Companies are rushing to launch digital voice experiences to keep up with the growth in customers' adoption of talking appliances and competitors' pilots. But their hopes to launch a killer Alexa skill or redefine the customer relationship will be dashed if they don't ground their strategy in customer insights and if they rely on the processes they've always applied to experience design (XD), unchanged. This report explains how CX pros should adapt their XD process to prioritize and maximize the impact of the voice experiences they pursue.