Objective: For students to understand the relevance of user and customer experience as a guide to business model innovation and, therefore, to digitalization. Instructions: 1. Choose in teams a large and recognized company, it can also be a company from the Fast Company most innovative companies. 2. Analyze their physical and/or digital customer/user experience model. What are the processes that currently work? What would you change to these processes and how would you do it? Delivery specifications: - Modality: Group activity - Format: Word or PDF document - Format for references: APA