To redesign a customer experience, you also have to redesign organizational structures, culture, etc., or you won't produce the experiences you want. Linda Tischler writes a great article about Ideo's founder David Kelley over at Fast Company - http://www.fastcompany.com/magazine/132/a-designer-takes-on-his-biggest-challenge-ever.html His methodology for solving problems, what he calls Design Thinking, is fantastic. If only Ideo had an office here in Sydney.