Customer Experience Design
Eva Magaña
Project Leader
Strategic Designer
Service Experience Design is about shaping how your service feels from start to finish.​
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Design intentional, cohesive experiences by defining how customers move, interact, and feel across every stage of the journey. Instead of focusing on isolated touchpoints, we design the full experience as a system—ensuring that every interaction works together seamlessly.
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We start by understanding your users, your brand, and your service context. From there, we design the ideal experience—mapping journeys, defining key moments, and structuring how interactions should happen across physical and digital channels.
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We translate this vision into clear frameworks that guide execution. This includes defining experience principles, service standards, touchpoints, and interaction models that ensure consistency across teams and channels.
We also design the emotional layer of the experience—how customers should feel at each stage—and identify key moments that create differentiation and memorability.
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The result is a service that feels intentional, consistent, and aligned—where every interaction reinforces the experience you want to deliver.
Customer Journey Design (To-Be)
We design the ideal end-to-end experience from the customer’s perspective, mapping each stage of the journey and defining how the service should feel at every step. This helps create a cohesive, intentional experience across all interactions.
Experience Principles
We define guiding principles that describe how the experience should feel and behave. These principles act as decision-making criteria to ensure consistency across all touchpoints and implementations.
Service Blueprint (To-Be)
We define the operational structure needed to deliver the designed experience, mapping frontstage interactions, backstage processes, roles, and support systems. This ensures the experience is not only desirable, but also executable.
Service Rituals & Standards
Repeatable actions or behaviors that create consistency and personality. Standard guidelines for how the service should be delivered, including expected behaviors, response times, and interaction quality.
Touchpoint Definition
We identify and design key moments where customers interact with the service—both physical and digital. Each touchpoint is defined intentionally to ensure consistency, clarity, and alignment with the desired experience.
Signature Moments (Wow Moments)
We identify and design standout moments that elevate the experience and create memorable impressions. These moments help differentiate the service and increase emotional impact.