Utilising the CXD framework with an already developed design language system and defined customer personas.

Secret States is an exciting health business aimed art providing a range of products and support for water fasting. This design iteration is supporting the release a new product category of Premium Water Fasting Tonics.


The goal of this iteration was to create the sign up and onboarding process for retail shop owners to become wholesale customers and make their first bulk order.


Becoming an early adopter of a new product category takes a certain mix of intuition and willingness to take risk.

Even after the initial “yes” moment the process to actually engaging in a sale needs to be fast and seamless experience.


  • New and unknown product category
  • Low existing market penetration
  • Limitations of tech stack
  • Email – sign up – first purchase breakthrough.
  • Development of Business Process to support onboarding.


A Customer pathway was created to works across personal contact , web forms and email touchpoints .

Automation, Business Process and Brand Guidelines were developed to support this pathway , but personal connection is the critical touchpoint in early adoption.



Customer Touchpoints

Customer Touchpoints are mapped across the customer journey. This is first done with paper notes for quick brainstorming.

These notes are then translated into a custom notion CXD framework, for extra details, prioritisation and project management.


Customer Pathways

Custom pathways are mapped alongside informational architecture models, to match user flows, business processes and tech stack.

Figma Jam workspaces are embedded in notion project pages to collate processes and for easy collaboration with with key stakeholders.



Live prototypes are made to test the user flows. This allows quick iterations without concern for high fidelity design.


Refine workflows + interface

Workflows were updated with business protocols.

Supported by a refined design language system with “brand themes” are applied to specific customer touchpoints.


Customer Testing

Initial customer testing was successful as proof of work.

  • Screen showing Legal Contract became a significant drop off in the customer pathway
  • Automation of processes creates easy adoption.


Iteration and Update

Customer Interviews were conducted about blockages to make first step order.

Prime factor was overload of decision making.

Solution was to make the sales agreement a checkbox and automate the first order as part of the onboarding process.

This led to a 300% increase in sign up.

Outcomes + Discovery

This customer pathway iteration reveals the importance of a complete Customer Experiance / Customer Touchpoint ( CX/CT ) process to see beyond the standard User Experience / User Interface ( UX/UI ) approach.

The natural logic of User Experiance Design is based on the focus on the “user” of a device to create interactive elements of the user interface. This creates a tunnel vision of screen only experience that does not capture a the whole customer pathway.

An overview effect is required to see the whole customer journey. The CXD approach gives the design team a way to collaborate with the Key Stakeholders on the whole Customer Pathway and drill down into the customer touchpoint.

The key learning is the necessity for targeting pathways for “green mind” decision making in new accounts adoption. Sometimes the UI interface cannot solve this and a personally assisted icebreaker is needed in the customer pathway to engage customers hesitant of early adoption.

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