Miguel Lunaparra is a Creative Director, Global Experience Design at Sony, where he is helping to devise the global organization’s future digital experiences—including e-commerce and direct-to-consumer businesses.
Miguel has over 15 years of experience guiding multi-disciplinary teams to deliver new experiences across devices and environments. With a background in user-centered design, information architecture, interaction design, industrial design, and experience research, Miguel’s passion lies in understanding human behavior to create value through design.
As a consultant, Miguel has worked with many Fortune 500 companies across the following industries: Consumer Electronics, Telecommunications, Financial Services, Automotive, Retail, CPG, Travel, Health Care, and Education.
Miguel holds a Master of Design degree from the Institute of Design in Chicago, where he studied the planning and management of design and innovation.
Download slides from Miguel’s talk [PDF]
Happenstance or Disciplined Thinking? The Story of How a Customer Journey Model Has Been Widely Adopted at Sony
As Design Leaders, we are “wired” to employ standard UX practices to guide our work. Sometimes, our tools and methods do not provide the intended value and silently recede into oblivion. Other times, however, they not only meet expectations, but also create ripple effects that far exceed our own expectations in fascinating ways.
In this short talk, we will share an anecdotal story about how a customer journey model (originally created to guide the strategy and design of a web-based navigation system) has evolved into a framework that has been widely adopted within the global organization to guide strategic discussions far beyond its original primary intent.
We will discuss the customer journey model’s inception and the events that led to its wide adoption. We will also share our perspective about its attributes that contributed to the adoption process.
Ultimately, we will explore ideas about how we can learn from real-life examples such as this one to replicate successes in the adoption of UX practices. This, in turn, will help our discipline to continue to evolve and take an increasingly important place in the business world.