Course Outline

Module 1: Foundations of Experience Design

• Principles of CX and service design.

• Experience mapping frameworks.

• Case Study: Disney’s experience blueprint.

Module 2: Customer Journey Mapping

• Identifying moments of truth.

• Mapping customer pain points and opportunities.

• Workshop: Create a journey map for a retail or banking scenario.

Module 3: Behavioral Insights & Segmentation

• Customer personas and archetypes.

• Using data for psychographic and behavioral segmentation.

• Exercise: Build customer personas from sample datasets.

Module 4: Designing for Emotion & Engagement

• Emotional design principles.

• Creating experiences that resonate with values and aspirations.

• Case Example: Apple’s emotional branding approach.

Module 5: Personalization Strategies

• Levels of personalization (basic, predictive, AI-driven).

• Omni-channel personalization in banking, retail, and insurance.

• Workshop: Design a personalized campaign for an e-commerce brand.

Module 6: Digital Tools for Personalization

• CRMs (Salesforce, Microsoft Dynamics 365).

• Customer Data Platforms (CDPs) and AI recommendation engines.

• Hands-on: Configuring personalization workflows in Dynamics 365.

Module 7: Service Prototyping & Testing

• Rapid prototyping tools (Figma, Miro, Service Blueprinting).

• A/B testing and user testing methods.

• Workshop: Prototype a mobile app experience.

Module 8: Experience Analytics & Measurement

• Key CX metrics (NPS, CES, CSAT).

• Experience analytics platforms.

• Exercise: Analyze CX data with Power BI.

Module 9: Scaling Personalization

• Automation and AI-driven personalization engines.

• Balancing privacy, ethics, and personalization.

• Case Study: Netflix’s personalization algorithm.

Module 10: Capstone Project & Presentation

• Group project: End-to-end design of a personalized customer experience.

• Presentation of prototypes and business cases.

• Feedback and final reflections.