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We are often asked what the difference is between UX and UI design, service design, customer experience (CX), human-centered design, design thinking, design research, UX research, and design strategy. How is anyone supposed to know what the difference is and what to ask for when hiring for a new position, looking for an external firm, or trying to learn about the field? To be honest, it’s sometimes even confusing for us (who have been working in the field for over a decade!) to describe the nuances and differences between all of the approaches and processes out there. …


As designers and researchers in service design, human-centered design, or user experience design, we have all experienced challenges in getting our ideas heard at some point. Whether it was a boss or VP who didn’t see the value in our work or a client who only wanted us to make their product look pretty… It’s frustrating, and we get it!

Designers are visionaries and eternal optimists. We see flaws in everything and at the same time see how those experiences could be so much better. We’re plagued by horrible government forms and poorly designed services in our day-to-day lives —…


If you’re reading this, that means you’ve started your journey into UX and customer research, or you’re considering it. However, just because you and your team are conducting research doesn’t necessarily mean you’re doing it at the right time or in the right way to reap the full benefits for your products and services.

We know we’ve talked about it before, but let’s recap — what are the benefits of conducting UX and design research? If done right, here are the benefits of user research…

  • Discover areas for improvement
  • Make informed product and service decisions
  • Find innovative solutions, and
  • Delight…

Companies often think that in order to have a successful digital product or application, they just need a good designer to make it look better. We get it — it’s easy to get sucked into a glossy visual or brand identity and think that’s all you need for an exceptional digital experience. However, the reality is, even if something looks great, it doesn’t mean it will work great for your users.

While a beautiful interface contributes to a great product, it only scrapes the surface of what your user really needs. Whether you’re an organization whose software applications could benefit…


When it comes to design research tools, two of the most frequently used are Customer Journey Maps and Service Blueprints. Both are incredibly valuable communication tools that show the end-to-end processes and experiences of your staff and customers. BUT, what’s the difference, and how do you know which one is right for your project?

Whenever we meet with a new client or read a project brief, we’re faced with some of the same questions. Today we’re answering those tricky questions and breaking it down for you:

  • What is a Customer Journey Map?
  • What is a Service Blueprint?
  • What is the…

In this three-part blog series, we’re breaking down one of our favourite service design tools: Customer Journey Maps! We cover:

  1. Customer Journey Mapping 101: What are customer journey maps, and why do you need them?
  2. Customer Journey Mapping 201: How to Research and Build a Customer Journey Map
  3. Customer Journey Mapping 301: Designing for the future, evolving your map, and making it actionable (this post)

In this final instalment, we explore tools and techniques to ensure that the customer journey maps you’ve carefully researched and crafted are highly actionable, and that they continue to evolve alongside your organization or team.

Here are our TOP FIVE methods for really utilizing customer journey maps to their full potential, and communicating this powerful tool across teams.

1. Host a Town Hall Meeting


In our new three-part blog series, we’ll introduce our favourite qualitative research methods and strategies that you can immediately start applying to your human-centered design (HCD) projects.

We will cover the following design research methods:

In this final instalment, we’re explaining the benefits of conducting Diary Studies to better understand your users’ experiences and motivations over a longer period of time.

What is a diary study?

A diary study involves research participants (your users, customers, or target audience) journalling and self-reporting their activities, their thoughts and feelings, and their general experiences over a specified period of…


Getting clear on where your organization lands when it comes to understanding the value of user experience (UX) design and research can help you determine what your next steps should be to improve upon your digital products and services.

Making this type of UX assessment is not a new exercise. In fact, if you look up “UX Maturity Scale” in a search engine, you’ll see that many of the same images and scales appear. Generally, it’s widely accepted that there are five to six key stages in any organization’s UX Maturity. …


Designers and leaders are often required to bring big groups of people together for big conversations. How can we make these conversations productive? How can we facilitate discussions with stakeholders and teams who have differing perspectives and goals? Or when we’re conducting discovery research, how, when, and with whom can we conduct workshops for co-designing solutions or uncovering insights? Not to mention the workshops where we validate ideas and test prototypes. At the end of the day, there are many people and questions to navigate for storytellers and leaders in design.

In this blog post, we highlight the key tips…


We all need maps to show us the way sometimes — the journey is just as important as the destination!

In this three-part blog series, we’re breaking down one of our favourite service design tools: Customer Journey Maps! We will cover:

  1. Customer Journey Mapping 101: What are customer journey maps, and why do you need them? (this post)
  2. Customer Journey Mapping 201: How to Research and Build a Customer Journey Map
  3. Customer Journey Mapping 301: Designing for the future, evolving your map, and making it actionable

Outwitly

We are a service design consultancy committed to improving human experiences.

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