At EA, we focus on the digital channel, specifically as a hub for customer engagement and learning.

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We believe a great customer experience should be as responsive as it is well-planned. That’s why our approach to user experience balances diligence and velocity. 

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Diligence comes from considering Project Management a vital discipline and honoring our mission to be editors of effort to make digital things more useful and delightful.

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Velocity comes from a collaborative, “everybody in the pool” mindset and our dedication to using tools that shorten the distance from idea to execution, like Webflow and AI.

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Building in Webflow lets us design in the browser, define primitive elements that can be efficiently stacked and re-stacked to create new page experiences, and move from our design environment (Figma) to build with near-pixel-perfect accuracy, meaning QA and edits are minimal.

Using AI in the way we have to build this site allows us to let users take the wheel of their own experience, ask questions, get direct answers, and get what they need that much quicker.

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A bonus: We can use some of the time we save to iterate and make things even better. Our goal throughout the process is to create something tangible to test with users and stakeholders, then incorporate the learnings into our research and use those findings to feed back into the system and make improvements.