Scaling customer experiences through design, data and AI with Zooplus

Your customers experience every interaction with your company as a single experience. They are rarely interested in how you organize yourself as a company or which teams, squads or verticals are working on different touchpoints. Only if your combined efforts are perceived as a single experience, will customers want to stay. Customers don’t think in channels or touchpoints, they approach your company touchpoints with needs and tasks they want to get done.

In this session, Eelko Lommers, Director Customer Experience Design at zooplus, will share how building experience maturity starts with reframing customer experience as multiple end-to-end journeys, not as a collection of individual touchpoints. The session will explore how zooplus invests in service design and journey architecture to create a shared “journey atlas” allowing teams to see the experience through the customer’s eyes. Paired with strong UX validation and experimentation, teams are enabled to test, measure, and evolve experiences based on real customer behavior.

We’ll also look at how this foundation enables the next wave of customer experiences: aiming for hyper-personalization at scale. By combining modular design systems, data signals, and generative AI, zooplus is experimenting with adaptive experiences that respond to customer context in real time, delivering relevance without sacrificing ethics, trust, or creativity.

Attendees will learn:

• Why journey architecture is critical for achieving coherent digital experiences
• How modular design systems and experimentation enable scalable, customer-centric personalisation
• What it takes to balance AI-driven relevance with ethical data use and human-centred design