Innovation is about connecting the dots and solving human problems. Without context or story, this will not have ROI. The starting point for any experience-design program is knowing the DNA of the brand and the customers it serves. Just ask Kambiz Hemati, VP, Customer Experience & Environments at American Eagle Outfitters, whose impressive career has put him in the middle of the action with big brands like Foot Locker, Nike, and Starbucks. Twenty years of experience design, focused on innovation and visual aesthetics, have taken him on a journey designed to transform how we shop and the way we live. Kambiz offers a deep look with Liliana Petrova into: why taking care of associates is fundamental to the customer experience, the value of understanding that not all customers are on the same level, why you must look beyond your narrow competition design and seek inspiration in a broader context and across industries, how reiterations, trials and the willingness to accept that half of what you do won't work is key to experience design today, and the importance of creating a holistic experience through all channels, connecting the physical store with the website so that they introduce and complement each other.

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