Matthew Ames - Idea Couture

VP, Service Design / CX

With two decades of experience in digital, Matthew’s passion stems from a deep-rooted empathy for people, an insatiable curiosity of how things work, and an innate compulsion to design better systems. Matthew cut his teeth in the early days of digital, and when he’s not evangelizing the roles of design thinking, human centred design, and customer experience, he’s jamming with other practices to develop new GTM strategies, value differentiation, and opportunities that push experience boundaries for organizations and their customers.

A veteran of the worlds of digital agencies and startups, Matthew has built a depth of expertise in digital strategy, service design, performance marketing, and digital media strategy. He has led cross-functional teams to not only understand the motivations behind human behaviour, but to also deliver truly compelling customer and employee experiences for clients such as The World Bank, Fannie Mae, AARP, Petro Canada, Mars, FedEx, and Allstate.

Matthew holds a BSc from Boston University.

Matthew Ames
VP, Service Design / CX