One of Jen Adamski-Torres' visualizations from CMSWire's DX Summit
One of Jen Adamski-Torres' visualizations from CMSWire's DX Summit. PHOTO: Jen Adamski-Torres

To call Jen Adamski-Torres a visual learner is an understatement. She not only uses images, pictures, colors and maps to organize information and communicate with others, but she does so in the most artistic way.

As a participant at CMSWire's second annual DX Summit, Adamski-Torres capitalized on her digital artistry to capture the conference in a series of relevant, engaging digital sketches. 

A digital producer for Tahzoo, a Washington, DC-based digital customer experience agency, she shared her creations through a series of tweets that she later converted to a blog post.

It was a stunning and unique way to convey the essence of the digital experience conference.

Adamski-Torres uses the Notability app by Ginger Labs, which allows her to combine handwriting, photos and typing in a single note to bring projects to life.

"I like the digital format — specifically in Notability — as I can easily resize, clean up and organize on the fly, vs. pen and paper," Adamski-Torres told CMSWire. "As a visual learner, this format helps me with retention. I focus more on the salient points and less on the more traditional method of capturing absolutely everything."

People's Choice Winner

Jen Adamski-Torres

Adamski-Torres did her share of talking at the conference, too. Her presentation on behalf of Tahzoo won the People’s Choice Award for best DX idea, besting four other competitors.

Her presentation showed how retailers can bridge the physical and digital divide through targeted in-store communication, which has a direct impact on shopping behavior. Tahzoo's Targeted In-Store Promotional Solutions (TIPS) Platform provides retailers with an immersive experience to connect digital with brick and mortar, she said.

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DX Summit Learnings

But let's get back to those DX Summit visuals, and, just importantly, the lessons learned she captured. She specifically cited Gerry McGovern, author, founder and CEO of Gormanston, Ireland-based Customer Carewords, who encouraged DX Summit attendees to make their customers the center of the universe.

“It’s not necessarily centered on how convenient something is for us, but how can we better manage our customers’ time and really use the feedback. Not just gather it but respond and react to that feedback and make some actionable results,” she said.

McGovern mentioned Google’s obsession with customers’ time and delivering desired outcomes faster. 

“Google always talks about ‘moments that matter,’” Adamski-Torres said. “That’s a great catchphrase. It’s not just about saving time but knowing what your customers need before they reach out. How do we forecast what their needs will be so that we can served content accordingly?"

The Payoff of Taking Risks

Vab Dwivedi, director of digital customer experience optimization at Dell, also spoke to the importance of running tests and taking risks.

Adamski-Torres said she was impressed with Dell’s journey and how it learned from its mistakes.

“Dell spent all this time relaunching and they found out that revenue dropped off and people were not completing transactions,” Adamski-Torres said. “So they were able to take a look, and it wound up being something internally. That stood out to me. They learned from that and fixed it.”

Would Anyone Miss Your Content?

Adamski-Torres also related to comments from James Goldman, vice president of content marketing at Equinix. He spoke about producing content that has value. 

“Who cares if you spent $5,000 developing a white paper? What else are you doing with it?” Adamski-Torres recalled. "Would anyone miss your content if it wasn’t there?” Adamski-Torres said we get caught up in developing the perfect content and white papers, but we need to make it "valuable for our connections and our customers.” 

Adamski-Torres’ other DX Summit takeaways:

  1. Creepy factor: What’s creepy today may bring value to customers tomorrow. We don’t want to be overly creepy, Adamski-Torres said after listening to a panel presentation. “We want to save them time but without creeping them out,” she said.
  2. Less iteration, more innovation. It’s time to transform and take big risks and not just iterate all the time, Adamski-Torres learned from the presentation by Brian Solis, principal analyst at Altimeter, a Prophet company.
  3. Know your content’s place. Some content should lead, and other content should be secondary. Don’t create complexity through the buying process, said Sheryl Kingstone, research director at 451 Research.