Written by We are pleased to announce the publication of our latest research report, Architecting a Journey Management Practice: How Leading Organizations Transformed Design Operations to Maximize Business Value. This report spotlights the innovative work done by two Netherlands-based organizations to upgrade customers’ service experiences and deliver better business outcomes. About The Report Over the past few […]
Summary: Product-centric design does not leverage design’s potential for creating long-term business value and profitability. Journey-centric design can optimize customer experiences. After collecting four case studies and speaking to leaders at 20 organizations, I’ve documented the next frontier of experience design — journey-centric design. This new method of structuring design work solves many of the […]