Applying Design Thinking to Improve Customer Experience in Digital Services

Abstract

In the context of accelerating digital transformation, companies increasingly compete not only on price or technology, but on the quality of the experience they deliver to users. Understanding how to systematically design digital services around real human needs has become a critical managerial challenge, particularly for organizations in emerging markets. This article analyzes the applicability of the Design Thinking methodology as a framework for improving customer experience in digital services and identifies practices transferable to companies in the Republic of Moldova. A qualitative research methodology was employed, based on multiple comparative case studies, using secondary sources such as official reports, regulatory data, and academic literature. Results indicate that organizations embedding user-centered processes into decision-making report higher customer satisfaction and stronger digital adoption. Furthermore, the study finds that the maturity of Design Thinking depends less on financial resources and more on the organization's ability to collect, interpret, and act on user observations. Competitive advantage emerges where solutions are tested and validated through real usage rather than assumptions. The findings offer strategic directions, including continuous user research, simplification of processes, and treating digitalization as an ongoing adaptive capability. CZU: 005.591.6:658.89:004; JEL: O32, M31, L86