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Strategy

Without a plan, everything comes down to luck. Leave the direction of your company and your product to more than chance. Our collection of Strategy blogs covers a wide range of high-level strategic thinking and ideas from product strategies and roadmaps to customer and user experience strategies.

Temporary Tourism: What FIFA Toronto Teaches Us About Service Design

By Lotte van Gelderen

06.11.2026

FIFA is a world-renowned event. When Toronto and its citizens heard they were going to be one of the host cities, the reaction was almost...

General

Experience Thinking and AI Strategy: Designing Beyond Technology

By Tedde van Gelderen

03.09.2026

AI is a popular topic right now. There are many talks, many tools, and many opinions about where it is going and what it means. I am adding to...

Research First, AI Second: Virtual Users Done Right

By Leo Poll

02.02.2026

Most AI persona tools are built on assumptions. Ours isn't, and that distinction matters more than you might think. The market is flooded with...

Maturity in Experience Architectures: When Strategy Meets the Real World

By Tedde van Gelderen

01.28.2026

Recently I was sitting with a product director who showed me their new strategic business vision deck - solid slides about “customer-centricity”...

General

It’s Time to Move to Experience First

By Tedde van Gelderen

11.25.2025

We've been through a bunch of “firsts” in our industry. Each one promising to be the answer we've been looking for. And honestly, each one has...

Innovation

How to Create a Reward System That Actually Works

By Dan Iaboni

Gamification is everywhere these days—from fitness apps that give you badges for hitting your step goal to language-learning platforms that keep...

Design

From Design Thinking to Experience Thinking: A Transformative Approach

By Tedde van Gelderen

Design Thinking has been a cornerstone of project planning for decades, guiding organizations through innovation and problem-solving. However, as...

Design

Design Sprints Extended: Design on Track

By Tedde van Gelderen

Design Sprints as an approach to tackling design challenges has seen some adoption in design teams. And the reasons why are pretty compelling: it...

Design

12 Mistakes to Avoid When Journey Mapping

By Scott Plewes

I came across this quote by Thomas Sowell (apparently, he’s a bit of a controversial figure, but I liked the quote): “When you want to help...

Research

What to Measure Mathematically in UX?

By Scott Plewes

With the growing popularity of machine learning and AI, it seems the number of mathematical techniques available to understand people's...

Design

Need You Look at a Product Design to Evaluate It?

By Scott Plewes

Understandably, anyone from a technical architect to the CEO might want to look at a product or "play with it" to evaluate it. However, it...

General

Your Customers Are Not Your Users

By Scott Plewes

When the character Guy finally tries Green Eggs and Ham (and likes it) from the book Sam-I-Am, he has transitioned from being a customer to being...

Design

UX Research Helps Product Owners Place Bets

By Scott Plewes

Any new product or service has some risk, no matter how well-researched and designed. The product owner and business has to live with that risk...

Research

Akendi US: Starting our NYC office!

By Dan Iaboni

This year, we opened Akendi's latest office in New York City. Here is an interview with Dan Iaboni, Akendi's Chief Experience Officer, who shares...

General

Fail Fast Better in UX

By Scott Plewes

The Fail Fast approach in UX design can work, but only if you learn. Failing by itself is no guarantee of that. By definition, it's just the...

General

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