Simplifying Journeys Across Exploding Channels

Channels have multiplied (web, app, store, and now chat interfaces like ChatGPT and Perplexity) but customer fundamentals still read: search, discover, purchase, receive. This talk shares how Sephora revisits flows to remove cognitive load, prioritises tech investment, and uses experimentation to keep journeys simple as features scale. The result: faster delivery, fewer regressions, happier customers.
Outcomes:

• Map the core “search→discover→purchase→receive” loop and spot channel-specific friction.
• Apply a simplicity audit to tame feature creep in basket, checkout, and omni hand-offs.
• Prioritise tech investments with an experimentation backlog tied to customer impact and ROI.
• Operationalise conversational commerce (intent models, guardrails, hand-off patterns) without fragmenting your stack.