Lindan Johnson

Organizations that are true market leaders don’t look at their competitors to stay ahead. Instead, they look deeply at their customers and users. That’s how they consistently deliver the best-designed products and services.

Then we ask the question, “What would make for a delightful experience across the entire journey?” The answer provides us with an experience vision that increases the competitiveness of our product or service.

We don’t want their users just to tell us why they chose a competitor. We also want them to show us. Directly observing users always yields the best insights for our experience vision.