Summary
In this session, you will learn about Verizon’s model for transforming and scaling our CX operations and design practices, and how establishing a set of Experience Principles has played a critical role in elevating and democratizing CX across the organization.
Key Insights
-
•
CX focuses on the holistic customer relationship, while UX is about specific interactions.
-
•
Organizational structure affects the impact and maturity of design practices.
-
•
Different levels of design maturity influence decision-making across departments.
-
•
Design capabilities should be defined to manage projects more effectively.
-
•
Experience principles guide how experiences should feel and behave, not just how they look.
-
•
Using common language for principles enhances understanding and adoption across teams.
-
•
Leadership support is crucial for the successful implementation of design principles.
-
•
Customer feedback can help measure adherence to experience principles.
-
•
Principles should be broad yet specific enough to allow for actionable insights.
-
•
Creating experience KPIs can help position design impact alongside business objectives.
Notable Quotes
"Experience principles articulate how our experiences feel and behave."
"The power of defining common language across teams cannot be understated."
"It's not about reinventing the wheel, but about making intentional decisions."
"Creating a shared sense of ownership among teams is essential to adoption."
"We need to equip teams with the tools to make customer-centric decisions."
"The most effective principles are the ones that resonate with our company culture."
"Our CMO's involvement elevated the visibility of our experience principles."
"Every employee is accountable for making responsible decisions in customer interactions."
"We're in a unique position to think about design capabilities right now."
"This process is a work in progress that requires ongoing evaluation."
More Videos
"It's vital to remind people in power that those they perceive as powerless often hold significant insight and influence."
Jennifer Strickland Lesley-Ann NoelFireside Chat: How Design Addresses a World on Fire
March 18, 2022
"Include all stakeholders in your design system council for comprehensive insights."
Jaime CreixemsBest Practices when Creating and Maintaining a Design System
June 7, 2023
"Being trauma-informed is a commitment to not repeat those experiences and moving towards healing."
Uday Gajendar Rachael Dietkus, LCSW Dr. Dawn Emerick Dawn E. Shedrick, LCSWLeading through the long tail of trauma
July 13, 2022
"Running an experiment might seem daunting at first, but it's about identifying your hypothesis and setting your variables."
Katie HansenExperimental research: techniques for deep, psychology-driven insights
March 12, 2025
"I'm really jazzed off of the talk that Lisa just gave."
Dave MaloufTheme 3: Introduction and Provocation
January 8, 2024
"The only way to know how a system will work is when people use it for real."
Jeff SussnaWhat DesignOps Can Learn From DevOps
November 6, 2017
"The practice of design doesn't neatly break up into compartmental units like code does."
Dave MaloufClosing Keynote: Amplify. Not Optimize.
October 24, 2019
"The typology is less about theorizing the perfect model of participation and more about mapping existing forms."
Sarah FathallahA Typology of Participation in Participatory Research
March 28, 2023
"The stereotypes we hold about certain groups guide our research process"
Alba VillamilStereotyped by Design: Pitfalls in Cross-Cultural User Research
March 30, 2020
