Despite years of digitization, organizations capture less than one-third of the value expected from digital investments, according to McKinsey research. That’s because most big companies begin with technological capabilities and bolt applications onto them, rather than starting with customer needs and working backward to technology solutions. Not prioritizing the customer can create fragmented solutions; disjointed…
When teams understand the path users take and how that path feels, they can design sites that do more than function. They create experiences that feel clear, natural and trustworthy.