Customer Experience Design

Customer experience design should start with the customer and what they are trying to achieve. When the experience is placed within the context of game, a more powerful set of questions is asked and outcomes achieved.

Create an Experience that helps you and your customers compete

Operational efficiency and economics are table stakes for financial services. From there winning is about world class customer experiences that help customers win with their money and build strong financial habits.

Moroku’s customer experience design methodology, On Ramp, locates the customer win via a set of player missions embued with fun and social into the very essence of the customer value proposition, and unlocking a never ending road map of innovations with which to compete for and win the customer.

Steve Jobs understood how simplicity trumps complexity but suggested that it doesn’t make “simple” easy. Even though simplicity might seem easy, it actually takes a lot of careful thinking and focus to get there. Simplifying the user experience requires a deep understanding of the challenges the user faces and the options available to motivate them toward the changes you want.

On Ramp builds with a number of attribute to get the experience simple and powerful.


Over 12 weeks we will work together to define the customer journey across their Odyssey. The process combines business strategy, journey design, innovation, behavioral science and design thinking.

Customer experiences are designed that have game as their essence to take customers on a journey of mastery and keep them engaged .

The process is led by Moroku and involves both technology, product and business members of our client. 

The deliverables are a player tested prototype and inputs for  piloting and then onto production.

What You Get

You will learn a lot about how people think, such as their cognitive biases and how to design customer journeys to overcome them


Customer experience is the best starting point for a digital transformation because it places the emphasis on creating a happy customer. 

Designers use role playing and physical prototypes to see what the experience feels like for the customers and to rapidly test new ideas. These future customer experiences create a “North Star” to guide the organization on its goals-based journey.

Use Odyssey On Ramp to build an idea, via a proven step by step process, that has value and purpose, is differentiated, credible and compelling, and which becomes a creative platform for staff to rally behind and for society to embrace. 

Leveraging powerful design frameworks

Moroku leverages numerous design frameworks, originating in Human Centred Design and Game. Within these, Jobs To Be Done, provides the beginning for placing the custmer at the centre and focussing on what they need to get done

The Jobs to be done (JTBD) framework is a way of understanding the needs and motivations of customers when they buy or use a product or service. The framework assumes that customers are not interested in the product itself, but in the outcome or benefit that it provides. By focusing on the “job” that customers want to accomplish, rather than the features or attributes of the product, the framework helps product managers and innovators to create solutions that are more aligned with the customer’s true desires

The JTBD framework is powerful because it reveals the underlying reasons why customers choose one product over another, and what makes them switch or stay loyal. By identifying the functional, emotional, and social aspects of the customer’s job, the framework can help product teams to design products that deliver better value and satisfaction. The framework also helps product teams to discover new and emerging jobs that customers may have, and to create products that address them before the competition does. The JTBD framework can help product teams to achieve more predictable and profitable growth by creating products that customers love and need. Download the JTBD Canvas template for free.

We Use Jobs To Be Done to focus on customers not features

Show customers something new and relevant.

Be Bold

Achieve transformative change.

This is a staging environment