The scope hierarchy from macro to micro: Customer Experience (CX) → User Experience (UX) → Micro-UX (scenarios/goals, tasks/steps). Defines where to focus research inquiry.
Definition: The scope hierarchy from macro to micro: Customer Experience (CX) → User Experience (UX) → Micro-UX (scenarios/goals, tasks/steps). Defines where to focus research inquiry.
The Layers of Experience define the scope of your research—from the broadest business context to the most granular interaction detail. Think of a person's interaction with a company as a series of stacking layers, each defining a different level of focus.
Customer Experience (CX) is the outermost, macro-level layer. It encompasses every single touchpoint a customer has with your company: marketing, sales, customer support, physical stores, and the product itself. A problem at this layer spans multiple touchpoints.
User Experience (UX) is a subset of CX—the meso-level layer. It refers specifically to a person's perceptions and responses from using a product, system, or service. A problem at the UX level is contained within the product itself.
Micro-UX is the most granular level, breaking down further into:
Understanding these layers determines what conclusions you can draw. Research on a specific task cannot make claims about the entire customer experience. Defining scope upfront allows you to communicate the boundaries of your research with clarity—and prevents stakeholders from over-generalizing findings.
Some issues, like accessibility, cut across all layers. If users cannot access the product, it impacts their experience at every level.
The outermost layer of experience, encompassing every touchpoint a customer has with a company—from marketing and sales to product use and support. Broader than UX, which focuses on product interaction.
Per ISO 9241-210: a person's perceptions and responses resulting from the use and/or anticipated use of a product, system, or service—including emotions, beliefs, preferences, and behaviors before, during, and after use.
The experience quality of individual interface moments—a button click, an error message, a loading state. Small interactions that collectively shape the overall user experience.
This term is referenced in the following articles:
Research disciplines, methods, and principles form a unified system. Understanding this framework is what separates scattered activities from strategic research practice.
Market research, UX research, CX research, product research, are these different things? At their core, they are all related methods for gathering data to reduce uncertainty. The key is understanding what each is best suited for.
Good research is not a series of disconnected activities, it is a cohesive process that transforms business questions into actionable insights. This is the map for that journey.
Before you begin any study, you must define its scope. This involves identifying the Layer of Experience you will focus on, from broad customer journey down to individual task steps.