CUSTOMER JOURNEY MAPS FOR PHYSICAL EXPERIENCE DESIGN: CONCEPTUAL DESIGN CASE OF A GAS STATION

In the era of experience, spatial design is no more the design of the form or function of the building, but rather is the design of user experience (UX) in the physical space. Welcoming innovation in the design processes, designers have integrated multidisciplinary UX research to create human-centric spaces. This article explores how architects and interior designers as members of Physical Experience Design (PXD) teams welcome and integrate alternative UX research methods from other disciplines into their workflows. In the case study, the adoption of the customer experience (CX) approach, which is a cornerstone of the marketing discipline, during conceptual design development of gas stations of a reputable fuel company in Turkey, is described with real-life data. The findings reveal the potential of customer journey maps for creating better servicescapes that make companies more competitive. Multidisciplinary perspectives and methodologies are opening the frontiers for innovation in design processes in all fields that value the users and their experiences. UX in human-computer interaction, CX in marketing and PXD in spatial design can all be used jointly to improve the user experience in the digital, social and physical realms.