Noz Urbina
Modern content projects begin with research to create lifelike customer personas and build detailed customer journey maps. Whether you're on a tight budget or have a team of UX researchers at your disposal, AI can help accelerate and improve the development of these personas and journey maps.
Noz Urbina has developed the RAUX (Rapid AI-powered UX) method to help omnichannel content strategists develop realistic personas and craft effective customer journey maps.
We talked about:
his work at his consultancy, Urbina Consulting, and his learning hub, OmnichannelX
the RAUX AI method he has developed to accelerate user research, customer journey mapping, content design, and content development and drafting
his simple equation for doling out information in complex content environments
how AI can help you aggregate and understand your sources of customer information to help build personas
how he looks at customer journeys and journey mapping
how content fits into his customer journey maps, and how AI facilitates the tedious work that precedes and informs how to address key customer needs
the AI-driven persona-development prompt methodology at the core of the RAUX methodology
how to prompt AI agents in ways that mitigate the biases that often come with public data sources
how you can query an AI persona that you have developed with the RAUX prompt methodology to help you fill in the details of a customer journey map
how LLM's propensity to hallucination is actually a benefit when you're trying to conjure human feelings, questions, and queries
how AI lets us all become programmers without becoming coders
how AI can help with content creation, especially tasks like brainstorming and drafting
the importance of thinking about how to use AI at every stage of the content lifecycle
Noz's bio
Noz Urbina is one of the few industry professionals who has been working in what we now call "multichannel" and "omnichannel" content design and strategy for over two decades. In that time, he has become a globally recognised leader in the field of content and customer experience. He’s well known as a pioneer in customer journey mapping and adaptive content modelling for delivering personalised, contextually-relevant content experiences in any environment. Noz is co-founder and Programme Director of the OmnichannelX Conference and Podcast. He is also co-author of the book “Content Strategy: Connecting the dots between business, brand, and benefits” and lecturer in the Master's Programme in Content Strategy at the University of Applied Sciences of Graz, Austria.
Noz's company, Urbina Consulting, works with the world’s largest organisations and most complex content challenges, but his mission is to help all brands be able to have relationships with people, the way that people have with each other. Past clients have included Johnson & Johnson, Eli Lilly, Roche, and Sanofi Pharmaceuticals; Microsoft; Mastercard; Barclays Bank; Abbott Laboratories; RobbieWilliams.com; and hundreds more.
Connect with Noz online
Urbina Consulting
noz at urbinaconsulting dot com
Video
Here’s the video version of our conversation:
https://youtu.be/svFi95biaSU
Podcast intro transcript
This is the Content and AI podcast, episode number 3. These days, designing content experiences starts with detailed customer persona development and extensive customer journey mapping. Whether you've got a six-figure budget or you're doing scrappy do-it-yourself customer discovery, AI can help you accelerate and improve your research process. Noz Urbina has developed a detailed methodology that he calls RAUX (Rapid AI-powered UX) to help you develop realistic personas and craft effective customer journey maps.
Interview transcript
Larry:
Hi, everyone. Welcome to episode number three of the Content and AI podcast. I'm really delighted today to welcome to the show Noz Urbina.