Customer Experience Design module (BU51017)

You will learn key concepts and skills for designing customer experience.

On this page


Module code


What you will learn

In this module you will:

  • examine examples of creating outstanding customer experiences and explore the processes, activities and tasks involved in their design
  • understand the impact of sensory elements on customer experience
  • learn effect management techniques in service provision and event consumption sites
  • explore the interactions between customers and service providers in operational contexts, including tourist destinations, healthcare sector, and retail settings

By the end of this module, you will be able to:

  • identify the key elements that make customer experiences memorable
  • have a deeper understanding of how to build meaningful interactions and foster customer loyalty
  • gain knowledge and skills in experiential marketing and service design
  • analyse service offerings while considering the importance of achieving sustainable development goals
  • create exceptional experiences that leave a lasting impression

Assignments / assessment

Individual Assignment (70%)

  • Given in week 1
  • Due in week 8
  • 30 hours of effort expected

Group Project (30%)

  • Given in week 1
  • Due in week 12
  • 20 hours of effort expected

This module does not have a final exam.

Teaching methods / timetable

This module offers a blended learning approach that focuses on active engagement. As a participant, you will have the opportunity to interact with the module in various ways, including interactive online sessions, on-campus tutorials, assigned readings, mini-lecture videos, and collaborative group work.

We aim to create an engaging learning experience that caters to different learning styles and preferences. Multimedia learning resources associated with weekly content are provided.

Sessions include:

  • 15-25 minute pre-recorded mini-lecture weekly
  • two-hour synchronous online lecture weekly
  • one-hour tutorial session every two weeks

You will also be expected to:

  • work on individual assignments and/or group project
  • complete weekly reading assignments
    • one chapter from the essential textbook (one to two hours of effort expected)
    • one or more journal articles (two to three hours of effort expected)
Week Topic
2 Introduction to Customer Experience Design
3 Sustainability and Experience
4 Customer Experience Theories
5 Understanding Customer Experience
6 Customer Experience Design Reading Week
7 Service Design and Design Thinking Approach
8 Service Experience Co-Creation
9 Event, Tourism, and Hospitality Experience
10 Conclusion and Revision


This module is available on following courses: