TUSI services | Experience
Customer experience (CX) strategy and design
Brand experience design aligns what the brand promises with what customers actually experience at every touchpoint, from spaces and service to the website and app. TUSI has designed the brand experience and touchpoints for S&H Hypermarkets, SANA and Faragir Salamat.
Customers experience a brand. They don’t read it.
At TUSI, experience design means aligning what the brand promises with what customers really experience: in the branch, on the website and app, on the phone and in the way employees behave.
The work starts with research into customer needs and behavior and ends in touchpoints that create value for customers while keeping the brand’s personality alive.
The customer journey
See the brand through the customer’s eyes, from first contact to loyalty.
Moments that matter
Find the points that make or break the experience.
A shared language
Bring teams together around one experience.
What we do
Customer research and insight
Interviews, observation and data analysis to understand customer needs, behavior and feelings.
Customer personas
A clear picture of the main customer groups and what each one expects.
Customer journey map
The stages, touchpoints, critical moments and pain points along the customer’s path.
Brand experience principles
Rules that translate the brand’s personality into behavior, language and design at every touchpoint.
Digital touchpoint design
The user experience of websites, apps and corporate portals, built on user needs.
Employee experience and culture
Codes of conduct and internal programs that bring the brand to life in how employees act.
“The message an audience doesn’t believe was built to persuade them is the most persuasive of all.”
When you need this
A gap between promise and reality
The advertising says one thing and the customer experiences another.
Growing digital channels
Services are moving to the website, apps and online channels and need to work seamlessly with in-person channels.
Customer churn or dissatisfaction
Customers are leaving and the organization doesn’t know exactly where in their journey it let them down.
Complex services
Customers get lost among options and steps.
Employee experience
Employees, the brand’s most important touchpoint, don’t know or share the brand’s values.
How we work
Discover
Research with customers and employees and an audit of current touchpoints.
Define
Map the customer journey and prioritize the moments with the greatest impact.
Design
Generate ideas and design new touchpoints, from spaces and service to digital interfaces.
Test and implement
Test with users, refine, and support the organization’s teams through implementation.
Selected work
S&H Hypermarkets website and app
CRM requirements, an RFP and online sales design to build new channels to customers.
Faragir Salamat (Gol-e-Gohar)
Brand and identity for the organization that manages Fatemeh Zahra specialist hospital, with codes of conduct for its culture.
NAAK
Website design and storytelling through industrial photography for a managed telecom services company.
Frequently asked questions
What is customer experience (CX)?
Customer experience is the overall impression a customer forms from every encounter with an organization, from search and purchase to support. Managing it means designing that path deliberately rather than reacting to complaints.
How is brand experience different from customer experience?
Customer experience is the sum of a customer’s interactions with an organization. Brand experience makes sure those interactions carry the brand’s personality and promise. TUSI designs both together.
What is a customer journey map for?
A journey map shows what customers do at each stage, how they feel and where they are let down. It helps the organization focus investment on the moments with the greatest impact.
Does TUSI design websites and apps too?
TUSI designs the user experience, content structure and interface and, where needed, advises the organization on technical requirements and the RFP for development contractors.
How do we measure the impact of experience design?
Before we start, we agree on measures such as satisfaction, churn, conversion or time to complete a task, so the effect of changes can be measured.
What role do employees play in brand experience?
Employees are the brand’s most important touchpoint. Without them, even the best designs don’t happen in practice, which is why employee experience is part of the project.
How are fees for experience design set?
Fees are set after the discovery meeting and confirmed in the proposal. They depend on the number of customer groups and journeys studied, the research methods, the number of physical and digital touchpoints to design, and whether user testing is needed.
Why TUSI for experience design?
Three reasons. One team connects customer experience with brand strategy and identity. Experience designing physical and digital touchpoints for S&H Hypermarkets, SANA and Faragir Salamat. And the ability to advise on technical requirements and the RFP for development contractors.
Related services
What do your customers experience of your brand today?
In an introductory meeting, we review your organization’s brand together and map out a recommended path.
