Skip to main content Skip to Footer


Beyond usability: Designing for continuous customer delight

Create engaging and delightful customer experiences that keep customer coming back—and drive increased sales


Still conceptualizing customers as “users”? Or basing interactive design on “personas”? If so, are your design strategies yielding the desired business results?

Probably not. Engaging and delighting today’s digital customers demands next-level design approaches that fuel consistent, differentiated customer experiences across

Developing a customer-centered design strategy tuned to the digital world is rooted in recognizing that digital customers respond best to designs that delight them. This is accomplished by seamlessly integrating their experience across specific devices, context and intent.

Gain competitive advantage in the digital economy with design that goes beyond usability and moves from good to great.

Engaging Design

How does a business know it has the winning formula?

It is when the business is able to determine the actionable attributes to which customers are likely to respond positively at relevant parts of their decision journey. But people's attitudes and situations change which is why constant testing and learning about customer attributes is a prerequisite of developing content that is relevant and appealing to each customer. 

Do's and don'ts of an agile consumer-centric strategy


Ask what do I know about
the consumer’s intent and context?

Ask who is the user?

Create a persuasive
experience by discovering
the attributes to which
customers are most
likely to respond positively.


Create a static user 
persona or focus only 
on product features.


Test different variations
on an ongoing basis using 
quantitative and qualitative 
feedback as input to 
continuously improve the 
experience design—known
at Accenture as the “test, 
learn and earn” approach.

Assume you will ever
get it right the first time! 

Connect experiences
across channels seamlessly.

Manage customers by channel. 

The Result: Engaging and delightful customer experiences that lead to more satisfied as well as loyal customers and drives increased sales.


It used to be that traditional user-centered design, combined with episodic design efforts and usability testing, were enough to create top-notch experiences for customers. But the experience-based economy—powered by digital—has changed everything.

Not only do customers have a higher bar for the kind of experiences that entice and engage them, they are bombarded with more choices that ever. What’s more, few customers engage with companies through one channel. As such, the consistency of the customer experience across every channel is paramount.

This is precisely why it is important to make “living services” the foundation of an enterprise design strategy, and embrace the “test, learn and earn” approach, instilling a culture of forever beta into the operating model.


A customer-centric design strategy requires a fundamental shift in approach and calls for embracing the following changes:

  1. Replace the notion of “user” with “consumer” and “task” with “intent.” The focus on intent calls for a design that is highly sensitive to consumer context. Where design is tailored based on intent, data results are dramatically improved.

  2. Give more priority to participatory interactions than one-way brand communications. In a digital world, generic product-centric push communication strategies are not very effective by themselves. Brand interactions need to be social by design as more and more consumers are basing their buying decisions on the opinions of their peer groups.

  3. Move beyond single to connected touchpoints. Since consumers are using more than one touchpoint simultaneously, it is important to think about channel investments as interdependent and connected, rather than independent.

  1. Measure brand value by fluidity across channels and not by consistency.To measure the extent to which customers are motivated to take the next best action requires knowing and supporting customer intent across their journey from one touchpoint to the next. Loyalty is stronger when products and features have a tight fit with customer preferences than when the focus is primarily on consistency in logos, tone and voice.