RESEARCH REPORT

In brief

In brief

  • Customer experience matters more than ever, yet designing the “great” experiences that perform -- for your customers and your business - is a universal business challenge.
  • The path to exceeding customer expectations sits at the intersection of design and data. Evidence-based experience design is the next frontier in UX design.
  • We explore this data-driven approach to design through four lenses: design, metaphysical, scientific and personal.
  • The methodologies and tools shared here help close the gap between great customer experiences and measurable performance.


It is almost a cliché to state that customer experience matters more than ever. Every executive, marketer and designer is acutely aware of this notion, yet with each passing day this truth becomes more unsolvable for businesses.

A deluge of emerging technologies, customer data and market expectations accelerate so quickly and with such fragmentation that, for digital leaders, it can feel as though it is impossible to design the “great experiences” that the market, in general, or their customers, in particular, desire.

There is never enough time, resources or sheer ingenuity to keep up with emerging, native digital start-ups that are shaping new patterns for user experience. Similarly, it’s hard to keep pace with the outlying leaders -- Facebook, Netflix, Amazon -- that are able to innovate and experiment with tremendous capital and leverage and, in doing so, actually shape market expectations.

What’s the solution to this relentless and mounting problem? Evidence-based experience design, a clearheaded approach to building a better customer experience that sits at the intersection of design and data.

The principles and methodologies shared here give you – the executives, the designers, the marketers, the product managers – the tools to finally close the gap between great customer experiences and measurable performance.

Good design is evidence-based design

A blend of data and design, Evidence-Based Design is the next frontier of UX design.

The physics of ROI: From projects to problems

Value is created in proportion to the problems your product or service solves for customers.

Experimentation is how you do things

Continuous experimentation is the quickest, most confident path to a better CX and ROI for a business.

From personalization to personal experience design

Shift your focus from data or technology to solving the problems of your customers.

A good customer experience will have evidence that it solves problems for the user and delivers measurable financial performance.

Matty Wishnow

Managing Director – Experience Design and Optimization, Accenture Interactive​


Ryan Garner

Managing Director – Experience Design and Optimization, Accenture Interactive

MORE ON THIS TOPIC


Get the Essentials

Whether you’re ready to dive into the full handbook or only have time to take a peek at the slides, we invite you take a deeper look into the future of UX design and optimization.

The Complete Handbook

30 minute read

Full Research Report

Your guide to creating CX that performs.

VIEW FULL REPORT

Short on Time?

Slideshare 

10 minute read

Peruse highlights of our principles in slide form.

Subscription Center
Stay in the Know with Our Newsletter Stay in the Know with Our Newsletter