About the project
Goal: Seamlessly integrate AI into daily workflows by leveraging a virtual assistant to enhance interaction with the Customer Listening Platform (CLP).
Motivation: The CLP—designed to present CSAT, CES, NPS scores, and customer verbatim—was underused. Users struggled to find and interpret data to prioritize SPARK platform improvements. With limited resources for a redesign, a virtual assistant (AISA) offered a low-effort solution to boost usability and engagement.
Result/improvements: A simple, engaging way for users to access key customer insights. AISA enables intuitive navigation and proactively surfaced relevant data, allowing users to act faster and more confidently. This approach led to a notable increase in CLP engagement, reviving the platform without major development efforts.
My role(s)
Research:
- Participants recruiting, Exploratory research
- Conducting prototype usability tests with users
- Data analysis
Management:
- Product Management
Design:
- Strategy design, UX & UI design prototype
Strategy:
- Roadmap
About the project
Goal: Design a platform that inspires and informs, seamlessly connecting the Sales and Inspiration experiences. Enable easy content management and improve customer engagement through intuitive access to both products and inspirational content.
Motivation: The existing website lacked a CMS, making content uploads difficult and leaving valuable content hidden. Customers struggled to find relevant inspiration beyond basic product details, leading to missed engagement and sales opportunities.
Result/improvements:
- Simplified and accelerated content publishing for associates.
- Enhanced customer experience with easy access to inspirational content.
- Significant increase in visitors and add-to-basket actions through better content discoverability.
*This project 'doubled' as start of the implementation of the Design System and Brand Guidelines (Omni-channel) and as support to get design thinking embedded as a tool.
My role(s)
Research:
- Workshop facilitation, Participants recruiting, Interviewing
- Conducting prototype usability tests with customers
- Data analysis
Management:
- Acting PO decision-making
Design:
- Project management Design System set up
- Co-creation and acting as PO on design decision-making
- Design Team lead: Information architecture, Brand Guidelines and Design System incl. implementation
- Supervision & Guiding the content makers though the adaption
Strategy:
- Roadmap
About the project
Goal: Simplify and standardise the repairs and returns process for products and packaging, improving transparency, efficiency, and customer experience.
Motivation: Research revealed that customers perceived the repairs and returns service as unclear and frustrating - a major pain point. The process, handled via email or phone, lacked transparency, leading to errors, delays, and a reliance on trust. Internally, it was labour-intensive, inconsistent, and costly due to low UX maturity and an inside-out approach.
Results/improvements: Intuitive, 24/7 online returns system with automated email notifications, customers had clear visibility and faster request handling.
- Standardized internal workflows across the company, reducing manual effort and errors for associates.
- Improvements were driven through co-creation workshops, aligning teams around user-centered solutions, which improved adaptation.
- Customer satisfaction increase, operations streamlined, and processing time and costs reduced.
*This project also served as a pilot for adopting a headless architecture, supported by the new design system.
My role(s)
Research:
- Recruiting and Interviewing customers and employees
- Customer Journey mapping > Service Blueprint mapping
- Conducting prototype usability tests with customers
Management:
- Project management
Design:
- Prototype, flow and components
Strategy:
- Roadmap, Workshop facilitation to create ways of working
- Recommendations for process improvements (supporting/below the line) & implementation