As the client engagement lead and principal experience designer, I oversaw stakeholder management and led a cross-functional team of business analysts, tech leads, and developers. Our core aim was to spotlight areas for improvement and shape a roadmap that hit the mark.
Working hand-in-hand with the tech lead, we guided and mentored junior team members. The roadmap we developed balanced technical feasibility, user experience, and business goals to ensure it was comprehensive and actionable.
Service Blueprint
Through a mix of interviews and workshops, we gathered insights from both internal teams and external stakeholders. This formed the backbone of a service blueprint, providing a holistic view of the renewals process and revealing how everything interconnected.
Identifying Waste
We mapped time spent on tasks across the blueprint to uncover where waste was piling up (shown above. The client initially suspected the finance team was the bottleneck, but our research and data led approach clearly showed it was marketing who were bearing the brunt, thanks to endless manual workarounds stemming from inconsistent data.The bulk of the waste concentrated in just three teams. While individual pains were brief, their repetition added up to massive inefficiency over time.
User Journey
To dig deeper, we created in-depth user journeys for granular insights, which we then layered into the main blueprint for a richer, more detailed picture.
membership
excellence
Strategic Service Design for Membership Excellence
This professional membership organisation, serving over 115,000 members, faced significant internal hurdles, including outdated systems, inconsistent data, and reliance on manual 'workarounds' that undermined their ability to deliver a great member experience. They required a strategic intervention to accurately diagnose these inefficiencies and develop a practical, high-impact action plan. As the Client Engagement Lead and Principal Experience Designer, I led a cross-functional team to conduct a comprehensive analysis, culminating in a clear, executable roadmap designed to balance technical feasibility, user experience, and critical business goals.
Our methodology was rooted in deep discovery and visualisation, leveraging interviews and workshops to create a Service Blueprint that mapped the entire member renewal process and exposed hidden interdependencies. By mapping time spent on tasks, we identified the true source of waste, revealing that marketing, not finance, bore the heaviest burden due to extensive manual workarounds caused by inconsistent data. This data-backed insight, supported by granular User Journeys, informed the creation of a prioritised NOW, NEXT, LATER Roadmap. Through co-creation workshops and technical mapping, we provided the organisation with a pathway to eliminate systemic inefficiencies, modernise outdated systems, and deliver the seamless, high-value experience essential for retaining and growing their substantial membership base.
service design
service design
Roadmap Components
Armed with all this data, we built a NOW, NEXT, LATER roadmap hat included the WHY behind each item and its BENEFIT. Prioritisation factored in value to users and the business, alongside technical considerations, ensuring every step was strategic and impactful.
User and Technical Insights
We ran co-creation workshops to prioritise the biggest pain points and brainstorm solutions. Paired with interviews from internal development and data teams, we also crafted a technical map. This brought together the lenses of design, tech, and business, fostering alignment and innovative ideas for real change.
Impact and Outcomes
This work didn't just highlight problems, it paved the way forward. By addressing outdated systems and data inconsistencies head-on, the organisation was left with an actionable roadmap that would eliminate workarounds, streamline processes, and deliver the seamless experience their members deserved and wanted. It set them up to retain and grow their membership base with confidence.
MORE
PROJECTS
let's talk,
design
