‘The customer is always right’ is still relevant today in the exciting age of e-commerce. However, the nature of e-commerce and lack of physical interaction leaves a huge void between me and the customer. How do I navigate between all the different digital customer touchpoints available in order to gather genuine value from the insights obtained?

For the past two years I’ve worked with Dansk Supermarked and supported  various design and development processes with valuable insights gathered through a wide variety of sources. My aim is to listen carefully to our customers –  their needs, breakdowns and frustrations – and transform these insights into tangible feedback to business users and developers.

Through listening we are on an ever-expanding path towards more conscious and intelligent design decisions.