What I've done

Shop Direct Group Helpful Personalisation

Internal Shop Direct Group research had revealed a significant percentage of repeat customers felt frustrated that the Group's websites didn't recognise them as regular shoppers by presenting them with relevant products.

Shop Direct Group reach out to IBM to create a tangible vision of what a significantly more personalised shopping experience would look like for different customer personas and scenarios.

I worked with the Shop Direct Group's data team to get an indepth understanding of the research and the existing key customer journeys while technical colleagues worked to understand the potential of the Shop Direct Group IT landscape.

Following the UX and technical discovery, I prepared and co-facilitated a 3-day workshop at IBM's research lab in Haifa, Israel with Shop Direct Group staff attending alongside experts from IBM's research, industry and consultancy departments.

Subsequently I led a small design team working with Shop Direct Group staff to produce new customer journeys mapping internal processes and underlying technology components to identify what would need to change or put in place to deliver a more personalised experience for customers with the Shop Direct Group.

Low resolution Sample Customer Journeys

Sample Customer Journey Sample Customer Journey Sample Customer Journey

What I've also done

Salesforce

Experience Design Group, EMEA

Established the Salesforce Experience Design Group in EMEA with 4 regional teams (London, Berlin, Paris, Amsterdam).

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Burberry

B2B/B2E Social Business

Led a category-defining program from initial vision and concepts through to delivery.

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Unilver

Experience Design Advisory

Provided Experience Design coaching, org design and support to help Unilever establish their own design team.

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ING

Small Business Ecosystem Vision

Shaped a vision of how ING can help small business owners beyond financial products. Included a prototype app for testing.

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America Express

Next-generation Customer Service

Prepared and facilitated a workshop program aimed at producing a high-level future vision for next generation customer services.

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Shop Direct Group

Helpful Personalisation

Led the user experience team and co-facilitated workshops to define a near-future vision on the topic of "Helpful Personalisation" for Shop Direct Group.

More on personalisation at SDG