Redefining customer listening in an AI-driven world
February 24, 2026 | Online
Olivia Lucas is a Service Designer at Electronic Arts. She helps organizations solve complex problems by translating human and business needs into clear design strategy and measurable outcomes. With cross-industry experience across the private and public sectors, she blends qualitative research, systems thinking, and collaborative facilitation to guide teams from ambiguity to alignment. Olivia holds master’s degrees in Interaction Design (Domus Academy) and Applied Sociology (University of Alabama at Birmingham). A New York native now living in Atlanta, she’s happiest learning new domains and elevating the craft.
24 February 2026
12:30 PM Listening smarter: Bringing customer understanding in-house
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.
In Partnership With:
©2025 IQPC. All rights reserved.
