Bruce Shields

Bruce Shields leads Carhartt's Global UX team, focusing on data-driven digital experiences. He discusses how reducing clicks might negatively impact revenue and customer satisfaction. The conversation highlights the shift from gut feelings to data-led decisions, showcasing predictive models based on two years of homepage interaction data. Bruce also shares insights on segmenting B2B and B2C experiences, emphasizing the differing motivations between buyers. His innovative approach ensures that Carhartt remains a leader in both workwear and user experience.