Bio
John Gusiff is a seasoned customer strategist and founder of Customer Centric Solutions LLC, with over 20 years of experience helping Fortune 1000 companies and growth-stage organizations unlock growth by deeply understanding customer behavior. With a unique blend of Jobs-to-be-done research methods, behavioral science, and experience strategy, John equips teams with the tools to identify hidden barriers to progress and design meaningful experiences that drive customer adoption, engagement, loyalty, and advocacy. John has worked with leading brands such as lululemon, Humana, Citibank, Canada Goose, ecobee, GAdventures, Porch.com, and others, guiding them to build customer-centric innovations rooted in real human needs and decision-making processes.
Session Summary
Behavioral Design in Practice
A hands-on session focused on behavioral journey mapping—revealing where progress breaks down and why. Participants will learn how to map journeys through a behavioral lens, identify barriers to progress at critical moments, and design behaviorally informed interventions to overcome them. Using the Make It Toolkit, we’ll translate observed friction, uncertainty, and drop-off into clear intervention strategies and tactics. Through a guided breakout, teams will redesign a real journey moment and leave with a repeatable approach for turning behavioral insight into effective design action.
Key takeaways:
- How to map journeys around behavior and progress, not touchpoints
- How to identify and prioritize barriers to progress
- How to design targeted behavioral intervention strategies
- A practical method for driving sustained progress across journey
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