“Experience design should not be solely brand focused; instead it should not be too branded focused. It is about designing delivery of customer needs, so naturally it should start with the customers. It should form the core of a go-to-market strategy of any brand. It is the experience first, then the messages.” – Idris Mootee

Read Idris’ article “Experience Design Is The Active Pursuit Of Customer-Inspired Products/Services, Not Just Company-Defined Products/Services” here.

1. Investing in the customer experience turns customers into advocates
2. Design is everyone’s job. It takes a commitment from everybody in the company.
3. Experience should not be sacrificed for growth–it should drive growth
4. Remarkable experiences leave a mark
5. User experience is everything, but is still undervalued and under-invested in