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


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)



Persona_Collector Clemens
Persona_Creative Carl
Persona_Sarah Baumann
Persona_Isabella von Christansen
Persona_Anna Meier
Persona_Jasmin Schröder
Persona_Thomas Walter
Persona_ Hildegard Schmidt

Customer journey’s & Idea Portfolios:

Legoland Customer Journey
LegoLand Customer Journey – Hani Mattar, Ana Karen Schmidt-Valois, Jazib Jawaid
Customer Journey Grid_Marie Straub, Johanna Kemle
Legoland Customer Journey Map_Cristine Thomas_Stefanie Heinzmann
20200408_Customer Journey for Legoland_Necmiye Yagdi and Inés Kana Guendia
Customer_Journey_Thomas Walter__Daniel Rehm_Marco Piehl_HDBW



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 surnames”.

Part 1 – Group Assignment (65%)

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
4. You choose two ideas of out of any idea portfolio.
5. You prototype both ideas (first on paper).
6. You test the faisibility of both ideas.
7. You test/iterate the best feasible  idea (5 times) and apply learnings. You document each iteration using the test and learning card methodology.
(Use the testcards – add them to your portfolio + learning card!)


8. Explain the context in your experience happens.
9. Create a story which fits your concept’s context

You pitch (5m) your new idea and prototype on Monday June 22th, 2020.

Create a poster (1 slide/page) of your new customer experience
(a poster contains visuals & text) to support your pitch.

Part 3 – Peer Review (35%)

Use the Peer Review Form to review the your assigned case.
Motivate your answers out of the course.

All documents ar uploaded in my GoogleDrive. Please follow this link.
Still waiting for the last document for final assignment of the cases.

Cristine reviews Daniël & Marco
Stefanie reviews Vanessa & Janina
Nico reviews Daniël & Marco
Denis reviews Janina & Janina
Jonathan reviews Ines & Necmiye
Marie reviews Hanni, Karen & Jazib
Johanna reviews Ines & Necmiye
Sophia reviews Cristine & Stefanie
Caroline reviews Hanni, Karin & Jazib
Daniël reviews Nico, Denis & Jonathan
Marco reviews Hanni, Karin & Jazib
Vanessa reviews Cristine & Stefanie
Janina reviews Marie & Johanna
Ines reviews Nico Denis & Jonathan
Nesmiye reviews Sophia & Caroline
Hanni reviews Nico, Denis & Jonathan
Karen reviews Marie & Johanna
Jazib revieuws Sophia & Caroline

Due Dates:
Please send your group portfolio (all documentation of your idea and prototype including group part and your pitch presentation) before 25/6/2020 – 23:59
Please send your individual peer evaluation form 3/7/2020 – 23:59


  • 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 challenges the question. The level of solution surpasses the suitable answers and tackles a wider perspective. The solution is properly analysed and has reference to support it.

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