AnalogFolk boosts experience design ranks with appointment of Yasmin Nestlen as Executive Experience Director
AnalogFolk, the global independent creative agency, has bolstered its experience design ranks with the hire of Yasmin Nestlen, former Chief Experience Officer at Tribal Worldwide.
AnalogFolk has experienced substantial growth in the last 12 months, securing accounts and winning projects that include Tommy Hilfiger, multiple Bayer brands and streaming network Showtime. The hire cements the agency’s role as a partner in its clients’ business transformation, dedicated to pioneering CX excellence, delivering exceptional client services and driving continued creative success.
Reporting into Matt Dyke, Founder and Chief Strategy Officer, Yasmin will sit on AnalogFolk’s leadership team. She will collaborate closely with global teams across UX, Creative and Strategy, including Alan Oh, Head of Experience Design; Colin Byrne, Executive Creative Director; and Alisa Maul, Pierre-Axel Pejouan, and Megan Murray leading Strategy for London, Amsterdam and New York respectively, further strengthening the agency’s prowess in delivering innovative CX solutions and driving transformative business outcomes for its clients.
As Executive Experience Director, her role will be focused on cultivating creativity to bridge the worlds of design, technology, and strategy to lead integrated experience design disciplines across all clients, with the aim of building future-facing businesses, products, and services that connect customers, employees, and society in new and meaningful ways.
Her responsibilities include driving the development of inventive, human-first approaches to solve complex challenges, and helping brands reinvent themselves, while creating a more sustainable future throughout their entire user journey.
Yasmin will also be responsible for building high-performing teams, nurturing and leading them and clients to challenge norms, prioritise curiosity, diverse thinking, and collaboration, encouraging a culture of continuous learning and improvement to establish a lasting legacy of exceptional customer experience and industry leadership.
Yasmin is a design and innovation leader with 20 years of global experience. In her most recent role as Chief Experience Officer at Tribal, she was responsible for expanding the CX practice, building customer-driven innovation processes, and seamlessly integrating Ecosystem Thinking and XD strategy across all clients. Prior to this, she held key positions in experience design and innovation at agencies such as MRM/McCann, Publicis Sapient, and R/GA.
Her work includes collaborations with some of the most exciting brands and transformative projects, from crafting blended retail strategies for Bang and Olufsen, leading product development initiatives for Nike, reimagining British Airways’ interactions with travellers, and connecting Volkswagen’s complex ecosystem.
Yasmin’s passion is inspiring clients and teams to be bold thinkers and address a wider spectrum of strategic challenges to create more lasting value and experiences that emotionally connect. She believes this is also important at an industry level to influence the next generation so engages in mentoring, judging, and speaking at events such as D&AD, SXSW, FLA, IXDA and Service Design Summit.
Matt Dyke, Founder and Chief Strategy Officer, AnalogFolk Group says: “Yasmin joins us at a time in which the designing of connected customer experiences has never been more critical to delivering brand growth. Her future-facing approach will enable our clients to exceed people’s expectations of how brands deliver meaningful value in their lives.”
Yasmin Borain says: “I believe that experiences can shift minds, connect emotionally with people, and solve the most complicated challenges in business and society. Finding these shared values at AnalogFolk, along with the commitment to culture and people, I’m thrilled to lead and grow the Experience practice.”
This article was originally published by Campaign Magazine.
