Analyst Brief Highlights Digital Customer Experience Innovation Lessons from Delight 2015

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Speakers at the Delight Conference, organized by Connective DX, advocate designing for calm technology, building empathy and getting serious about culture transformation

Delight Conference
"A hallmark of the Delight Conference is bringing together speakers and attendees who want to talk about the real work necessary to make change happen," said Jeff Cram, conference organizer and Connective DX co-founder.

Experience designers spend their days working to create compelling customer experiences, but there’s a growing awareness that technology complexity and organizational roadblocks are putting those efforts at risk.

That is one of the key takeaways in a new research brief, The Things That CX Designers Worry About, published by Forrester Research January 11, 2016, and authored by Andrew Hogan.

The brief highlights observations from Delight 2015, the annual experience design conference held in Portland, Ore., and organized by Connective DX. The 2015 event, focused on how organizations create experiences people love, featured speakers from Fidelity, Zappos, Airbnb, Intuit, and NASA JPL.

Several key themes emerged at the event, and two worrying trends were included in the Forrester Research brief:

  •     “Interruptive” technology—such as connected devices constantly alerting users to irrelevant information—detract from emotionally engaging customer experiences.
  •     Excessive focus on screens and unnecessary interfaces keep customers from doing what they want to do.

Speakers at Delight shared stories about how these trends are further exacerbated by bureaucratic and cultural barriers that can get in the way of delivering experiences that actually earn a customer’s love.

“Rudderless digital customer experience innovations will lead to frustrated customers, disenchanted employees, and failed projects,” writes Andrew Hogan, Forrester Research analyst serving customer experience professionals. He also writes, “You don’t have to let digital CX innovation work this way.”

Speakers at Delight 2015 shared stories about how to overcome these challenges to create experiences that make a difference and create lasting change inside organizations.

This included Suzi Hamill and Ashwini Srikantiah from Fidelity Investments leading a huddle on how to design for delight from within by creating joy in the workplace. Golden Krishna of Zappos also described how the customer-obsessed online retailer takes on risky projects and pilots new innovation projects.

“A hallmark of the Delight Conference is bringing together speakers and attendees who want to talk about the real work necessary to make change happen,” said Jeff Cram, conference organizer and Connective DX co-founder. “Customer experience and innovation are words that get a lot of lip service within most organizations, but much fewer actually commit to the hard work necessary to pull it off. We work hard to create a forum for those stories to be told, and for attendees to learn from one another.”

Super early bird tickets are now available for Delight 2016 taking place Sept. 26–28, 2016. Visit the Delight 2016 conference website at for more information and to register for the event.

About the Delight Conference
Delight is a unique gathering of designers, technologists, and businesses that care about creating experiences people love. Held annually in Portland, Ore., the conference has featured leaders from beloved brands including Facebook, Disney, Uber, MailChimp, Intuit, Warby Parker, Simple and Adobe. The event is organized by Connective DX, a digital experience agency with offices in Portland, Ore., and Boston, Mass.

About Connective DX
Connective DX is a digital experience agency focused on helping organizations embrace the power of digital, align around the customer, and take control of their digital future. The agency serves clients globally with services that span digital experience strategy, experience design, technology, and digital enablement. Founded in 1997, Connective DX has offices in Portland, Ore., and Boston, Mass. Clients include KinderCare, OHSU, BMC Software and Banner Bank.

For more information, press only:
Carmen Hill, Connective DX, (503) 972-3579, chill [at] connectivedx [dot] com
Laura Brown, Connective DX, (617) 401-2294, lbrown [at] connectivedx [dot] com

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Laura Brown
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