Design the customer experience

Your customers’ experience plays out at every touchpoint. It has to be built; it cannot be improvised. An experience designed with method translates directly into satisfaction, loyalty and recommendation. Training, workshops and consulting: everything you need to go from a good idea to an experience that truly makes a difference.

Customer experience design: Laurence Wilmet facilitating a customer journey mapping workshop

Why invest in customer experience design

Your products can be copied, and competitors can match your prices. The experience you offer is much harder to replicate: it is often what tips the balance for your customers.
And that experience exists whether you design it or not. The real question is whether it happens by chance or by choice. Customer experience design means making it a choice: improving what already exists, and inventing what is still missing.

Map what exists today: the customer journey

In customer experience design, the customer journey shows what your customers go through today, step by step, from one touchpoint to the next. Gathered around the same map, your teams break out of their silos: they spot pain points, moments of truth and opportunities for improvement, then agree together on priority actions.

Design what doesn’t exist yet: Design Thinking

When it comes to launching a new product, service or experience, Design Thinking takes over. It is an innovation method: instead of starting from what your teams imagine should work, you start by observing your customers, you come up with solutions, then you prototype and test quickly, before you invest.

Services to design memorable customer experiences

Training

Learn the methods and tools

Design Thinking Bootcamp

Discover in a single day how to innovate from your customers’ needs, from the first interview to a tested prototype. A practical, engaging introduction to the five stages of Design Thinking, on a real case, with tools you can reuse the very next day.

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Design Thinking – Advanced Level

Master Design Thinking phase by phase to innovate from your customers’ real needs. A full day per stage to practise each tool in depth, then apply it directly to your own projects.

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Prototyping & Testing

Learn to prototype fast: make your ideas tangible in a few hours, with or without AI, and test them with your users before you invest. Product, service, interface or campaign: you check from the outset that your idea meets a real need.

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Workshops

Apply it to a real case in your organisation

Customer Journey Mapping Workshop

Map your customers’ journey with your team and identify the pain points holding back their experience. In one day, you leave with a shared view of the customer and a prioritised action plan, ready to implement.

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Design Sprint Workshop – 5 days

Turn a business challenge into a solution tested with your customers, in five days, with your team. Understand, ideate, prototype, test: you decide what comes next based on your customers’ feedback, not on assumptions.

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Consulting

Expert support over time

Short on time, or need an expert eye on a project? I work directly with your teams on the ground to design, structure and improve customer experiences that truly make a difference.
Format and duration adapted to your project.

TYPES OF SERVICES

  • Customer journey mapping and design
  • Adoption of Design Thinking tools
  • Facilitation of ideation sessions and workshops

TYPES OF PROJECTS

  • Innovation
  • Product or service launch
  • New website or app
  • Transformation project

Learn more about consulting

Explore my other areas of expertise

UNDERSTAND YOUR CUSTOMERS

Interviews, observation, field testing: the tools and methods to go out and meet your customers.

DRIVE CUSTOMER ENGAGEMENT

Relationship strategy, data, automated campaigns: the methods to engage your customers at the right moment, in support of your business goals.

Do you have an experience to design or rethink?

Tell me about your challenge, and together we’ll choose the format that fits best.

Let’s talk

Frequently asked questions

What exactly is Design Thinking?

Design Thinking is a human-centred approach to innovation. It structures the creative process into five phases to move from a fuzzy problem to a validated solution: empathise, define, ideate, prototype, test. It is not reserved for designers: it applies to any challenge, in any sector.

Does Design Thinking work in every sector?

Yes. The approach applies wherever there is a user, a customer or a beneficiary: product, service, digital experience, internal process, marketing campaign. What changes is the challenge. The method stays the same: you start from the customer or user to design the solution.

What is the difference between a workshop and a training course?

A training course gives you the methods and tools to master them and reuse them independently. A workshop applies them directly to a real case in your organisation: you leave with a deliverable you can use straight away, not a skill to develop.