Kit Macgillivray on battling the UX beast

Imagine if complex every day choices could be simplified with the help of technology. This is what modern marketing is all about, says Kit Macgillivray, Chief Product Officer at Brook.ai. Managing something as common as diabetes means taking frequent assessments on a series of micro interactions throughout your day, to make an informed decision - everything from how well you slept to how many steps you took in a day. Combining CX (customer experience) and UX (user experience) design principles, Macgillivray created Brook.ai - a platform that's working to solve the growing need of chronic disease and pain management. In other words, "an interactive fitbit on steroids". This kind of innovation is the very crux of CX, Macgillivray says. It's about using today's interactive technology to create human-centred design, but it's a point many marketers are missing. "A lot of people are just jumping on the bandwagon. A lot of people are just buying journey maps. They're not buying an outcome, they're buying an experience map." Tune in as Kit joins Mark and JV to discover why Chief Product Officers have a better understanding of customer experience than the average CEO, how an incentivised culture will improve CX, and why the best brands approach the customer journey as a beast in need of continual upkeep.