A roadmap for organizational transformation

By avoiding boxing people in by demographics and assumptions through more intentional practices and cross-organization customer modelling considerate of the full diversity of our market, we can more deeply understand customer intent, journeys, and behavioural patterns that influence when and how people use our product and service.

While this approach will shift our product and service teams away from familiar design and marketing processes by evolving how we engage with archetypes and personas, this shift offers a significant opportunity to reshape our organization as an operational and customer experience leader.