Michelle Cortes

Over the past several years I’ve led the CX function at Ontario Health as a strategic capability that’s grounded in research, integrated with product and delivery, and visible for leadership. My role has included defining what CX looks like and advocating for its place in how the organization makes decisions. That means shaping CX capabilities across a portfolio of digital health programs, from service design, experience management, journey mapping and Voice of Customer to UX design and usability, and pressure testing the CX practice with real program pressures.

Increasingly, I’m focused on connecting CX work to product adoption and retention — making sure user insights don’t just inform strategy but show up in the decisions that determine whether digital products and services succeed.I am most passionate about work that positions CX to drive intersections between strategy, planning and execution!