Brianna Van Zanten — VP of Customer Success, InCheq
Published:
An InCheq user may complete a task because it is part of their job, even if the experience is not something they would choose on their own. A customer has a very different relationship with the product because they can leave. That means a high completion rate in a compliance environment does not automatically prove that the same interaction would be successful in a customer-facing one. What I would take from InCheq is the simplicity and the low effort required to get to an outcome, not the assumption that because someone completed the action, they were truly engaged by it.
What does Brianna Van Zanten say on The Agile Brand podcast?
Brianna Van Zanten, VP of Customer Success, InCheq, says: A Q&A with Brianna Van Zanten, VP of Customer Success at InCheq, about designing lower-effort, higher-value user experiences. Van Zanten argues for subtraction over addition on product roadmaps, focusing on reducing cognitive load, rewarding attention with legible payoffs, and auditing decisions rather than features. She warns against gamification that rewards metrics not behavior, and stresses that completion (especially in captive or compliance contexts) is not the same as genuine customer engagement.
From: The Agile Brand podcast
Cite as: Brianna Van Zanten. (2026). On The Agile Brand podcast. Retrieved from https://research.agilebrandguide.com/insights/brianna-van-zanten-an-incheq-user-may-complete-a-task-because-it-is-part-of-the