Designing and Implementing Customer Centric Transformation across Multiple Touchpoints and Devices
Back to e-Books

Designing and Implementing Customer Centric Transformation across Multiple Touchpoints and Devices



As new digital touchpoints start to become widely available, the way we perceive and interact with the world is shifting to multisensory, multidevice experience with multimodal touchpoints. There is a need to identify opportunities that impact business and facilitate implementation.




Through 2030, user experience (UX) will undergo a paramount shift in terms of how users experience the digital world. Web and mobile apps are already undergoing UX changes impelled by new capabilities like progressive web apps, AI and ML, Smart Spaces, Autonomous Speech Recognition, Audio and Video Analytics, Virtual and 3D Sensors.





Virtual reality (VR), augmented reality (AR), mixed reality (MR) along with voice modalities and wearables are changing the way people perceive the digital world.

The ability to be able to communicate with users across many senses establishes a richer environment for delivering subtle information that is both distinct and varied.

A multiexperience approach ensures that all touchpoints of interaction with your business are consistent, and that customers can transition seamlessly between them.

See our recommendations to enable multiexperience strategy



Many organizations despite investing in MX are unable to achieve the desired outcomes like customer retention and employee efficiency.

Build user experience competency and improve quality of solutions by adopting DesignOps practices and proven design practices. It relies on a continuous discovery process to understand the user, explore design direction and test solutions.

A great experience with high quality UX leads to greater effectiveness, productivity and retention.

Inconsistency across digital journeys leading to disappointing outcomes. This may be due to multiple factors like team structure, design skills and practices.

Create cross functional fusion teams who understand what their users are trying to do and are focused on creating the capabilities users need to accomplish their tasks.

Poor performance and application unreliability kills user experience.

Develop architectural guidelines based on proven architectural models and design patterns to support a composable experience strategy. These include Mesh App and Service Architecture, Micro Apps and Micro Frontends, Backends for Frontends.


Multi-experience focuses on reducing customer effort to boost adoption


Multi-experience (MX) application has the potential to catalyze an organization’s journey towards complete digital business transformation and user (Employee and Customer) satisfaction. The long-term significance of MX is the creation of a unified digital experience that is seamless, collaborative, consistent and encompassing.

As a CX Design and Innovation Partner, our focus is on achieving desired business outcomes that include gains in revenue, market share and better effectiveness particularly post COVID19-pandemic. Our services offer capabilities to create targeted solutions for customers that.







Shifting delivery models from Projects to achieving Business Outcomes




Business organizations choosing this shift understand that beyond products is the “experience” which is an aggregation of feelings, emotions and memories. Understanding and employing multi-experience is essential for the effectiveness of customer experience, employee experience aligned with Design and Business Objectives.


The goal is to remove user effort and friction through contextual use of digital technologies. Automation, personalization increases engagement and enriches user experience. Users are looking for personalized recommendations, increased relevance, and content that matters to them. Automation makes complex and repetitive tasks easy.


What is Multi-Experience?

Multi-Experience focuses on immersive experiences that use web, mobile apps, chatbots, AR, VR, wearables and sensing technologies (e.g. touch, voice, vision, gesture) across a variety of digital touchpoints in support of seamless and consistent digital user journeys.



It is important for every organization to understand that the shift to digital businesses reshapes what customers value, as well as their expectations and behaviors. It also influences what competitors can offer, the direction from which competitive threats can come, and the distribution of profits within the market.


What is required to gain momentum?


Combination of Business Stakeholders, IT, Digital Workplace Leaders and Application leaders need to




Identify three to five high value proof of concept projects (POC’s) using multi-experience design to create compelling and transformative experiences.


Address the requirements of enterprises employing personas, customer journey mapping + analytics leveraging a unified digital experience.


Establish a multidisciplinary core team including but not limited to IT, business leadership, HR, facilities management, UX, experience design and product.


Collaborate with marketing/branding to educate the UX team on the brand strategy and identity.


Understand that multi-experience is essential to the effectiveness of customer experience (CX) and employee experience (EX).



Puts focus on understanding how unified digital experiences impact the business and use evolving multi-experience technologies to create targeted solutions for customers or internal constituencies.

For example, start POCs for chatbots as organizations experience trouble scaling from initial concept to production. The focus should be to uncover the hindrances col-sm-6.

Assists to clearly identify and define contextual workflows of the user. For multi-experience apps, user workflows are the natural tasks users need to accomplish to achieve a desired outcome. Contextual workflows put substance around those tasks that includes the user’s device, required data, input/output modalities, time constraints and other factors.

For example, UX teams can ensure to accurately apply visual, behavioral and written guidelines across all relevant multi-experience touchpoints and modalities

When customer experience, employee experience, and multi experience strategies are executed in a harmonious and synchronous way, it helps deliver transformative and memorable experiences for customers, employees and all users of the digital products and services.

DesignOps enables digital design services to efficiently scale across an organization. As a result, high-quality digital experiences are created across a broader range of digital touchpoints for customers, employees and other stakeholders. Read to know how.

Ensures that UX teams accurately apply visual, behavioral and written guidelines across all multi-experience touchpoints and methods.


Helping clients achieve their Business Outcomes (for example growth, competitive advantage, increased revenue, new market share or performance improvement)



Adopt a pragmatic approach to apply MX design

For businesses trying to apply multi-experience to the digital user journey, Intelligaia recommends an MX Strategy Guidance including the use of customer information, understanding users’ needs, and utilizing predictive analytics to make informed recommendations and changes. Dominos is a perfect example of a company that has achieved this. With Domino’s Anyware™, users have the option to order a pizza from 10+ different sources.


Readiness Worksheet

How to start planning for Multi-Experience



Personalized, context centric and assists decision making

A harmonious multi-experience design requires both frontend and backend, architecture pattern and technologies design that work together for an enhanced experience. They align to the natural user workflows rather than compelling users to adjust their devices and workflows to fit an app implementation.


Recommendations/ways to achieve a seamless, personalized and ambient experience



Do user reserach, conduct interviews, create user personas, scenarios, customer journey maps, contextual workflows to determine the devices, interaction points and input/output modes that best suit the user needs.


Isolate a single experience and expand multi-experience capabilities based on device and modality requirements from user personas and business drivers. This will help to amplify existing applications or build a new one with additional multi-experience capabilities when the requirement is clear.

In a world where the line between product and service is becoming increasingly blurred, Service Blueprint is a great way of fully understanding the process related to a service.

Decouple multi-experience user interactions and client side components from backend multi-experience integration and services using mesh app and survive architecture (MASA) principles.


Leverage agile practices and an agile architecture allowing to easily add new designs and technologies supporting additional devices and modalities with minimum friction. Enables clear focus, minimizes dependencies, supports continuous delivery and simplifies testing.

Apply patterns that support dynamic integrations and communications like API mediation, back-end-for-front-end (BFF), micro-frontend.


Helps implement and connect the frontend and backend components of the app experiences. Micro frontends and micro apps allows development teams the ability to focus on the individual experiences as well as use optimal technologies and design. The important pattern is isolating the experiences on the device to avoid heavy dependencies and provide a clean, focused experience for the user. Depict seamless navigation between user experiences aligned with workflows, retaining context as users transition between different devices and interaction points.

Implement single sign on (SSO), Face ID, Touch ID logins, direct links and utilise consistent data


Assures a seamless transition for users as they move from one experience to another. SSO, Face ID and ‌Touch ID‌ authentication is beneficial because it's frictionless, simple, and secure. These are typically deployed for convenience and transparency. There are emerging standards like Web Authentication (based on the work of the FIDO Alliance) that leverage hardware capabilities to allow secure, privacy-preserving authentication to remote systems.


Successfully Connecting Multi-Experience, Customer Experience and Employee Experience

Not only must digital be a building block of CX, it must be a foundation for EX. This requires team effort where a customer centric culture exists across the organization. A customer-centric culture among employees helps streamline decision making due to singular focus on customers. Every customer going through a journey to accomplish a goal usually involves multiple departments and cannot be conducted in silo. So CX is increasingly determined by EX. Strengthening it with effortless UX and personalizing it for customers through MX leads to outstanding and enduring CX.

These four disciplines need to bind together cohesively delivering transformative and memorable experiences for all users of digital products and services including customers and employees.


Sample journey of a health insurance seeker with multi-device and multi-touchpoint experiences

Discover how important it is to have a consistent, seamless and engaging user experience across different devices


sample-journey-of-a health-insurance-seeker-with-multi-device-and-multi-touchpoint-experiences.webp


Sample journey of a health insurance seeker with multi-device and multi-touchpoint experiences

Discover how important it is to have a consistent, seamless and engaging user experience across different devices

sample-journey-of-a health-insurance-seeker-with-multi-device-and-multi-touchpoint-experiences2.webp


Take immediate steps to Future Readiness

Depending on the verticals, revisiting business strategy to support multi-experience development may be the key to future readiness and client loyalty. The challenge is to make it happen in a way that provides consistent user experiences and results in the experiences customers are looking for.

The idea is not to do everything at once. Having good design, usability and research practices helps in shaping the multi-experience strategy and development. If you have questions about how multi-experience design can accelerate your business, we can help.

A multiexperience approach ensures that all touchpoints of interaction with your business are consistent, and that customers can transition seamlessly between them. As one of the leading CX firms for multi-experience, Intelligaia helps to digitally transform companies by collaborating with them in validating and implementing their strategic vision and executing with real world results. MVP in a Week is Intelligaia’s proven method for ensuring that a CX strategy is effectively translated into superb execution.