Insights
What I see in projects, the questions they raise, and what I learn from them.
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User experience
Why the customer journey often gets lost between tools, and how to find it again
A customer rarely goes through a single touchpoint before buying. They visit the website, open an email, call customer service or return through social media. Each step leaves a trace in a different system. The problem is not a lack of information about the journey, but the fact that it is scattered across systems that do not communicate well enough.
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User experience
What digital marketing and business analysis have in common, from both sides of the equation
Marketing and business analysis are rarely considered together. One seems to belong to the world of creativity and customers, the other to processes and rigour. In practice, both disciplines address the same fundamental question from different angles: understanding a real need before proposing a solution.