I appreciate the thinking and am aligned with the all up approach. From a semantics standpoint, we’ve been calling this “strategy” for 20+ years, and in my experience working in UX at large agencies from the inception of digital agencies, it’s something a senior level UX person would be more than capable of doing. Maybe one of the reasons that a UX Designer is perceived as not taking into account multiple touch points is because until just a few years ago so many of these systems didn’t speak to each other, so a systemic approach wasn’t possible. Here’s where I am curious: Why we need to rename everything every two years? Why does everything have to be named XYZ Designer? And shouldn’t a good designer/strategist be able to solve for the need as opposed to the output (product vs service vs system)? Again, love the thinking, love the approach, just questioning the communication of it.