney

The best journeys consist of six building blocks: 🔴 Metrics, 🟠 Personas, 🩷Journeys, 🔵 Insights, 🟣 Opportunities, 🟢 Solutions. While journeys change constantly, the key to managing the customer experience across teams is using a consistent system everyone understands. Not just your service designers. It’s just 6 of these you need to power a journey-centric workflow across your teams. 🔴 Metrics Tracking customer journey performance using data visualization of KPIs like NPS, CSAT, conversion rates, and customer effort scores. Metric building blocks can span the entire journey or measure a specific step. For example NPS can say something about the entire customer journey, while a Conversion metric will say something about customers progressing from one step to the next. 🟠 Personas Creating need-based profiles of your customers provides a useful filter for all your journeys. Personas are building blocks you use to standardize your insights. Personas are like filters to quickly segment and compare journeys. The thing I love about journeys as a business tool, is how they are typically visualizing the emotional experience for different personas based on all insights you have. (more on this on insights) 🩷 Journeys This one is the most interesting: Journey building blocks enable you to create a framework of journeys. This helps to break down complicated customer experiences into manageable pieces. Typical structure to begin with: L0: Framework journey (i.e. customer lifecycle) L1: Macro journeys (i.e. purchase experience) L2: Micro journey (i.e. buying a phone online) 🔵 Insights The most used building block of them all. Get facts from research, surveys, support tickets, VoC programs and service calls. Then synthesize these into insights in the context of your journeys. Customer Pains, Gains, and Needs. 🟣 Opportunities The opportunity is another version of the classical problem statement from service design, but in journey management it is used as a building block to prioritize against opportunities from other journeys. Insights + Journey + KPI = Opportunity for the business. 🟢 Solutions Generating new ideas or concepts to improve customer experiences is one way to use these in a journey map. A better way is to or align existing work items (like Epics, Ideas or Initiatives) to your journeys - so you can track progress from different teams - right there and then. Bonus points if you link them to opportunities. #cx #servicedesign #design #customerjourney #journeymapping