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Understanding the customer experience is the groundwork of a service design effort. However, its complex and holistic nature makes it difficult to capture. Whenever a customer interacts with a company he has an experience, and every aspect of what surrounds him contributes to that experience. This includes people, technology and interfaces encountered throughout the customer journey, since a customer first thinks about buying the service, to when he needs the support services. This way, to achieve a rich, comprehensive, and integrated view of the service experienced by the customer, a multidisciplinary approach is in order. An approach where technology infusion can be properly addressed.

Therefore, this research integrates service design approaches with interaction design, namely Service System Design (Patrício et al. 2009) and Human Activity Modeling (Constantine 2009), to achieve a comprehensive knowledge about the customer experience. We not only mapped the customer activities, and determined their experience requirements, but addressed the contextual aspects of the service usage. This includes studying how interfaces and artifacts influence the overall service experience.