HDBW – Customer Experience Design

HdBW students – Master Program

This page contains all general information about the course Customer Experience Design

Contact info:
email: tom.fleerackers@kdg.be
skype: tom_fleerackers

Slides used in class:

Customer Experience – Introduction
Customer Experience – Design Thinking
Customer Experience – Day After Tomorrow
Customer Experience – Prototyping And Testing

Further reading:

X: The experience when digital meets design – Brain Solis (2015)
This is service design doing – Mark Stickdorn e.a. (2018)
The Experience Economy – Joseph Pine & James Gilmore (1999)


Case Study – Legoland – Assignment

You keep a digital record of all your assignments.
You wire-transfer your portfolio to tom.fleerackers@kdg.be  on the due date through wetransfer.com.
Due date is to be announced – the stamp on the wetransfer-mail is your verification!

Please make sure to have a source reference where necessary, and that your name is on each assignment and your portfolio.
Please label your documents with the “assignment name_your name”.

Part 1 – Group Assignment

You apply the methodoly of design thinking.
1. You describe a persona.
2. You create a customer journey map for this persona.
3. You develop an idea portfolio

Part 2 – Indiviual Assignment

You choose one idea of out of your group idea portfolio.
You prototype your idea (first on paper).
You test/itterate your idea (5 times) and apply learnings.
(Use the testcards – add them to your portfolio + learning card!)

Explain the context in your experience happens.
Create a story which suits this context.
Design a POEM campaign.


  • Level 0 – (0-6) Unsufficiant:
    The student does not give a solution to the answer.
    The student lacks to analyse the case.
    The provided solution is out of ‘scope’ of this case.
  • Level 1 – (7-11) Partial Knowledge:
    The student is answering the right questions, and is proposing a sufficiant solution. The sollution lacks sufficient analysis adnd/or inproper reference.
  • Level 2 – (12-16) Good
    The student’s solution is a suitable answer to the posed question. The solution is well analysed and has proper reference to support it.
  • Level 3 – (17-20) Higher Potential
    The student’s solution is challenges the question. The level of solution surpasses the suitable answers and tackles a wider perspective. The solution is properly analused and has reference to support it.

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