Designing better human experiences through clarity, intelligent workflows, and purposeful use of AI.

ExperienceCraft Labs helps organizations reduce friction across customer and employee journeys by blending experience strategy, workflow design, and thoughtful application of AI. Our focus is practical: identify what’s unclear, simplify what’s overly complex, and design interactions that work better for the people who rely on them.

We partner with leaders who want meaningful outcomes—not technology for technology’s sake.

Our Approach

Better experiences happen when people, process, and technology work together.

Our work emphasizes:

  • Clarity — reducing friction by making journeys, workflows, and responsibilities easier to understand

  • Human-centered design — crafting service moments that support customers and employees

  • Intentional AI — using intelligence where it truly improves outcomes

  • System thinking — aligning the operational and technical ecosystem around real human behavior

The result is experience design that’s grounded, scalable, and aligned with how real organizations operate.

Examples of Impact

Designed and deployed a global 15-site, 21-language skills-based routing solution

Led the design and rollout of a unified routing framework spanning 15 global sites and 21 languages. The solution provided instantaneous matching of customer interactions to agents fluent in their language of choice—regardless of where the interaction entered—reducing misroutes, improving accuracy, and increasing first-contact resolution. The architecture proved highly scalable and resilient, supporting ongoing operational growth and standardization across regions. The architecture proved highly scalable and resilient, supporting ongoing operational growth and standardization across regions.

Led a Tier 2 CX architecture team supporting a $1B portfolio

Assembled, developed, and led a high-performing team of Tier 2 CX and AI architects responsible for delivering consistent, high-quality solution design across a billion-dollar portfolio. The work strengthened design standards, improved delivery efficiency, and created better alignment across sales, product, and technical teams. The team became the organization’s trusted escalation point for its most complex CX initiatives—reducing risk, accelerating decision-making, and elevating solution quality across the business.

Applied AI-assisted analysis to uncover patterns and standardize complex work

Used AI to transform unstructured Salesforce data into clear insights about how teams were spending time across hundreds of opportunities. The analysis revealed repeatable patterns of work that were consuming high-value resources, enabling the creation of standardized design templates and improved opportunity categorization. This work freed experts to focus on more strategic initiatives and aligned the broader organization on best practices for time management and workflow visibility. The result was clearer prioritization, improved work predictability, and more strategic use of limited SME capacity.

Designed intelligent load-balancing strategies for a major online retailer

Developed routing and load-balancing approaches that improved stability during peak demand, reduced wait times, and enabled the retailer to scale without compromising service quality. The work improved operational resilience and strengthened the retailer’s ability to handle unpredictable demand. The outcome was smoother operations, reduced wait times, and more consistent experience delivery during peak periods.

About the Founder

Rodney Reed is a CX strategist and experience architect with 30 years in contact center technology, workflow design, and enterprise transformation. He is known for translating complex business needs into clear outcomes, making systems simpler and more human, and designing service workflows that reduce friction for both customers and employees.

His experience spans retail, healthcare, public sector, financial services, and digital services, with deep architectural expertise across Genesys, Cisco, Avaya, NICE, and cloud-native platforms. Rodney’s work consistently brings clarity, alignment, and measurable results to organizations navigating experience modernization.

ExperienceCraft Labs reflects his ongoing commitment to designing better human experiences—through clarity, intelligent systems, and intentional service design. Grounded in decades of enterprise CX leadership and hands-on delivery.