SUMMARY
SUMMARY
Operating in challenging market conditions, the organisation needed help to define what the future experience should be for customers accessing their tools and services. I led a large-scale discovery project, with elements of journey mapping, service design and product design, to define this future state.
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CHALLENGE
CHALLENGE
With a suite of outdated tools and services, it was clear that the customer experience needed a significant transformation. Although the organisation possessed extensive internal expertise, there was no single, consolidated understanding of the end-to-end experience. Silos between lines of business and product teams further limited alignment, preventing the organisation from fully leveraging its own knowledge. As a result, a clearer, unified foundation was needed to guide future strategic investment decisions.
APPROACH
APPROACH
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Alignment on customer segmentation and business priorities.
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Stakeholder interviews to gather insights and perspectives.
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Review of strategic documents and existing research studies.
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Workshops to map and validate a complex ecosystem.
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Journey mapping workshops to build a view of the current state,
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Ideation and prioritisation sessions with a core group.
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Future-state journey design incorporating service design.
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Storyboarding sessions to create a video concept.
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Presentation of future state to drive alignment across 10+ departments.
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Scoping of AI integration opportunities into journeys to alleviate friction.
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Workshops to co-design a solution leveraging AI.
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Lo-fi prototyping to build a compelling business case.