How customer journey mapping and storytelling unlock innovation at G2

Insights Unlocked

Episode web page: https://bit.ly/4l9JDil

-----------------------

Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better?

Send me a voice message via email at [e-mail]

-----------------------

In this Insights Unlocked episode, UserTesting’s Jason Giles sits down with Dane Howard, Vice President of Product Design at G2, for a powerful conversation on the intersection of storytelling, design leadership, and purposeful innovation. With a career that spans design leadership at Amazon, eBay, and Microsoft, Dane brings a wealth of experience—and a passion for creating human-centered experiences.

Dane discusses how G2’s visual customer journey map became a transformative internal tool, using storytelling metaphors like cities and theme parks to create clarity, alignment, and excitement across the organization. He also opens up about his personal “three-legged stool” approach to balancing full-time work, advocacy, and creative passion projects.

Whether you're a product leader, UX professional, or design enthusiast, this episode offers actionable insights into how to keep your work rooted in purpose and aligned with customer needs—while also making space for your own growth and creativity.

What you'll learn in this episode:

• Why storytelling is an essential leadership skill in design and CX
• How G2’s customer journey map turned into a city-wide metaphor that boosted internal alignment
• Tips on keeping internal artifacts like journey maps alive and evolving
• The power of framing design work through the lens of customer experience
• How to balance career, passion projects, and mentorship with intentionality

Resources & Links:

• Connect with Dane Howard on LinkedIn
• Connect with Jason Giles on LinkedIn
• G2.com
• danehoward.com
• Dane’s LinkedIn article on G2’s Customer Journey Mapping project
• Learn more about Insights Unlocked: usertesting.com/podcast