Experience by design

Dedicated to the design, elevation, and transformation of experience.

 

AI is reducing the cost and complexity of producing products, services, and content, increasingly diminishing functional differentiation between competitors. As these capabilities become widely accessible, sustainable advantage is shifting to experience, clear purpose, emotional connection, and trusted relationships.

Why experience matters

Experience has become one of the most strategically important dimensions of any organisation

A changing landscape

In an environment where products commoditise, technology equalises, and customer expectations continuously rise, experience is the most sustainable basis on which to compete.
 

Design to differentiate

Experience is the most enduring competitive advantage, because it is structurally embedded in culture, values, and relationships – systems that cannot be reverse engineered overnight.
 

Consistency at scale

Experience encompasses every audience, channel, touchpoint, and interaction – internal and external. It is the only lens broad enough to align an entire organisation around a single, coherent purpose.

The benefits of experience

Experience drives financial performance

73% of consumers point to experience as a key factor in purchasing decisions - PwC

1% reduction in poor CX resulted in up to £75m additional future sales for a global vehicle manufacturer - IPSOS

70% of customers choose brands based on the expectation of a good experience - IPSOS

Employees power customer experience

Organisations with highly engaged employees outperform competitors by 147% in earnings per share - Gallup

Highly engaged teams translate to better customer service, innovation and retention - Gallup

Companies with strong employee engagement outperform peers in operating income and revenue growth - Gallup

Fragmentation limits CX execution

Disconnected insights, data and systems make it difficult to identify high-value segments or personalise engagement at scale - PR Newswire

93% of CX leaders struggle with fragmented feedback, leaving them without a centralised intelligence system to unify insights and drive meaningful action - Zonka

Many experiences are forgettable

47% of consumers described recent brand experiences as "nothing notable", and a significant portion were negative - highlighting a gap between expectations and delivered experience - IPSOS

87% of customers who say they had a great experience will make another purchase from the company, compared to 18% of customers who had a very poor experience - SuperOffice

 

What is experience?

Experience has many meanings, many uses, and many variations, making the experience landscape cluttered and confusing.

Disciplines

There are individual disciplines which are firmly established.

For example:

  • Customer Experience (CX)
  • Employee Experience (EX) 
  • User Experience (UX)

Frameworks

There are also several frameworks that combine disciplines.

For example:

  • Gartners Total Experience (TX) Model - CX, EX, UX, MX
  • Deloittes Human Experience (HX) - CX, EX, PX 
  • Forresters Total Experience Methodology - BX, CX

Reframing experience

The Experience Ecosystem Framework (XEF) goes further than current disciplines and frameworks. It connects strategy, audiences, operations and measurement – putting experience at the heart of the organisation.