This episode explores how to design better customer experiences using AI, with insights from Ube Urban. Learn about combining user experience and service design, the importance of human values in digital transformation, and practical advice for leading teams through change.

About the guest

Ube Urban is a multidisciplinary design strategist, creative leader, and customer experience innovator based in Atlanta, Georgia. With roots in the Hawaiian Islands, Ube's journey into design began with a fascination with invention and human behavior, which later evolved into a career spanning UX (User Experience), CX (Customer Experience), digital innovation, and organizational design leadership.

As Founder and Principal of uuDesign, Ube leads a global UX/CX agency that crafts human-centered digital experiences balancing empathy, strategy, and measurable business impact. His work blends deep research with strategic creativity to transform complex challenges into intuitive solutions tailored to real human needs. Ube's design philosophy emphasizes storytelling, cross‑functional collaboration, and the power of inclusive, culturally informed design practices.
Over his career, Ube has held senior leadership roles—spanning Head of Customer Experience Strategy, Principal CX Research & Innovation, and Interaction Design Director—within major enterprises and innovation labs. He is known for shaping UX processes, building design culture, and aligning customer insight with business strategy across diverse industries.

Ube's approach is grounded in empathy and human behavior, continuously informed by his multicultural upbringing and lived experiences navigating complex social and cultural landscapes. His work champions clear communication, strategic foresight, and design that not only meet customer needs but also foster lasting emotional connections and brand loyalty.

In addition to his professional work, Ube shares his insights through interviews and community engagement, emphasizing authenticity, mentorship, and the value of diverse perspectives in design and leadership.

Relevant links

https://www.linkedin.com/in/ubeurban

https://www.ubeurban.com/contact

Key Take-Aways

• Human-centered design matters: Focus on people, not just consumers or data, to create better digital experiences.
• Combine service and user experience: Service design is the blueprint; user experience is how people interact with the result.
• AI needs human oversight: AI can help, but human input and critique are essential for meaningful outcomes.

Chapters

0:00 - Intro

0:35 - Business Transformation with the CX Goalkeeper

3:43 - Defining Human-Centered Customer Experience

5:04 - User Experience and Service Design Synergy

9:46 - The Impact of AI on Customer Experience

14:34 - Navigating Internal Team Dynamics and AI Integration

17:39 - Using Customer Insights to Improve Services

24:27 - Emphasizing Genuine Human Connections

25:50 - Outro and Closing Thoughts

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About the host:

Gregorio Uglioni is a seasoned transformation leader with over 15 years of experience shaping business and digital change, consistently delivering service excellence and measurable impact. As an Associate Partner at Forward, he is recognized for his strategic vision, operational expertise, and ability to drive sustainable growth. A respected keynote speaker and host of the well-known global podcast Business Transformation Pitch with the CX Goalkeeper, Gregorio energizes and inspires organizations worldwide with his customer-centric approach to innovation.

Follow Gregorio Uglioni on Linkedin: https://www.linkedin.com/in/gregorio-uglioni