HOW I THINK
HOW I THINK
A few principles that shape my approach to customer experience
01
Start with the customer mission
Start with the customer mission
Before designing anything, I want to understand what the customer is trying to get done. Everything else follows from that.
Before designing anything, I want to understand what the customer is trying to get done. Everything else follows from that.
02
Design for the whole journey
Design for the whole journey
Customers don’t experience departments. They experience the gaps between them. I design end to end, because that’s where the friction usually hides.
Customers don’t experience departments. They experience the gaps between them. I design end to end, because that’s where the friction usually hides.
03
Treat every channel as one relationship
Treat every channel as one relationship
People move between an app, WhatsApp and a store without thinking about channels, and they expect us to remember them at every step. I design channels as one connected experience, not as separate teams competing for the same customer.
People move between an app, WhatsApp and a store without thinking about channels, and they expect us to remember them at every step. I design channels as one connected experience, not as separate teams competing for the same customer.
04
Connect experience to commercial outcomes
Connect experience to commercial outcomes
Good experience should show up in the numbers. I tie every piece of work to a measure the business cares about, whether that’s effort, engagement, retention or revenue.
Good experience should show up in the numbers. I tie every piece of work to a measure the business cares about, whether that’s effort, engagement, retention or revenue.
05
Make strategy executable
Make strategy executable
A strategy that stays in a slide deck hasn’t done its job. I build the operating models, frameworks and playbooks that let teams act on it.
A strategy that stays in a slide deck hasn’t done its job. I build the operating models, frameworks and playbooks that let teams act on it.
