CXD: Customer Experience Design

How can architecture shape the way people feel in a destination?In this episode of the CXD Podcast, Oliver King is joined by Guy Hollaway, Principal Partner at Hollaway Studio, to explore how design influences emotion, behaviour and connection. They discuss the role of architecture in destination design, creating spaces that connect with communities, and why wellness-led thinking is defining the future of the built environment. Connect with Guy - https://www.linkedin.com/in/guy-hollaway-a5001726/ Discover more about Hollaway Studio and their work - https://www.hollawaystudio.co.uk/ Follow Hollaway Studio on LinkedIn -  https://www.linkedin.com/company/hollawayChapters: 00:00: The Impact of Physical Space on Customer Experience 02:05: Building Invention and Community Engagement 05:59: Innovative Design: The F51 Skate Park 11:58: Creating Emotional Connections Through Architecture 17:49: Anticipation and Experience in Architectural Design 23:53: Future Trends in Architecture and Community Wellbeing

What does it really take to change when everything around you is built for yesterday?In this episode of the CXD Podcast, Oliver King is joined by Ian Rabagliati, Product Director at LeShuttle, where they unpack how to move past the weight of legacy systems, co-create change with the people who deliver it, and keep momentum alive with progress everyone can see.Connect with Ian - https://www.linkedin.com/in/ian-rabagliati-19146912/Chapters: 00:00 - The Dilemma of Legacy Businesses01:31 - Transforming Vision into Reality04:22 - The Importance of Starting06:48 - Phased Approach to Change10:08 - Design Thinking in Infrastructure15:22 - Agile Methodologies in Physical Environments19:41 - Putting Customers Back at the Centre23:35 - Building Belief Through Visible Changes

How do you transform a retail space into a destination that resonates emotionally with every visitor?In this episode, Oliver King continues his conversation with Marco Nijhof, a visionary hotelier and retail executive. Together, they explore the actionable steps brands can take to rehearse emotion, build enchanted teams, and ensure their brand's soul is future-proof. Tune in to discover how to create unforgettable guest experiences that turn your store into a must-visit destination.Connect with Marco - https://www.linkedin.com/in/marco-p-nijhof-a2b22413/Chapters: 00:00 - The Art of Luxury Experience Design00:49 - Multi-Sensory Retail Environments02:56 - Understanding Customer Journey Mapping07:07 - Emotional Connections in Retail11:11 - Rehearsing Emotion in Retail17:53 - Empowering Teams for Exceptional Service23:05 - The Cost of Inaction in Retail25:56 - Balancing Heritage and Innovation31:33 - The Future of Retail Leadership

What if your store felt more like a five-star hotel lobby?In this episode, Oliver King is joined by International Hotel, Retail and Real Estate Executive, Marco Nijhof, to explore how retail can take cues from hospitality, blending emotion, experience, and a guest-first mindset to create spaces people want to return to.Connect with Marco - https://www.linkedin.com/in/marco-p-nijhof-a2b22413/Chapters:00:00 - The Evolution of Retail Experience02:35 - Rethinking Customer Engagement05:22 - Integrating Digital and Physical Experiences08:25 - The Role of Hospitality in Retail11:20 - Creating Emotional Connections14:18 - The Art of Welcoming Guests17:19 - Transforming Stores into Stories 

What does good leadership look like when everything’s changing?In this episode, Olly sits down with strategic leader, Gary Simpson, to talk about what it really takes to lead in a world that doesn’t sit still. They unpack the tension between short-term wins and long-term vision, why clarity beats control, and how the best leaders create space for others to thrive.From futures thinking to B2G customer insight, Gary shares a fresh take on leadership that’s grounded in values, not vanity—and built for what’s next.Connect with Gary on LinkedIn; https://www.linkedin.com/in/gary~simpson/Chapters: 00:00 Navigating Change in Leadership04:52 The Importance of Adaptability10:03 Understanding Customer Needs15:11 The Role of Integrity in Leadership19:55 Balancing Short-Term and Long-Term Goals25:05 Embracing a Growth Mindset29:53 Learning from Failure35:10 Final Thoughts on Leadership

You can’t improve what you don’t measure - or what your organisation doesn’t value. In this episode of CXD, Oliver King sits down with aviation CX leader, Claire Donnellan, to talk about the pressures that shape the airport and airline experience, the gap between data and action and the commercial risks of viewing CX as just a ‘nice to have’. Trying to drive change in aviation or a complex organisation? This one’s for you. Connect with Claire Donnellan - https://www.linkedin.com/in/claire-donnellan-mba/Chapters00:00 The Challenge of Proving CX Value02:50 Understanding the Disconnect in CX Investment09:52 The Role of Data in Customer Experience12:16 Building Confidence in CX Initiatives20:54 The Importance of Small Experiments25:32 Aligning CX with Business Risks30:11 Facilitating Change in CX37:40 The Path to Strategic CX Leadership

What if the moments passengers remember most, are the ones when everything goes wrong?In this episode of CXD, Oliver King sits down with Engine’s Design Director David Pinder to talk about designing for disruption in airports.They explore how pressure points—from flight delays to major incidents—can become defining moments for passenger experience. It’s a conversation about clear communication, empowered teams, and designing services that stay calm, considered and human—especially when the unexpected hits.Because the airports that plan for disruption? They’re the ones passengers come back to.Connect with David Pinder - https://www.linkedin.com/in/david-pinder-88828613/⁠Chapters00:10 - Introduction01:32 - Crisis Moments as Experience Opportunities05:07 - Empowering Staff for Better Passenger Care09:50 - Human-Centred Welfare During Disruption12:20 - Balancing Infrastructure Development and Passenger Experience17:20 - Preparing for the Unexpected23:30 - Effective Communication During Disruption28:39 - Final Thoughts on Designing for Disruption

Airport retail isn't just about duty-free transactions, it's about transformation. In this episode, Oliver King is joined by Hugo Vanderschaegh, Managing Partner of Altavia Travel Retail, to explore how airports can create experience-led spaces and drive commercial success. From personalisation and pre-trip engagement to local products and a stronger sense of place, they unpack what it takes to turn terminals into destinations passengers enjoy. Connect with Hugo - https://www.linkedin.com/in/hugo-vanderschaegh-9a9597b/Find out more about Altavia Travel Retail - https://altavia-travelretail.com/Chapters02:40: The Transformation of Duty-Free Shopping07:09: Opportunities in Travel Retail 14:30: Personalisation in Travel Retail16:14: Future trends in Travel Retail 18:48: Creating Unique Airport Experiences22:34: The Role of Airports in Cultural Connection 25:18: Sense of Place in Airport Design 28:26: Innovating Duty-Free Experiences 30:23: The Future of Travel Retail

Imagine a world where you never wait on hold again. Where AI handles the simple, and humans focus on the complex. That world isn’t coming—it’s already here. In episode 41 of the CXD Podcast, Oliver King is joined by Matt Baron, Founder & CEO of Avocado55 where they break down the real impact of agentic AI on customer service and how businesses must rethink their operating models. The future of CX is being rewritten—who will get it right?Connect with Matt Baron - https://www.linkedin.com/in/matt-baron-6994469/ Find out more about Avocado55 - https://avocado55.com/Chapters03:20: The Capabilities of Agentic AI10:21: Enhancing Human Interaction with AI12:59: The Future of Customer Support Models17:54: The Shift in Human Roles in Customer Service20:35: Agentic AI in Customer Service24:49: Navigating Risks and Ethical Considerations30:12: Implementing Change: Strategies for Leaders33:42: The Future of Customer Experience with AI

In the 40th episode of the CXD podcast, Oliver King is joined by Stefan Moritz, Head of Innovation at Max Matthiessen where they explore the transformative impact of AI on the workplace, leadership and customer experiences.Is AI a game-changer or cause for concern? They explore how AI can enhance human collaboration and innovation, but also the risks of automation overshadowing human connection.Tune in as they discuss how organisations can strike the right balance between technology and human agency, and future-proof their strategies.Join the conversation and discover what it really means to work, and lead, in the age of AI.Connect with Stefan Mortiz and check out his website. Sign up to the Metaphor Club: Metaphors shape how we see the world and drive action—think “our iceberg is melting.” Stefan has started The Metaphor Club to collect and share powerful metaphors that help us navigate change and inspire better futures. ⁠Sign up here to be part of the group.Chapters: 01:44: AI's Impact on Work and Human Experience 05:47: AI in the Workplace: Opportunities and Challenges 11:22: Leadership in the Age of AI  17:11: The Future of AI Interactions 23:08: Legal and Ethical Considerations of AI in Work 25:41: The Untapped Potential of Remote Work 29:08: Balancing Automation and Human Connection 39:55: Embracing AI with Human Agency 

In episode 39 of the CXD podcast, Oliver King is joined by Innovation and Human-Centred AI-expert, Karolin Ahlqvist to explore customer experience in the AI era. They discuss designing to tackle information overload and human-AI collaboration to create better solutions.    Connect with Karolin Ahlqvist.  Chapters: 02:05: Customer Experience Needs of Organisations 03:37: The Impact of Digital Dementia on Youth 07:07 Designing for Neurodiversity  09:47: AI Date Models and Climate Change  12:47: AI's Role in Enhancing Customer Experience 17:05: Implementing AI into the Workflow 22:52: The Future of Work and AI Collaboration

In episode 38 of the CXD podcast, Oliver King is joined by Jerry Angrave, Director and Founder of Empathyce and Chair of the Accessibility Advisory Board at Virgin Atlantic. They delve into the importance of accessibility in Customer Experience design, particularly in the aviation sector.   The conversation covers the evolution of accessibility awareness, the diverse needs of travellers, and the critical role of staff training and customer-centric approaches in enhancing accessibility. Jerry emphasizes the need for organizations to engage with customers and staff to identify barriers and improve the travel experience for everyone. They discuss the importance of understanding diverse personas, the dynamic nature of accessibility needs, and the role of empathy in enhancing passenger experiences. They explore how to measure accessibility effectively, the impact of technology, and the challenges faced by airport operations. The discussion also highlights best practices and inspirational examples from various organisations, emphasising the need for a holistic approach to accessibility that considers emotional responses and the importance of first-hand experiences. Connect with ⁠Jerry Angrave⁠. Download your copy of our Passenger Experience Checklist ⁠here⁠.  Chapters: 01:06: The Journey into Accessibility  04:14: Barriers in Accessibility  06:26: Understanding Diverse Needs in Accessibility  08:45: Customer-Centric Approaches to Accessibility  10:36: The Role of Staff  16:06: Practical Steps for Improving Accessibility  20:26: Understanding Personas in Accessibility  22:35: Measuring Accessibility: Metrics and Emotional Responses 29:40: Challenges in Airport Operations  31:40: The Role of Technology  34:14: Best Practices and Inspirational Examples 38:16: Actions to Takeaway

In episode 37 of the CXD Podcast, Oliver King is joined by Kim Quazi, Director of Architecture at Arup, as they explore the intersection of architecture and customer experience in the context of railway stations. They discuss the importance of human connection in civic spaces and how station design has evolved over time. Kim emphasizes the need for a customer-centric approach in architecture, the significance of social value in railway investments, and the dual perspectives of inside-out and outside-in design methodologies. In this conversation, they discuss metrics for measuring architectural success and the impact of well-designed buildings on organizational culture. Kim emphasizes the need for sustainable design that allows for adaptability and longevity, while also advocating for a customer-centric approach in architecture. Connect with Kim Quazi.  Download your copy of our Customer Experience Checklist for Rail here.  Chapters: 01:56: The Role of Architecture in Customer Experience  03:37: Human Connection and Civic Pride in Stations 05:38: What Does Good Station Design Look Like? 08:26: How You Talk About Customers 15:27: The Importance of Personas 18:38: The Role of Retail Within the Rail Environment 20:14: Rail's Role in Social Value 22:32: Inside-Out vs. Outside-In Design Approaches  25:12: Measuring Success in Architectural Design  28:22: The Impact of Architecture in Organisational Culture 31:02: Sustainable Design and Longevity  32:16: Customer-Centric Design in Various Contexts

In episode 36 of the CXD Podcast, Oliver King is joined by Engine's Laurie Jones and Tom Hoare to explore the intricacies of designing customer experiences in the railway sector and envision a future where rail travel is seamless, personalized, and integrated with other modes of transport. In this conversation, Olly, Tom, and Laurie discuss the future of train travel, focusing on innovative design, the evolving role of staff, and the importance of customer experience. They explore how technology can enhance comfort and personalization while emphasizing the need for human interaction in the rail industry. The discussion also covers practical advice for improving customer experience and the significance of agility and collaboration in addressing challenges within the industry. Connect with Laurie Jones and Tom Hoare.  Download your copy of our Customer Experience Checklist for Rail here.  Chapters: 01:18: Getting Customers onto the Railway 06:08: The Future of Railways Stations 07:40: Overcoming Challenges in the Rail Experience 11:57: Complexities of Ticketing Systems 16:29: Looking to the Future of Rail Travel 23:01: The Human Element 26:44: Advice for Improving the Rail Customer Experience

In episode 35 of the CXD Podcast, Oliver King is joined by Will Gallagher, Chief Strategy and Development Officer at East West Railway Company, to discuss the evolving ecosystem of customer experience in rail networks, focusing on the economic impact of rail connectivity, the challenges faced by the industry, and the need for a shift in organisational mindset. They explore the importance of integrating rail with other modes of transport, designing stations that serve community needs, and ensuring affordable travel options to drive economic growth. In this conversation, Olly and Will explore the critical importance of accessibility and inclusivity in rail design, the diverse needs of passengers, and the significance of customer experience in the rail industry. They explore how East West Rail is approaching these challenges by designing with customers in mind, utilising data and insights, and encouraging collaboration across teams.  Connect with Will Gallagher.  Download your copy of our Customer Experience Checklist for Rail here.  Chapters: 03:38: The Role of Rail in Economic Connectivity 06:10: Challenges Facing the Rail Industry 10:03: Integrating Rail with Other Modes of Transport 12.46: The Shift in Organisational Mindset for Rail Companies 13:31: Designing Stations for Community Impact 17:24: Affordable Rail Travel and Economic Growth 24:44: Designing for Accessibility and Inclusivity 29:14: The Importance of Customer Experience in Rail 35:55: Making a Case for Change 39:14: Establishing a Customer-Centric Governance 42:20: Envisioning a Frictionless Travel Experience

In episode 34 of the CXD podcast, Oliver King is joined by Nik Lusardi, Design Director and Co-founder of Future Travel Studio, to discuss the evolving landscape of customer experience in the rail and aviation sectors, focusing on existing challenges and opportunities. During the conversation, they explore the impact of technology, customer needs, and the introduction of innovative products such as DreamSuite, which aims to enhance the travel experience. Tune in to discover more about the future of rail travel and the importance of adapting to changing customer experience and improving service delivery. Connect with Nik Lusardi. Discover more about DreamSuite here. Download your copy of our Customer Experience Checklist for Rail here.  Chapters: 01:39: Customer Experience in Rail and Aviation  08:32: Understanding Customer Needs in Rail vs. Aviation  15:33: Innovations in Rail Customer Experience 18:43: Introducing DreamSuite: A New Product for Rail Travel 35:51: The Future of Rail Travel

In episode 33, Oliver King is joined by Jeanette Clement, Head of Service Design at BT Group, where they discuss the challenges and strategies of building customer-centred design capabilities within organisations. They explore the role of service design in bringing about change and building customer experience capabilities. Jeanette shares her experience working in various sectors and highlights the importance of collaboration and convergence and the influence of service design on strategic thinking and decision-making within organisations. Tune in to discover the typical challenges and obstacles faced in implementing customer-centred design with advice on how to navigate them. Connect with Jeanette Clement. Chapters: 01:22: The Role of Service Design in Bringing About Change  04:15: Collaboration and Convergence in Service Design 04:49: Influencing Strategic Thinking and Decision-Making 06:39: Managing Opinions and Getting Clarity 11:32: Challenges and Obstacles in Implementing Customer-Centred Design  16:17: using a Structured Briefing System for Project Success 19:01: Identifying the Right Work 23:02: Prototyping a Future Vision 25:28: Balancing Fast and Slow 29:30: Developing User-Centred Approaches

In episode 32, Oliver King is joined by Joe Macleod, Head of Endineering to discuss the importance of designing consumer endings. Many businesses overlook the end of the customer journey, which results in missed opportunities and negative impacts on brand equity. In this episode, Joe emphasizes the benefits of designing better endings for both consumers and brands, including increased consumer engagement and loyalty, as well as alignment with sustainability goals. Tune in to hear the negative consequences of ignoring endings and the need for businesses to design better off-boarding experiences. Joe shares two key tools for designing endings for businesses to create meaningful and satisfying closure for their customers. Discover more about andend.  You can buy Ends and Endineering via the links below.  Ends. Ends. ebook - 25% off discount code: EB55V Endineering Endineering ebook - 25% off discount code: RN25W To discover more about the Endineering course, click here.  25% off discount code: 25offendscohort Connect with Joe Macleod. Chapters: 00:57: Joe's Journey from UX Design to Designing Sustainable Experiences 03:16: Neglected Endings in Financial Services and Healthcare 08:02: Designing Better Endings for Increased Consumer Engagement 11:40: Aligning Endings with Sustainability Goals  18:40: Successful Examples of Designing Better Endings 20:27: How Businesses can Begin Designing Better Endings 21:56: The Impact of Transaction Models on Endings 32:17: The Negative Consequences of Ignoring Endings 36:15: Designing Better Off-boarding Experiences 37:07: Tools for Designing Endings: Types and Phases  

In episode 31, the final in our mini aviation series, Oliver King is joined by Bryan Thompson, a seasoned leader in passenger experience with over 25+ years of experience. Tune in to hear insights on the importance of passenger experience in airport operations and development and how it has evolved over time, shaping the airports of tomorrow. In this episode, Bryan stresses the value of collaboration and customer understanding in enhancing the airport experience, advocating for empathy and a holistic approach to decision-making, with advice for those embarking on the journey of enhancing passenger experience. Download your copy of our Passenger Experience Strategy Checklist.    Chapters: 02:27: The Evolution of Passenger Experience in Aviation 05:07: The Role of Measurement and Standards in Passenger Experience 12:21: The Impact of Choice and Connectivity on Passenger Experience 17:07: The Future of Passenger Experience and the Role of Technology 27:48: The Changing Roles and Jobs within Airports 30:06: Designing Passenger Experience in a Multi-Stakeholder Environment 35:09: Collaboration and Understanding the Customer 35:55: Balancing Efficiency in Airport Processes 38:17: Challenges and Considerations in Master Planning 32:48: First Steps in Enhancing Passenger Experience

In episode 30 of the CXD podcast, Olly is joined by James Samperi and David Pinder to discuss how airports are now being seen as destinations in their own right. The conversation covers the importance of customer experience in the design and development of airports and covers the challenges of designing and improving airports, whether it's a greenfield site or an existing operational airport, and how collaboration is vital. Tune in to discover more about the concept of an Experience Master Plan - an approach to planning and designing the target experience for passengers, considering various dimensions beyond the physical infrastructure - and bridging the gap between operational and infrastructure plans. Download your copy of our Passenger Experience Strategy Checklist.    Chapters: 2:58: Customer experience in airport design  6:26: Airports as a destination  14:46: Designing for existing operational airport  20:17: The importance of collaboration in airport design  23:37: The success of Helsinki airport's collaboration  28:06: Sense of place  32:00: Bridging the gap: Operational and infrastructure plans 34:40: Understanding the experience master plan