Sometimes experience design has to look at the whole customer journey from pre-purchase through to end-of-life and recycling. And if your brand has many different products and product categorise, then you also need to consider the fact that a single person may be having user experiences of your brand across many different products (and expecting consistency and coherence).
When looking at customer experience one has to consider elements of the experience that precede usage, such as the experience of packaging. Or one might need to consider ‘maintenance’ (or ‘service’) tasks that occur many months later – for example, reprogramming your Harmony remote after changing your TV to a new model after 18 months of perfect experience using it.
