About Amy Tse

Amy has 20+ years of direct experience in designing innovative user experiences for online products ranging from portals, web- based apps, community websites to mobile apps. She seeks to create positive user experiences by working closely with clients to understand their business strategy/tech requirements. Her techniques include researching user needs to ensure that they are met by employing a variety of research methodologies throughout the life cycle of the product development.

Why Research Could Make or Break Your Journey Mapping Effort

Companies are embracing Customer Journey Maps as a CX tool to help drive customer engagement and loyalty. However, many of these journey maps are not delivering on their intended promise. A primary reason journey maps underperform is that they are hypothesis journey maps rather than customer journey maps. Hypothesis journey maps are created using [...]