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Nicola Smith

Nicola is a customer experience strategist focused on understanding customer wants and needs across channels and touch-points to create consistent, personalized, user-friendly experiences. She is responsible for leading experience design strategy and research to inform and guide UX and design decisions, and define product capabilities and prioritization.

Blogs from this Author

Experience design counts.

Why Good User Experience Design is More Important Than Your Technology

In the world of digital product design and development, user experience (UX) is becoming increasingly important. While technology is an important aspect of any digital product, it is ultimately the user experience that determines whether a product is successful or not. In 2023, we can expect to see UX take center stage in the design […]

Evolving Customer Expectations in the Era of Digital Disruption

The world, technology, and customer expectations (CX) are rapidly evolving in an era when even non-digital natives, such as Gen X, Boomers, and The Greatest Generation, are increasingly comfortable with a myriad of “futuristic technologies” like video calls and telemedicine solutions, smart devices at home and work, mixed reality experiences, and voice user interface (UI) to name just a few.   […]