I pretty much adhere to the 5 buckets of the non-linear design thinking process and Nielsen-Norman best practices. My  process starts with understanding both business goals and customer needs. I begin by mapping the entire customer journey to identify pain points and opportunities, using research from customer feedback, analytics, and voice-of-customer data. From there, I define clear experience principles and success metrics, then co-create solutions with the team. I try to help prototype and test these ideas—often piloting them with a small segment—before rolling them out across all touchpoints with proper staff training and operational alignment. Finally, I measure impact using KPIs like NPS, CSAT, and retention, and continuously refine the experience based on ongoing feedback.