A key point was that experience teams are most empowered when they are given as much end‐to‐end responsibility as possible. This is more likely to happen when the scope of ownership for each team follows other natural patterns of the business such as the sales channel, market segment, or user type. More often than not, this means creating a topology that is aligned by customer. Here are some examples of alignment by customer: By user type or persona (e.g., Riders Team, Drivers Team) By a market segment (e.g., Electronics Team, Fashion Team) By customer journey (e.g., Onboarding Team, Retention
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