Everything Clicks

Phalak Betab is the Director of Marketing & Communications at Progressive Intercultural Community Services (PICS) Society, a $20M nonprofit with 300 employees delivering 50+ programs across British Columbia, and the youngest director in the organization.In this episode, Phalak explains why nonprofits face enterprise-level post-click complexity with a fraction of the tools and budget, how undervaluing marketing directly breaks the user journey, and what corporations could do differently if they designed with the same empathy nonprofits depend on.You will hear:- What post-click complexity actually looks like when you serve families, seniors, newcomers, and job seekers across dozens of programs- Why misalignment between marketing, communications, and service delivery destroys user trust fast- How empathy-driven design for vulnerable audiences sets a standard most corporate post-click experiences don't meetLearn how one of Canada's most complex nonprofit marketing operations runs, and what it exposes about where for-profit post-click experience falls short.=== Connect with Phalak:- LinkedIn: https://www.linkedin.com/in/betabphalak/- Website: https://pics.bc.ca/=== About the Everything Clicks podcast:Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.📣 Subscribe now for more insights on creating digital experiences that convert. 📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 🌐 Smart Panda Labs: www.smartpandalabs.com

In this special panel episode, three experts share how they approach user experience in healthcare, one of the most regulated, emotionally complex, and high-stakes digital environments there is.- Maria Alexander is a Principal Content Designer at Blue Shield of California- Tu Nguyen is Head of Customer Success at Ours Privacy and a former experimentation leader at Disney and Smart Panda Labs- Megan Baker is Partner and Senior UX Managing Director at Slide UX, a consultancy focused on cognitive impairment, brain health, and aging.You will hear:- Why privacy constraints don't mean less understanding of users, they mean more intentional researc- How backend system failures undermine even well-designed front-end experiences- What "trauma-informed writing" means and why content teams should design for imperfect attention- Four design principles that carry over from healthcare to any high-stakes UXAnd much more.Learn how the toughest UX environment in digital can teach every industry how to keep real people at the center of the experience.=== Connect with the panelists:- Maria Alexander: https://www.linkedin.com/in/mariaalexander/- Tu Nguyen: https://www.linkedin.com/in/nguyen-tu/- Megan Baker: https://www.linkedin.com/in/meganbaker12/=== Websites:- Blue Shield of California: https://www.blueshieldca.com/- Ours Privacy: https://oursprivacy.com/- Slide UX: https://slideux.com/=== Resources:- Don’t Make Me Think by Steve Krug: https://www.amazon.com/Dont-Make-Me-Think-Usability-ebook/dp/B000SEGQNS=== About the Everything Clicks podcast:Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.📣 Subscribe now for more insights on creating digital experiences that convert. 📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 🌐 Smart Panda Labs: www.smartpandalabs.com