Frank Cristiano

In a time of economic volatility—characterized by rising costs, renewed tariffs, longer decision cycles, and buyer risk aversion—organizations face mounting pressure to justify spend and do more with less.

The result? Buyers are scrutinizing every interaction. They're not just evaluating solutions; they're evaluating risk, credibility, and control. In this environment, digital experiences become your commercial frontline—and for many companies, those experiences haven’t matched the pace of change, and the evolving expectations of the market.

This 50-minute interactive workshop is designed for senior marketing and technology leaders who are ready to modernize their UX strategy by aligning three high-impact growth levers:

1. Persona systems that drive informed decision making

Most companies have personas. Few have persona systems that are actionable and that drive informed decision-making day-to-day. A modern UX strategy requires more than static buyer profiles—it demands dynamic archetypes and actionable audience segments that are integrated and infused across digital touchpoints, content journeys, and experience design.Through this lens, participants will explore:

• How to evolve from generic personas to modular, real-time archetypes and microsegments
• Using personas as a shared language between Marketing, UX, and Tech teams
• How buyer motivations shift during economic downturns—and what that means for targeting, messaging, and design

2. Data that fuels personalization in the moments that matter

Precision requires fuel—and that fuel is data. But too often, data is collected without purpose or left unused.This session helps organizations connect persona systems with intelligent data collection and activation strategies, focusing on:

• Identifying the right data to collect at each stage of the journey
• Leveraging 1st-party data to inform real-time personalization that builds trust
• Using behavioral and contextual signals to deliver the right message, to the right buyer, at the right time

3. Modern experience design that accelerates the path to conversion

Today’s buyer expects ease, clarity, and control in buying experiences. In times of uncertainty, your UX either builds trust—or breaks the deal. Participants will learn:

• How to build frictionless, persona-aligned digital journeys
• Where outdated UX conventions slow or confuse modern buyers
• How trust signals and content strategy can shorten time to action
• Why UX is a revenue strategy

Why This Workshop Matters:

Economic uncertainty demands action and broad, generalized efforts no longer convert in leaner environments - our decisions must be smart, strategic, and deeply tied to buyer needs.

• The Experience Gap Is Growing: Buyers are digitally fatigued and expect experiences that are simple, tailored, and human-centred
• UX Is a commercial tool: Forward-thinking brands are shifting their UX strategy from aesthetics to performance, retooling digital journeys around buyer psychology, behavioral data, and emotional triggers.
• First-movers and organizations that act with decisiveness and velocity will win