Ep. 47 – STAIR: A research-backed methodology for adopting AI w/ Louise Harder Fischer and Martin Lassen-Vernal
How do you maintain meaningful work when AI is rewriting your team's job descriptions faster than HR can keep up? This episode introduces STAIR (Social Technical AI Reflection), a structured methodology developed to help organisations navigate the human side of AI adoption, not as a one-time change project, but as an ongoing practice.
Noz is joined by Louise Harder Fischer, associate professor at the IT University in Copenhagen, and Martin Lassen-Vernal, head of communications at the City of Copenhagen, to discuss the five core questions that anchor a STAIR session, what a large hospital discovered about nurses and emotional communication, and why continuous reflection is the only honest response to continuous transformation.
What you'll learn:
What STAIR (Social Technical AI Reflection) is and why a communications team in Copenhagen created it
Why structured reflection is a more honest model for AI adoption than project-based change management
The five questions that anchor a STAIR session and how to run one with your own team
What a large hospital learned about nurses, patient relationships, and which communications should never be delegated to AI
Why job role security — not job security — is the real pressure point for most workers right now
How the STAIR methodology differs from top-down governance, and why that distinction matters at scale
Where to access the open-source STAIR methodology and starter materials.
🗣️ ABOUT THE HOST:
🔗 CONNECT WITH NOZ:
LinkedIn: https://www.linkedin.com/in/nozurbina/
Website: https://urbinaconsulting.com/
Book: https://contentstrategy-thebook.com/
🎙️ ABOUT OMNICHANNELX: The OmnichannelX Podcast explores the intersection of content, customer experience, and technology. Hosted by Noz Urbina, we bring you conversations with industry leaders navigating digital transformation.
Website: https://www.omnichannelx.digital/
Newsletter: https://mailchi.mp/645f8e163f9a/newsletter-sign-up-download-book
📧 GET IN TOUCH:
Have questions or want to be a guest?
Email: magda@urbinaconsulting.com
30 Oct 2025
Ep. 46 – Why your business metrics depend on good information architecture w/ Dan Brown
Why does information architecture remain misunderstood despite being fundamental to digital success? In this episode, information architect Dan Brown (Curious Squid) joins Noz Urbina to explore how IA goes far beyond website navigation. Using examples from taco truck franchises to enterprise fleet management, they discuss how structuring information around user questions can improve customer satisfaction, drive efficiency, and support business growth across all channels.
"When people ask me for a definition of information architecture, I describe it as the practice of designing structures... creating these frameworks that enable people to interact with information regardless of where or how that information exists." – Dan Brown
🎯 KEY TOPICS DISCUSSED:
• Three core business metrics that all decisions ladder up to: growth, customer satisfaction, and efficiency
• Frame every use case as a user question - both conscious questions ("How much is my phone bill?") and unconscious ones ("What should I pay attention to?")
• Three stakeholder types to address: money-focused (growth/efficiency), experience-focused (satisfaction), and tech-focused (scalability/innovation)
• IA creates multiple pathways through the same information based on different user needs and objectives
• Move beyond data tables - organize and present data in humane, meaningful ways that tell the right story
• Connect user questions to executive concerns - show how efficiently answering user questions impacts the three core metrics
• Use narrative storytelling with personas (like "Terry Taco Truck Owner") to make abstract IA concepts concrete and relatable
• IA is designing structures that enable people to interact with information regardless of where or how it exists
• Database architecture vs. information architecture - database architects store data efficiently, information architects weave it into meaningful stories
• The omnichannel imperative - everyone wants access to data in ways meaningful to them across all channels
What you'll learn:
Why information architecture is more than just website navigation
How to frame use cases as questions users are asking
The difference between database architecture and information architecture
Why metaphors both help and hinder the understanding of IA concepts
How to connect user questions to business metrics
The role of IA in omnichannel experiences
Practical approaches to selling IA value to stakeholders
How different audiences interact with the same information differently
🗣️ ABOUT THE HOST:
🔗 CONNECT WITH NOZ:
LinkedIn: https://www.linkedin.com/in/nozurbina/
Website: https://urbinaconsulting.com/
Book: https://contentstrategy-thebook.com/
🎙️ ABOUT OMNICHANNELX: The OmnichannelX Podcast explores the intersection of content, customer experience, and technology. Hosted by Noz Urbina, we bring you conversations with industry leaders navigating digital transformation.
Website: https://www.omnichannelx.digital/
Newsletter: https://mailchi.mp/645f8e163f9a/newsletter-sign-up-download-book
📧 GET IN TOUCH:
Have questions or want to be a guest?
Email: magda@urbinaconsulting.com
23 Sept 2025
Ep. 45 – From “words for money” to rethinking the value creation process w/ Bouke Vlierhuis
What if the problem with your marketing isn't that content takes too long to create? Noz Urbina and Bouke Vlierhuis examine how AI has shattered the traditional content workflow, revealing that creation was never the real problem – it was just hiding all the other broken processes. They explore practical AI use cases that actually work, why aerospace engineering principles apply to content strategy, and how to avoid becoming the person who just "looks over the ChatGPT texts."
🎯 KEY TOPICS DISCUSSED:
The "Chainsaw Effect" - How AI exposes all your process problems
Why 95% of AI projects fail (and how to be in the 5%)
The "Fountain Pen Syndrome" - Stop identifying with outdated skills
Process analysis is finally "hip" in marketing
From 2-week white papers to afternoon content creation
Why human-in-the-loop is non-negotiable The coming "trough of disillusionment" and how to prepare
📚 ABOUT THE BOOK:
Bouke's "AI Survival Guide for the B2B Marketer" (currently in Dutch) provides practical frameworks for B2B marketers navigating AI transformation. Not another prompt guide, but a strategic roadmap for process transformation
🔗 CONNECT WITH BOUKE:
LinkedIn: https://www.linkedin.com/in/boukevlierhuis/
Website: https://www.boukevlierhuis.nl/
Book: https://www.boekenbestellen.nl/boek/ai-survivalgids-voor-de-b2b-marketeer/74852
🔗 CONNECT WITH NOZ:
LinkedIn: https://www.linkedin.com/in/nozurbina/
Website: https://urbinaconsulting.com/
Book: https://contentstrategy-thebook.com/
🎙️ ABOUT OMNICHANNELX: The OmnichannelX Podcast explores the intersection of content, customer experience, and technology. Hosted by Noz Urbina, we bring you conversations with industry leaders navigating digital transformation.
Website: https://www.omnichannelx.digital/
Newsletter: https://mailchi.mp/645f8e163f9a/newsletter-sign-up-download-book
📧 GET IN TOUCH:
Have questions or want to be a guest?
Email: magda@urbinaconsulting.com
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