Brianna Van Zanten — VP of Customer Success, InCheq
Published:
More personalization, more touchpoints, and more content can sound like a better experience on paper, but every additional option also gives the user another decision to make. At a certain point, that creates cognitive load and choice overload… when users have too many buttons, paths, or decisions in front of them, they have to work harder just to figure out what they are supposed to do next. The better experience is often the one that feels almost obvious. If someone wants to start, they hit Start.
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-more-personalization-more-touchpoints-and-more-content-can