Experience Analysis and Design (EAD): Breaking Down and Recomposing the Architecture of the Customer Experience

by Vince Kellen

While it is quite obvious that firms exist to serve customers, it is not as obvious why the business and IT strategy often does not start or end with the customer. This Executive Report by Vince Kellen describes a robust methodology called Experience Analysis and Design (EAD), which helps firms sequence a series of well-focused, customer-facing IT initiatives in a way that reduces cost, minimizes risk, and helps improve the flow of knowledge about the customer's problem -- and how IT can fix it -- across the firm.