‍‍The Approach:
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My approach combined intensive, multi-method research to build a holistic customer view, followed by the rigorous synthesis of data into system-level planning tools.

Immersive Discovery:
We employed a multi-method research strategy, including facilitating cross-functional workshops, listening to live customer service calls for unfiltered pain points, and conducting in-depth customer interviews to uncover emotional drivers and shopping habits.

‍Synthesis and Prioritisation:
All findings were consolidated into a visual Customer Journey Map, highlighting friction areas across the four key stages (Discovery, Compare/Decide, Adding to Cart, Purchase). This allowed us to immediately pinpoint where effort would yield the highest return on investment (ROI).

‍Predictive Persona Development:
Research data was meticulously tagged and transformed into rich customer personas. Crucially, this effort uncovered new, untapped customer cohorts the brand had previously overlooked.

‍The Service Blueprint:
I synthesised all insights into a Comprehensive Service Blueprint. I know Service Design is a mindset shift and not an artefact and many blueprints just end up collecting dust. However, visuals help explain the problems to teams and execs and help us clearly see the problems. This artefact provided the executive team with a single, holistic view of the customer experience against the internal operational reality, proving the necessity for process and technology over just interface changes.

Co-Creation:
I facilitated co-creation workshops following the blueprint to collaboratively brainstorm practical solutions for the high-priority problems identified.
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