Individualization at scale sounds sweet on a pitch deck. Then Black Friday hits, your push tool misses a segment, and a loyal customer named Ana gets a promo for a product she just bought. She replies with a screenshot and a skull emoji. Classic. The stack did what it was…
Category: Experience Strategy
Strategic approaches to digital experience. Customer journey mapping, experience design principles, and creating experiences that matter to your visitors.
From testing to learning cultures
From testing to learning cultures: perspective, decisions, and practical tradeoffs. Story led opening Last month a growth team I know ran a clean split test on the sign up flow. New copy, fewer fields, one shiny progress bar. The numbers came in flat. A small lift in click through, a…
Personalization foundations for large sites
The night before a big promo, a retail team flips on a new set of audience rules. The goal is simple. Show repeat buyers a fast path to checkout. Nudge new visitors with social proof. Traffic surges. Pages start to feel sticky. One region loads a full hero video. Another…
When rules beat ai in personalization
Creation date: 2023-06-24T02:31:56 Story led opening The team met to ship a new product sorter for the homepage. The deck said AI would pick the best item for each visitor. The demo was slick. A week in, conversion went down for new visitors and support got flooded by people who…
Opti channel done right
Two weeks before peak season, a retail team I was helping had one job. Stop the slide in repeat purchases and push gift bundles without spamming people. We had email, SMS, push, WhatsApp, paid social, search, site banners, and a small direct mail budget. On a rainy Thursday, the CRM…
Self service is great except when it is not
Self service sounds like magic. Click a button, spin up a dashboard, ship a landing page, connect a data source, no ticket queue needed. It is the promise behind a lot of the tools we use right now. From no code builders to product analytics to data warehouses that bill…
How to avoid over personalizing
How to avoid over personalizing: perspective, decisions, and practical tradeoffs. Last week a friend sent me a screenshot of an abandoned cart ad. It said Hello mate we saved your exact cart with the blue hoodie in size M. Two minutes later he got a push that said the same…
Monoliths and composable finding the right split
Monoliths and composable sit on my mind tonight because a client pinged me at 2 AM. Their checkout froze during a promotion and the hotfix was stuck waiting for a full deploy of a single giant app. The team stared at the progress bar the way you stare at a…
Designing for channel and journey continuity
Lina spots a sponsored post on Instagram at midnight. Limited-run sneakers. She taps. The mobile site loads, adds her size, and she is halfway through checkout when the baby monitor lights up. Thirty minutes later she is back, opens her laptop, and your site greets her like a stranger. Empty…
Experience driven commerce that converts
People do not remember catalogs. They remember how your store made them feel. Your storefront is a feeling made clickable. That feeling decides if they buy or bounce. Experience driven commerce is not a slogan. It is the daily choice to design every step so it feels fast, clear, and…