Experience DesignExperience Design

Experience design is about creating opportunities.

Experience Design

Bringing a service or product to market starts with an understanding of human experience—the customer experience. What gets their attention? What motivates continuous engagement? What inspires loyalty? Success lies in creating desirable, useful—and sustainable—experiences.


Before solving problems, companies must first identify what problems exist, and then synthesize data to uncover insights into why they exist. Research uncovers root causes and identifies areas of opportunity to ensure businesses produce value for users. Outputs take the form of insight reports and strategic recommendations. SoftServe distinguishes two areas of research: user research and experience assessments.

Benefits of our methodological approach (Engagement models include):

  • Discover new opportunities and validate assumptions
  • Reduce the risk of creating undesirable solutions
  • Articulate business goals that may affect features and product deployment strategies
  • Understand and document user needs


Design strategy produces a vision of a solution to be validated with actual potential users to prove market viability, answering: what problem is the product solving, what are the business goals, and why is the solution needed? By approaching opportunities with a design-first mindset, companies can accelerate delivery of innovative solutions to differentiate in-market. SoftServe’s design strategy includes design vision, experience planning, and extended reality (XR) strategy.

Benefits of our methodological approach (Engagement models include):

  • Find the right problems to solve to reduce risk, and focus your efforts on getting innovation done
  • Reduce downstream design efforts and development costs with a well-defined design strategy
  • Focus on what really matters to customers

Service Marketing Design

Service design increases value and reveals opportunities to optimize experiences across multiple touchpoints through a holistic understanding of complex systems and processes behind the enterprise. Service design enhances the entire experience value chain and ultimately leads to product design. At SoftServe, we reimagine interactions between the business, employees, and customers to create the level of engagement and satisfaction that leads to differentiation.

Benefits of our methodological approach (Engagement models include):

  • Transform complex ecosystems and concepts into services that deliver business value
  • Identify opportunities to optimize existing technologies and processes
  • Ensure cohesion and consistency across multiple channels and touchpoints

Production Design

Product design focuses on crafting solutions that are desirable, meaningful, and technically viable. Our design team takes ownership of how products should function, what form they should take, and what value they should bring. We leverage design thinking and a human-centered mindset throughout the design process—always putting the user first—but also considering the business perspective and ensuring that business value is delivered.

Benefits of our methodological approach (Engagement models include):

  • Create end-to-end experiences that are functional, relevant, and useful to customers, while being sustainable and competitive for the business
  • Deploy scalable, flexible, well-documented design systems that provide consistent brand and product experiences across all touchpoints
  • Reduce the friction between design, product, and engineering with proven DesignOps methodologies

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