About Toby Bottorf
Toby Bottorf is a principal at the global innovation design consultancy Continuum. His recent work has included IA & UI design of a client communications tool for a premium financial services company, strategy and experience design of a new digital coaching platform for a leading American health insurance company, and creation of a new-to-the-world service offering for a European car maker. Bottorf holds a master’s degree in communications design from the Institute of Design (IIT) and a BA in art from Yale University.
More From Toby Bottorf
People prefer to spend their money on experiences over things and access over ownership.
Small companies have mastered user experience; now it's on to the frontier of customer service.
Many so-called customer loyalty programs fail because they seem a rigged game to the purchaser. There are plenty of ways to do it right.