Brian Ardinger, co-founder of Inside Outside Innovation and Econic, sat down with Jyoti Shukla, senior director of user experience at Nordstrom.

She talked about some of the challenges they’ve faced as a 116 year old retail business transitioning in a world of disruption. Jyoti also gave some specific examples about how to prioritize customers when testing new user experiences and emphasized the importance of diversity when considering and developing profiles of customer personas. The best way to reach Jyoti is through LinkedIn.

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