Bruno Monteiro, VP and Head of Digital Experience at HealthEquity, is driving one of the boldest CX transformations in healthcare - reorganizing the company around customer journeys. Drawing on his time at JPMorgan Chase, where he pioneered the “experience object” strategy, Bruno explains what it takes to turn journey theory into business impact.

In this episode, he and TheyDo’s Jochem van der Veer explore how to align teams, data, and leadership around outcomes that balance customer intent and business value. The conversation reveals why shared ownership, empathy, and orchestration, not technology alone, power true transformation.

Guest Bio

Bruno Monteiro is VP and Head of Digital Experience at HealthEquity, where he leads the transformation of web and mobile experiences helping millions of Americans save and invest for health and wealth. Formerly Executive Director and Head of Service Design at JPMorgan Chase, he developed the “experience object” model and the UNDesign framework, applying systems thinking to reimagine how large enterprises align around journeys. Bruno also teaches at the School of Visual Arts and contributes to the Service Design Network.

Takeaways

Journey management succeeds when accountability, not ownership, drives collaboration.
Taxonomy and shared language are essential to aligning business and customer outcomes.
Product owners are evolving into “journey orchestrators” focused on end-to-end experiences.
Metrics must layer: KPIs + CX scores + UX signals = true visibility.
AI accelerates discovery but cannot replace empathy or human insight.

Chapters

00:00 Intro and the Trojan Horse at Chase

03:07 What it means to lead with journeys

07:33 Jobs to be Done vs. Journeys vs. Experiences

10:28 Journey architecture and taxonomy

14:10 Journey ownership and org structure at Chase

18:18 Accountability and the role of journey owners

21:34 Balancing business and customer outcomes

25:50 Coordinating the journey architecture

28:58 The evolution from product to journey management

34:33 Designing metrics that resonate with the business

39:37 Starting small and building behavior change

42:28 Selecting the first journeys to transform

43:41 Why NPS isn’t enough

46:00 Using layered metrics to reveal friction

50:04 Upskilling product owners for better discovery

51:40 Structuring research around journeys

55:27 AI’s limitations in customer empathy

58:16 Synthetic users and bias in design

01:02:29 AI can support, but not replace, deep research

01:05:27 Building empathy through real customer contact

01:08:16 Final advice and the vision of UNDesign

01:10:17 Where to find Bruno and follow his work

LinkedIn

Bruno Monteiro: LINKEDIN

Jochem van der Veer: LINKEDIN

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