• 7 ways to champion a human centred design culture

    Human Centred Design (HCD) has come a long way in the last decade with many forward-thinking organisations now asking for HCD teams on their projects. It’s increasingly seen as essential to unlocking innovation, driving superior customer experiences and reducing delivery risk.

  • Myer vs. David Jones: Do cyborgs win?

    As two of Australia’s stalwart brands in Myer and David Jones continue their respective journeys through troubled waters, it heralds yet another sign of the shifting business environment and shift towards an experience economy.

  • Is customer segmentation dead?

    Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

  • 5 common mistakes to avoid in scalable customer experience

    CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

  • Putting experience design and strategy in the spotlight

    ​A few years ago, there was lots of chatter about the elusive UX unicorn; a mythical person capable of delivering everything from research to design to development. It became an obsession for the industry, sparking debate about whether this was the metaphor for how unreasonable our expectations of designers had become, while some felt it was what all designers should be aspiring to.

Bloggers
  • Tracy Brown

    Tracy has 17 years of digital experience, working as a visual designer, creative director, UX, innovation consultant and service designer before compiling all of those skills into her role as an experience strategist. She has worked with a number of FTSE100 organisations, NGOs and startups across the UK, and also led ambitious research projects, such as designing a change to the Chinese medical referral system. This involved ethnographic research and designing a service prototype for AstraZeneca in Asia. Tracy joined DT at the beginning of 2014 and is now a strategic and UX advisor to multiple clients including Bupa, Coles, Macquarie, NAB, Hesta, Deakin, Beyond Bank, Kmart and ASB.

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State of the CMO 2019

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