CX: Making the Business Case with Risto Lähdesmäki

CXDNow with Risto Ladsesmaki
The time for customer experience design is now! In this episode of our web series CXDNow, host Chris Heuer interviews Risto Lähdesmäki, CEO of Idean. Following up on our discussions with author Brian Solis, and IBM Journey Designer Product Manager Doug Foulds, and Tom Illmensee, Director of UX for Prezi we are now diving into making the business case, or rather selling CX to management, and clients.

In part 1 we talk about Risto Lähdesmäki’s journey from his roots as a designer through his first user research firm and how it evolved to become Idean, with offices now around the globe. His thinking and his agency has grown as the idea of UX and CX has evolved. He talks about how he has been fortunate to connect with so many clients who really ‘get it’, who innately understand the value of CX. He also shares some of the differences between Europe and the United States.

In part 2 we discuss some of the aspects of the value proposition, most especially the reduction of friction in the customer’s journey, and the competitive advantage of those who understand CX and embrace it and iterate on it. In this episode, hear why he believes that every dollar invested in UX/CX can return 10-100x and help them win back market share and earn the loyalty of their customers.

In part 3 we are joined by Rit Mishra, a Senior Design Director at Idean to work out loud by collaboratively discussing and working on the Empathy Map and Customer Journey for our new community movement, We Are the Solution. In this very informative segment, we layout a basic framework of how we look at the CX before, during and after, from both a backstage and front stage perspective. If you are trying to figure out how to start with CX, this is the segment you want to watch.

Finally in segment 4, we dive deeper into some Q&A, talk about the future and about other key pieces of advice for getting the most out of CX.

If you would like to be a part of the taping of the show live and join in our post interview conversation, you can join us next Wednesday November 4, 2015 at noon PST as we interview Dave Gray, author of GameStorming and all around smart+nice guy. In this interview, we will go deep into his practical advice from his many years of experience doing CX and UX for customers through the firm he founded XPlane, as well as

Need help creating design moving customer experiences? IBM Journey Designer enables you and your team to collaboratively visualize journeys, set shared marketing goals, and create and refine tailored experiences for dozens of priority segments. Learn more on this blog post or try it at no cost at

Risto Lähdesmäki Interview Part 1 of 4 – How did you get into UX?

Risto Lähdesmäki Interview Part 2 of 4 – Making the Business Case

Tom Illmensee Interview Part 3 of 4 – Putting CX to Work, #WeAreTheSolution

Risto Lähdesmäki Q&A – Part 4 of 4


For more about the #CXDNow series, why I am doing it and where we are headed, read this background post.

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