How do we look at the total journey and understand the underlying drive of customers, so we can develop digital products that better meet their needs? Mark Bartlett, Chief Experience Officer at FPX, chats with me about the importance of developing your customer narrative and understanding their behaviors, so you can design products that they’ll get the most benefit out of. Mark’s B2B experience in technology and engineering have shown him that too many times, engineers and developers build products, only to be disappointed in the end when nobody uses them in the way it was intended. He shares tactics that have been helpful as he rebuilds FPX from a customer-first perspective, to be a B2B value-driven engine.