Itziar Pobes is a service designer at Zurich Insurance in Switzerland. She leads a team in charge of setting the basis for design as a driver for the customer experience transformation of the company globally. Her team is starting the journey management practice, a keystone for data-driven decision making and prioritisation in CX.

With a background in qualitative and participatory research and design methods, she had been interested in metrics for a few years. Specially on how metrics are related with our mental models of how our businesses work —and how to paint a more accurate picture by adding the right indicators!