Five Best Practices for Becoming a Data-Driven Design Organization, Part 1

By Michelle Bacigalupi Published: February 22, 2016 “A customer experience (CX) design strategy comprises intentional design activities and processes that, when taken together, enable a team to deliver exceptional customer experiences.” A customer experience (CX) design strategy comprises intentional design activities and processes that, when taken together, enable a team to deliver exceptional customer experiences. When you create meaningful products or services, they offer unique value to customers and are distinguishable from those of competitors. I lead a Customer Experience Design team in the Digital Marketing and eCommerce group at the one of the world’s largest Web-conferencing companies. Over the last few years, my team has undertaken several complete overhauls of the Web site and designed the customer experience for a new content-management platform. Upper management dictated extremely aggressive deadlines, and we launched on schedule. One thing that initially seemed to surprise everyone in the company—except our team—was that our in-house CXD team was responsible for executing such ambitious research and design projects in their entirety rather than using agencies.

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