Phenomena Leading with Perspective – with Carrie Yury
Dec 12, 2025
In this engaging conversation, Carrie Yury, Head of UX Research at JPMorgan Chase, shares her extensive background in human-centered design and strategic thinking. She introduces the concept of 'living strategy', emphasizing agility in adapting strategies. Carrie discusses the importance of qualitative research, showcasing how customer insights can shift executive perspectives. She also explores the changing role of AI in ethnography, urging a focus on enhancing user experiences rather than just efficiency, while linking creativity to strategic advancement.
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Separate Why, What, And How
- Strategy separates vision (why), strategy (what) and tactics (how), and confusion among them undermines outcomes.
- Carrie Yury warns against premature solutions and urges exploring possibilities before deciding.
Operate A Living Strategy
- Treat strategy as a living artefact and revisit it regularly like an agile product backlog.
- Continuously test whether tactics serve the strategy and update both based on what works.
Qualitative Depth Outperforms Demographics
- Deep qualitative understanding of people remains foundational and is underused in strategy.
- Overreliance on quantitative demographics misses motivations, values and context that shape behavior.