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Leader Spotlight: How digital experiences enhance in-person moments, with Adam Reed
- Adam Reed has a background in digital experience and design, having worked at various firms before landing leadership roles at companies like Intuit, Fidelity, and Transamerica.
- In legacy industries like finance and insurance, the focus is on using digital solutions to enhance, not replace, human experiences, building trust and relationships through design and UX.
- Creating unique and memorable digital experiences involves looking at how digital can improve in-person interactions, such as personalizing in-branch visits and utilizing technology to enhance trust.
- Tools like empathy mapping, persona development, and customer journey mapping help in understanding user needs and friction points to design more human-centered experiences.
- To engage infrequent users on platforms, Adam suggests presenting updates when users are paying attention, providing clear next steps after core tasks, and offering personalized recommendations for added value.
- At Fidelity, Adam successfully increased customer engagement by communicating the full range of benefits offered and demonstrating how customers can derive even more value from the services.
- In scenarios where users log in infrequently, an omnichannel approach, personalized communication, and leveraging agents' relationships are key strategies to highlight new capabilities and products.
- Design and content play crucial roles in making tangible, value-driven connections to users, driving business value through research, personalization, and emotional human-computer interactions.
- By focusing on enhancing human experiences through digital solutions and leveraging tools to understand user needs, Adam Reed highlights the importance of building trust, relationships, and value in the digital space.
- Engaging infrequent users involves presenting updates effectively, providing clear next steps, and offering personalized recommendations for added value, as demonstrated in Adam's successful engagement strategies.
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