User Experience (UX) and Customer Experience (CX) design in the past few years are systems developed based on the growing demand to provide a holistic solution for people either online, in a store, at a bank, in a hospital or interfacing with either other people or a digital device. Users, a customer, a patient, a traveller for example are all part of an ecosystem of use within the private or public sector. As a designer we are experienced in the power of the message and key ways to articulate the process of use and function.
Designing an experience is only part of the process. Knowing what the user experiences, expects and assumes is an important part of the vital analysis to any user or customer solution.

UX is about a balance between functionality and design that can lead to interactive, emotional experience, all working together to create a seamless action that hopefully results in a flowing intuitive outcome.

Through design research methods I have worked with teams to consider the user from a variety of perspectives. People, users, customers, participants are active agents in any message, system or service. Users are smart, fussy and loyal. Users are getting older and the youth demographic has more purchasing power than ever. Demographics, types, scenarios and personas are just a slice of the complexity.

Take for example the hospital visitor. When someone is visiting a patient the experience about the hospital starts the minute they begin their journey. Do they get a message on a device about where exactly their friend is in the hospital? Are they told the best possible routes for travel? Are they informed about visiting times, services in the hospital and any supplementary information about the patient needs etc.