Case Breakfast at More Alliance

A poor customer experience is rarely just a design problem. Often, it is a sign that the offering itself has fallen out of step with what customers value.

At our case breakfast at More Alliance, we talked about the moment when incremental improvements are no longer enough. When NPS is consistently poor, polishing another touchpoint will not solve the underlying problem. Sometimes the honest response is to rethink, design and build something fundamentally new.

That starts with understanding the gap between what a company offers and what customers are actually trying to achieve. The work is not simply to make an existing journey smoother. It is to decide what should exist, why it matters and how it should work across discovery, purchase, use and service.

So what makes a digital customer experience genuinely great?

It feels coherent from the customer's point of view. It removes uncertainty, makes the next step clear and delivers on the promise that brought the customer there in the first place. The experience should connect commercial intent with a real human need.

Designing customer-centred means involving customers before the solution is fixed. It means observing behaviour, testing assumptions and allowing what we learn to change the offering. Customer focus is not a workshop at the beginning of a project. It is a way of making decisions throughout it.