Customer experience design grounds company decision making in customer need states. The path to success is through the quality and thoughtfulness of the user experience. Every customer interaction is judged by it's ability to deliver against an over-arching purpose that creates value for customers. The goal of strategy is to bring purpose, need states and organizational resources into alignment.
While many brands currently aspire to the allure of great design, they fail to translate design intent into delivery. They never cross the "knowing-doing gap": a common organizational challenge that prevents companies from going beyond the "smart talk trap" into specific action that aligns with strategic thinking. Crossing this gap is a big part of what we do at Fabric Branding.