"Most companies approach innovation like this: Automate a few flows Add chat to support Use LLMs to summarize data Call it AI-first But this doesn't lead to reinvention. It leads to patchwork systems - where complexity increases, but experience doesn't improve or generates business value. The same goes for other trends: Pushing personalization without redefining service logic Using sensors or wearables without a behavioral model Chasing Gen Z with the same CX structure as boomers"
"Design is often mistaken for cosmetic polish - the "nice to have" layer that comes after the real work is done. But in reality, design strategy is what defines how a business will deliver value in the first place. It connects customer behavior, business objectives, and technology capabilities into a coherent path to ROI. When companies implement new technologies first - and only later try to 'apply design' to make them usable or visually appealing - they miss the point."
Many companies treat innovation as a series of tactical add-ons—automating flows, adding chat, or using LLMs—resulting in patchwork systems that increase complexity without improving experience or business value. Similar failures occur when personalization, sensors, or targeting new demographics are implemented without redefining service logic or behavioral models. Design strategy should determine how technology appears and operates, connecting customer behavior, business objectives, and technical capabilities into a coherent path to ROI. Implementing technology first and applying design later creates usable but superficial outcomes; design must shape value from the start. Agentic systems require reimagined interactions and deliberate trust-building strategies for both customers and operators.
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