“I look at both sides: what the customer sees, and what happens behind the scenes to make it possible.”
I use design thinking, a clear framework, to help teams work through complexity.
Projects often begin with a brief that already points to a solution. I work closely with stakeholders to understand the objectives, audience, constraints and systems behind the service. Through conversations, I challenge assumptions and reframe the problem to solve, so we agree what success looks like before we design.
I look at what we already know: past data and customer feedback. It helps us build on what already works and focus on the problems that matter most to customers.
Where past data is thin, I start with desktop research, using AI to gather the knowledge. I then facilitate workshops and use journey mapping to help stakeholders identify pain points and opportunities.
As a team, we decide who we are designing for, create a persona, and walk through their journeys to find the moments that matter most. We brainstorm ideas for those moments, and agree a shared vision for the experience.
Working closely with product designers, I prototype versions of concepts to test with customers and employees. We listen to what works and what doesn't, iterate and improve as we go.
At handover, I use a service blueprint to communicate events across every channel leading to launch day. It gives working teams clarity and aligns customer-facing and backstage processes for seamless delivery.
Afterwards, we monitor and measure the customer impact and business revenue.
