Why are we building?

My favorite thing about CX is that the full picture is taken into context. Each channel has a unique role and looking at all of them holistically allows for an understanding of the entire customer journey. In this broad view, channel- specific initiatives are strategically building toward the greater customer/brand relationship. This anchors individual projects to a larger goal and grounds decisions in the brands mission.

In understanding how the business benefits as well as what each touchpoint is capable of, we can define why a solution is the right fit and set realistic expectations that support the brands overall focus.

who are we designing for?

Understanding current and potentially new audiences allows for an empathetic approach grounded in understanding who the design will benefit.

Layering user research with marketing metrics and web or product-based analytics allows for a data-driven understanding of the intricacies found within each segment as well as similarities across the broader audience.

Rooted in this knowledge, decisions can be based in human centered design with goals and testing methods aligned to an authentic representation of the brand.

what are we solving?

Defining how the design will benefit begins with curiosity and experimentation. Understanding the requirements of the interaction can lead to ideation and discovery within emerging technologies as well as established platforms.

Pairing technology and marketing synergistically allows for solutions that cross the boundaries of each and push the limits of what is expected.

At times micro- interactions layer together to produce a seamless exchange, others call for isolated channels to take priority. All contributing to the relationship between user and product, customer and brand, need and solution.