Design disciplines Let's start from the beginning, the goal of design is great customer experience and Human-centred design (HCD) is at the heart of everything designers do. Why-why-why then do we need different design disciplines? My answer is to explain the focus of the design efforts. 🔹 Customer experience (CX) This is an overarching term. As a customer experience designer, you look after all possible interaction customers might have with business offerings offline and online. It includes calls to sales, pricing, websites, apps to marketing emails. This job is heavily strategic and closer to the business. 🔹 Product design (PD) Well-versed and similar to CX with a big difference: product designers focused on a digital product and experience around it. They have skills beyond UI&UX. PDs are fluent in product development methodologies. They solve both users’ and business problems to ensure not only fantastic UI, seamless UX, but also high business metrics and effective roadmap targets. 🔹 UX design Created by Don Norman, this term originally meant ANY offline & online experiences user has with a company. Nowadays, UX designers associated with design of digital website and apps (will be product designer if work on a product). They research user groups and their goals, pains, needs and jobs to be done. Based on this they tailor UX logic to support various user’s workflows. 🔹 UI design UI masters are artists who create a masterpiece from pixels, colours, typography, white space and spice it up with interaction magic. Their focus is on aesthetic — look and feel of any digital interface. Their goal is delighting and wowing users. 🔹 Service design (SD) "A service is something that I use but do not own"… Service designer, therefore, orchestrates dozen of touchpoints (web, app, physical spaces, communications, etc.) to provide these services. It is different from CX and PD by the nature of problems they solve: improving not only customer experiences but also business processes and balancing customers and business needs within the whole ecosystem.