Bruno Monteiro, VP and Head of Digital Experience at HealthEquity, is driving one of the boldest CX transformations in healthcare - reorganizing the company around customer journeys. Drawing on his time at JPMorgan Chase, where he pioneered the “experience object” strategy, Bruno explains what it takes to turn journey theory into business impact.
In this episode, he and TheyDo’s Jochem van der Veer explore how to align teams, data, and leadership around outcomes that balance customer intent and business value. The conversation reveals why shared ownership, empathy, and orchestration, not technology alone, power true transformation.
Guest Bio
Bruno Monteiro is VP and Head of Digital Experience at HealthEquity, where he leads the transformation of web and mobile experiences helping millions of Americans save and invest for health and wealth. Formerly Executive Director and Head of Service Design at JPMorgan Chase, he developed the “experience object” model and the UNDesign framework, applying systems thinking to reimagine how large enterprises align around journeys. Bruno also teaches at the School of Visual Arts and contributes to the Service Design Network.
Takeaways
Journey management succeeds when accountability, not ownership, drives collaboration.
Taxonomy and shared language are essential to aligning business and customer outcomes.
Product owners are evolving into “journey orchestrators” focused on end-to-end experiences.
Metrics must layer: KPIs + CX scores + UX signals = true visibility.
AI accelerates discovery but cannot replace empathy or human insight.
Chapters
00:00 Intro and the Trojan Horse at Chase
03:07 What it means to lead with journeys
07:33 Jobs to be Done vs. Journeys vs. Experiences
10:28 Journey architecture and taxonomy
14:10 Journey ownership and org structure at Chase
18:18 Accountability and the role of journey owners
21:34 Balancing business and customer outcomes
25:50 Coordinating the journey architecture
28:58 The evolution from product to journey management
34:33 Designing metrics that resonate with the business
39:37 Starting small and building behavior change
42:28 Selecting the first journeys to transform
43:41 Why NPS isn’t enough
46:00 Using layered metrics to reveal friction
50:04 Upskilling product owners for better discovery
51:40 Structuring research around journeys
55:27 AI’s limitations in customer empathy
58:16 Synthetic users and bias in design
01:02:29 AI can support, but not replace, deep research
01:05:27 Building empathy through real customer contact
01:08:16 Final advice and the vision of UNDesign
01:10:17 Where to find Bruno and follow his work
Bruno Monteiro: LINKEDIN
Jochem van der Veer: LINKEDIN
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