About this Session
How to design journeys that customers genuinely want, and that machine customers can assess with confidence.
Products are built at record speed and yet customers still hesitate, churn, or never adopt. A new layer is now shaping those outcomes. Over the next few years, more customers will delegate choices to machine customers that are starting to search, compare, and decide on behalf of humans. These types of customers will not browse like humans, but they will score, compare, and decide at machine speed.
When you design from internal assumptions, you risk building the wrong thing faster. Humans feel it, and machines flag it. The goal is to create user and customer experiences that are readable for both people and machines, and still feel human.
In this keynote, Ilenia Vidili shows how to design journeys that customers genuinely want, and that machine customers can assess with confidence. You will learn how to shift from internal assumptions to real customer needs. You will also learn how to make value clearer, trust stronger, and effort lower across the experience.
