Kendra Shimmell

Kendra Shimmell, a tech leader and service design advocate, challenges the current obsession with optimization that risks leading to mediocrity. She discusses the pitfalls of A/B testing, emphasizing that it often overlooks the 'why' behind user behavior. Kendra shares insights on how constant experimentation can exhaust customers and stifle creativity. She advocates for co-creation and the inclusion of serendipity in design, suggesting playful interactions to reignite genuine discovery and emotional engagement in user experiences.