Imagine trying to assemble a puzzle in the dark. That’s what designing customer experiences (CX) can feel like without real-time feedback and human insight.

In the Season 5 finale of Insights Unlocked, former UserTesting CEO Andy MacMillan and former Chief Insights Officer Janelle Estes shine a light on the evolving landscape of CX and how empathy, UX research, and thoughtful content strategy are the pieces that complete the picture.

Putting the customer at the center

Customer experience has become a defining battleground for businesses. As Janelle noted, “Gartner calls it the battlefield for how companies get and retain customers.” Over the past decade, the term customer experience has seen a 400% increase in search interest, reflecting a shift toward customer-centric product design and marketing.

From product development to UX writing, the throughline in Season 5 was clear: organizations that embed empathy and insight into their processes are better equipped to meet—and exceed—customer expectations.