Leveraging data & AI tools to design customer journeys that resonate
November 4 - 5, 2025
| Free CX Network Webinar Series
Day One
10:00 am - 10:30 am
EST
Designing the post-purchase journey: How Wayfair maps experience to impact
Lariane Rossanese -
Global Head of Product Design - Supply Chain Network, Enterprise & Service Tech,
Wayfair
Wayfair is a leading global e-commerce company specializing in home goods, with over 30 million products and 21.4 million active customers across North America and Europe, generating $11.9 billion in annual revenue.
Most organizations focus on the customer journey before purchase, but at Wayfair, the real CX challenges begin after the transaction. From managing accounts and deliveries to returns and problem resolution, the post-purchase experience is where loyalty is won or lost.
In this session, Lariane Rossanese, Global Head of Product Design for Wayfair’s Supply Chain Network, Enterprise & Service Tech, will share how her team is reimagining the post-purchase journey from the ground up. She will discuss how they map pain points, prioritize tech investments, and drive cross-functional alignment to deliver meaningful customer outcomes. Join this webinar to learn how CX design, powered by data and UX strategy, can transform the post-purchase experience.
Attendees will learn:
- How Wayfair blends UX and CX to redesign the post-purchase journey around customer and business outcomes.
- What it takes to prioritize design and tech efforts in a global, multi-stakeholder environment.
- Why journey mapping is only as powerful as the data behind it, and how metrics like CSAT, NPS, and others to guide decision-making.
Lariane Rossanese
Global Head of Product Design - Supply Chain Network, Enterprise & Service TechWayfair
10:30 am - 11:00 am
EST
Operationalizing customer centricity: Designing CX from the ground up
Dr. Jeff Dahms -
Director, CX Research & Insights,
Physicians Mutual
Launching a new CX function inside an established organization is equal parts opportunity and challenge. Often seen as a cost center, CX teams must prove value quickly, earning trust across the business. Designing great journeys isn’t just about mapping experiences, it’s about operationalizing customer centricity so that insights continuously feed into design and measurable outcomes close the loop. That requires more than surveys and dashboards: it requires embedding customer listening into every stage of journey management and making insights accessible for teams to use in real-time.
In this session, our expert speaking will explain how they are building CX capabilities from the ground up, with a focus on journey design and management. From small “guerilla wins” that demonstrated the impact of customer testing, to implementing a sustainable VOC programme that ties customer feedback directly to retention and the bottom line, we will look at how to make customer centricity a reality. Attendees will see how to translate data into insights and insights into better customer journeys.
Attendees will learn:
- How to embed customer listening and feedback into journey design and evaluation.
- Practical ways to operationalize a customer-centric culture without overwhelming employees.
- Techniques for linking journey improvements to business outcomes to prove ROI and secure long-term buy-in.
11:00 am - 11:30 am
EST
From journey maps to service blueprints: Designing Hyatt's connected guest experience
Gavin Johnston -
Director, UX Research,
Hyatt Hotels
When Hyatt set out to build a research practice during the pandemic, the hotel industry was facing unprecedented disruption. Out of that moment came not just a team, but a new way of thinking about customer journeys beyond the obvious touchpoints of booking and check-in. Today, the UX research function has matured into a strategic driver for the business, helping Hyatt connect the dots across digital, and on-property engagements that keep travelers connected even after their stay. The work is about understanding not just what customers do, but why, and how those motivations shift depending on context.
In this session, Gavin Johnston, Director of UX Research at Hyatt Hotels, will share how, as the hospitality landscape evolves, the hospitality giant is rethinking loyalty and personalization at scale. We will discuss the challenge of recognizing the differences in persona and, more critically perhaps, context, between a guest booking a massive convention hotel versus a romantic boutique property, and then delivering experiences that feel tailored without being transactional. Attendees will learn how, by leveraging research, data partnerships, and emerging AI tools, Gavin’s team is moving beyond “points and perks” to cultivate lasting loyalty rooted in relevance and memory.
In this session, you’ll learn:
- How Hyatt evolved from journey maps to service blueprints to create a more connected view of guest experience.
- Why context-driven personas and behavioral triggers are critical to designing loyalty strategies that go beyond traditional programs.
- How research insights are reshaping personalization in hospitality and driving long-term engagement.
11:30 am - 12:00 pm
EST
Designing CX for the connected home: Simplifying journeys for complex digital offerings
Hassan Jaafar -
Product Squad Lead - Strategy, IOT & Connected Home,
BT Group
Broadband is saturated and increasingly telcos are “evolving into techcos”. In this context, seamless service and product launch with careful communication is especially critical. In this session, hear how BT and EE are tackling the challenges of designing and launching next-generation connectivity products from gaming-optimized broadband to bandwidth prioritization tools that serve the needs of diverse digital households. Discover how customer journey design, smart segmentation, and cross-functional collaboration are at the heart of product innovation.
With a focus on simplifying the complex, Hassan Jaafar, Product Squad Lead for IoT & Connected Home, will share how EE is turning deeply technical services into user-friendly experiences, ensuring that every touchpoint, from app interface to contact center support, is aligned with customer expectations. Learn how robust internal testing, real-time customer feedback, and transparent, dynamic communication are driving higher engagement, satisfaction, and brand differentiation in an increasingly competitive market.
Attendees will learn:
- How to translate complex technical features into intuitive customer journeys through app design, comms, and agent enablement.
- The role of segmentation in CX design: Building experiences that work for gamers, WFH users, streamers, and less tech-savvy households.
- Best practices for launching new digital services at scale: Testing protocols, cross-team alignment, and measuring engagement post-launch.
12:30 pm - 1:00 pm
EST
Virtual roundtable: Designing omnichannel journeys for the modern customer
The modern customer doesn’t think in terms of “channels” – they simply expect to be able to move seamlessly between digital platforms and physical spaces while maintaining consistency. For organizations, orchestrating seamless omnichannel journeys remains a major challenge. Silos in data and ownership can leave customers frustrated.
In this virtual roundtable, attendees are invited to join us for a discussion about current and evolving customer expectations and to workshop strategies for designing journeys that meet customers where they are. We will explore how to unify data, align teams and, ultimately, deliver consistent, personalized experiences across touchpoints.
We will discuss:
- The omnichannel expectations of the customer of today.
- The role of data, technology and organizational alignment in orchestrating seamless journeys.
- How to design and deliver journeys that delight customers, connecting digital and physical channels.
This session is open to all attendees and CX Network members. The discussion will not be recorded.
