Collaborative Member Feature

Jessica Frick

Sr. Manager, Strategic Experience Design

Best Buy

What does Experience Strategy mean to you? 

Tactically, Experience Strategy strives to envision differentiated customer experiences that are desirable and inclusive by taking the time to understand the environment, the needs and aspirations of the people impacted by the experience, and the motives or drivers of the business, but it means so much more to me. For me, Experience Strategy is part of a larger human-centered design movement that is helping businesses to better serve the communities they exist within. A movement that is pushing businesses to better serve the communities in which they exist. What it all comes down to for me is that Experience Strategy means good citizenship and using our resources to improve the lives of those around us. 

How did MXC/DHC help you grow as a professional? As a team? 

It has been humbling and equally inspiring to talk through challenges with other members of the Meaningful Experiences Collaborative to learn about different approaches people have tried, failures they’ve learned from and successes they’ve enjoyed. Overall, the collaborative has pushed the way my team and I think about the work we do and has given us the fodder to be thought leaders within our organization. 

What has been the impact on your organization or way of working? 

Best Buy is a purpose-driven company – we enrich lives through technology. At the center of our purpose is the lives of those we strive to enrich. I believe that putting people at the heart of everything we do is noble, and it can be very difficult. The Meaningful Experiences Collaborative has given us the tools we need to begin making sense of all that complexity so that we can go beyond solving surface-level, momentary needs to create meaningful experiences for customers and employees that will last. We were playing checkers, and now we can play 3D chess. 

What’s one thing you learned or implemented as a result? 

There have been so many “Aha’s!” throughout the collaborative, but the linchpin for me has been that every person is managing their very own life system. When the system is balanced, everything is right with the world. But when the system's harmony gets disrupted. It spurs one of many different types of jobs, or goals, that people need to accomplish. Understanding that imbalance gives us insight into the intent behind the job our customers hire us to do and provides us with the needed context and guidance to create a meaningful experience.