Itziar Pobes

Zurich, Switzerland

disciplines that help organisations reframe problems, sense what matters to customers, and connect experience improvements to operations and business results. She is comfortable being both strategic and hands on, doing ethnographic fieldwork one day and thinking through how the recommendations translate into savings the next. Her work bridges physical and digital services, from health prevention programmes to enterprise channel orchestration frameworks, and she has introduced the systems, tools and practices that make organisations genuinely better at this, not just for the length of a project but as a lasting capability. She currently teaches Customer Journey Management at practitioner level, which is where she encounters the broadest variety of what organisations are struggling with and what actually helps. Itziar is a co-founder of Service Design Disrupted, taking place in Barcelona.