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You’ve got a journey.
I help you design it well.

Hi! I’m Kylee Groves,  founder of West Experience Strategy.

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​I work with organizations to craft experiences that are intentional, human-centered, and designed to deliver results. Across the customer journey, I help you discover opportunities and make an impact.

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​I hold a degree in Experience Design and Management from Brigham Young University’s Marriott School of Business, where I studied under pioneers and leading industry experts in experience design and developed a strong foundation in both strategy and creativity. My work at destinations like Temple Square and Sundance has shown me the power of well-designed experiences in both meeting strategic business goals and leaving meaningful personal impressions on guests.​

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Curious how experience design can help you better meet customer needs and business objectives?

TheWest Approach

At West Experience Strategy, we are all about leveraging experiences to help you achieve your business objectives.​ Our approach blends research-backed insights, strategic clarity, and design thinking to help you:​

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  • Deeply understand the journey your customers or guests take

  • Discover and define opportunities to enhance your experience offerings

  • Align experiences with your brand’s goals, values, and desired outcomes

 

We’re your partners in developing or refining your experience strategy—whether you’re elevating an existing program, rethinking a service, or launching something new.

Utah landscape
Mount Rainier

Why West ?

A direction. A place. A way of being.

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Between being raised by a Texas cowboy, shaped by a few years spent in Washington, and finding roots in the Mountain West—I’ve always resonated with the spirit of the American West. It’s more than a place to me; it’s a mindset.

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At West Experience Strategy, the values of freedom, exploration, and grit guide everything we do. We’ve chosen to adopt the Cowboy Code of the West as our compass—grounding each project in integrity, clarity, and courage.

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  1. Live each day with courage

  2. Take pride in your work

  3. Always finish what you start

  4. Do what has to be done

  5. Be tough, but fair

  6. When you make a promise, keep it

  7. Ride for the brand

  8. Talk less and say more

  9. Remember some things aren’t for sale

  10. Know where to draw the line

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