Good design is evidence-based design
I help organizations to establish a competitive advantage by tracking users levels of satisfaction, or mapping usability issues, but most importantly, to map opportunities for higher user satisfaction, retention or adoption. Perceived quality plays an important role in user experience but also in business performance - it's the emotional connection that users feel with a brand, product, or service that allows the business to stay competitive.
The current experience economic pressures on business performance and higher users' expectations, we must evolve our design practice to take into account the rise of Artificial Intelligence, Machine Learning, and Big Data, end-users don't expect less than outstanding and differentiated experiences. I ensure that business goals are aligned with the expectations of users at every touchpoint.
As a UX strategist, my primary focus is to discover the necessary points of alignment between end-users needs and motivations with business outcomes and work towards that. I do that though a data-driven design approach.