Many organizations looking to stay ahead are now moving beyond traditional research cycles and towards continuous understanding of their customers. For Electronic Arts (EA), that means embedding service design and journey management into the heart of CX, not just to fix pain points, but to connect experiences across the entire player ecosystem.
In this session, Olivia Lucas, Senior Service Designer at EA will explore what it takes to build a listening practice inside a large and complex organization. She’ll share how EA’s small but growing service design team is using qualitative research, cross-functional collaboration, and early-stage experimentation to make customer feedback both meaningful and actionable. She’ll also discuss how AI is beginning to support (but not replace) deep research work by helping teams synthesize insights faster while preserving the human empathy and interpretation that makes them valuable.
Attendees will learn:
- How to build an in-house customer listening practice that earns trust and drives organizational change.
- The role of AI in helping researchers manage and synthesize insights without losing the nuance of human understanding.
- How to move from disconnected feedback channels toward true journey-level insight and cross-team collaboration.