Laura Andersen

Lead Financial Services Design Strategist
Bluespire

Laura Andersen, lead financial services design strategist for Bluespire Marketing, has 15 years of experience in traditional and digital marketing. Her expertise includes both UX and omni-channel experience design and spans agency, non-profit and corporate environments.

Prior to joining Bluespire, Laura worked with financial, retail and government clients to improve customer experience using a service design approach. Laura spent her spare time as a consultant expanding her knowledge and skills in the field of service design through conferences, research and workshops. She’s advocated for the inclusion of design thinking principles in government service development and has partnered with local and state governments to teach and collaborate on service design projects.

Through the inclusion of service design and design thinking tools and methodologies, Laura is committed to helping clients find meaningful improvements through the entirety of their experience. From pre-consideration to reconsideration, her goal is to do so in responsible and sustainable ways.

Check out the incredible speaker line-up to see who will be joining Laura.

Download The Latest Agenda

Customer Experience Design & Strategy

Wednesday, April 6th, 2016

10:45 WORKSHOP B: Taking Your Journey Maps To The Next Level Using Design Thinking

The key to understanding your clients is having real knowledge of the journey they’re on and how your products and services fit into the context of that journey. Taking a design thinking approach to journey map development provides insight beyond the “what” of your customers’ behaviors and decisions—and into the more important “why.” In this session, you’ll learn:

Ways to uncover how your customers are actually experiencing your products and services, and how this experience might be missing the mark.
Research approaches that allow you to more deeply understand your customers’ motivations and apprehensions.
Insights into how customer experience is impacted by sub-optimal employee experiences and how you can identify opportunities for meaningful improvements.
How service design tools can complement and support existing development processes (attendees will get the opportunity to experience service design tools in action).