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Design Thinking
For Customer Experience.

Design Thinking For Customer Experience


CX Prism Design Thinking is customer-centric digital innovation methodology that constantly challenges the status quo in pursuit of thinking creatively, promoting early idea generation and prototyping — that’s mostly collaborative, playful, and iterative.

CX Prism Design Thinking is built on three core foundations when it comes to delivering breakthrough customer experiences.

Empathy (EQ)
Empathy (EQ)

Most organizations do not truly understand their customers or prospects. And many organizations do not invest in CX innovations to digitally design "what their customers want". In fact, people don't know what they want until you show it to them. Even you need Design Thinking to build commitment to a new idea.

CX Innovations
  • Organizations have lots of data but are usually naïve about how customers feel, what they value and what they want at any point in time.

    Descriptive: Demographic, life stage, location

    Relationship: Interactions, transactions, operational

    Social: Family, friends, corporate

    Satisfaction: Underlying, immediate

    Attitudes: Values, decision process

    Needs and wants: Strategic, temporary, real-time

Design Thinking

What’s Design Thinking


Design Thinking for Business Moments

Design Thinking enables the discovery of disruptive Pathways during business moments. Understanding various customer journeys, and digital business moments is very critical and important in the digital age. Identifying these transient business moments and linking to CX Strategy and Design is complex, and it requires C-Level engagement.

Design Thinking — A Catalyst

Organizations are heavily involved in execution spending less than 10% on business modeling. There’s insufficient focus on design, planning, and collaboration.

Illustrated image shows how CX Prism Design Thinking becomes a catalyst for the discovery of shining business moments.

Potential experiences for customers

A Perspective on potential experiences for customers before HP Instant Ink.


CX Prism Design Thinking facilitates engagement from stakeholders on combinatorial strategies — through ideation.

Stakeholder engagement starts with empathy and goals refinement. Alignment is a primary benefit of prototyping and testing.

UX Processes
CX Prism Logo

"This is Experience Economy. At Virtuos, we design your customer experiences by applying principles of CX Prism."

Wilful Disruption
Wilful Disruption

Disruptive strategies stem from innovation which often centers on Customer Experience (CX). Positioning provides a proven method for framing intent, including disruption and CX innovation.

  • Customer Experience: Perceptions and related feelings across touchpoints and interactions
  • Disruptor: Effects disruption
  • Disruption: Changes expectations and behaviors in a culture, market, industry or process
  • For

    Target Customers

  • Who

    Statement of Need or Opportunity

  • And want

    Statement of Experience Expectations

  • the

    Product/Service Name

  • is

    Product/Service Category

  • That

    Statement of key benefits compelling reasons to buy

  • unlike

    Primary Competitive Alternative

  • our product

    Statement of Primary Differentiation

Use CX elements to frame disruptive intent and test the impact on competition or incumbents


Design for Inspiration and
Disruptive outcomes

Create Customer Empathy Maps to uncover opportunities for disruption or innovation.

Make CX Foundation for

Identify key business moments for innovation and disruption with differentiation strategy.

Apply CX Prism

Work with Virtuos consultants to identify strategic moves and combine it with Indicial Maturity.

Let’s pilot first

Let’s connect over CX Primer and work with your cross functional teams on the first pilot.

Identify 2-3 business moments to illuminate disruptive pathways