Experience Strategy & Design Foundations
Understand what great looks like. Define and map experiences that reflect your brand and business goals.
Design with Intent. Deliver with Impact.
Exceptional experiences don’t happen by chance — they’re planned, aligned and embedded across every touchpoint.
I help organisations design customer and partner experiences that are intuitive, consistent, and outcome-driven. That starts by deeply understanding current journeys, aligning them to business goals, and building the strategic frameworks to bring them to life.
Together, we map the experience, blueprint the service, and lay the foundations for sustainable, scalable delivery.
What I Deliver
Journey Mapping & Current State Analysis
Visualise how customers and partners truly experience your business — and identify where the gaps are.
- End-to-end customer and partner journey mapping
- Pain points, moments of truth, and value delivery analysis
- Persona development and segmentation
- Qualitative and quantitative insight integration
Service Design & Experience Blueprinting
Translate experience goals into structured, executable designs.
- Experience blueprints covering people, processes and systems
- Cross-functional service mapping
- Frontstage and backstage alignment (what the user sees vs. what supports it)
- Channel, content and support design
Voice of Customer & Feedback Loops
Make customer insights actionable and embedded into decision-making.
- VOC strategy and feedback capture mechanisms
- Listening posts at key journey stages
- Integration of surveys, analytics, and behavioural signals
- Closed-loop feedback and service recovery design
Experience Measurement & KPIs
Define what success looks like — and track it.
- Metrics framework aligned to business outcomes
- Customer satisfaction (CSAT), Net Promoter Score (NPS), Customer Effort Score (CES)
- Partner satisfaction and engagement metrics
- Experience quality baselining and performance dashboards
Experience Vision & Principles
Establish the north star for how you design and deliver experience across the organisation.
- Experience design principles and pillars
- Brand-aligned experience themes
- Experience north star statements and storytelling
- Governance and ownership models for CX/PX
Outcomes You Can Expect
- A clear and shared understanding of current and target experiences
- Actionable artefacts like journey maps, blueprints, personas, and KPI dashboards
- Stronger alignment between teams, systems, and customer needs
- Prioritised opportunities for improvement and innovation
- Foundations for continuous experience delivery and uplift
My Approach
- Discover – Gather insights from customers, teams, data and existing journeys
- Map & Design – Create current state visuals and define future-state experience models
- Align & Enable – Work with leaders and teams to embed the vision and enable delivery
- Measure & Improve – Define the metrics and processes to evolve the experience over time
Every experience I help design is backed by insight, shaped by your brand, and built for real-world delivery.
Key Strategies for Optimisation
Customer-Centric Approach
- Personalisation: Use data analytics and AI to offer personalised recommendations and services.
- Omnichannel Engagement: Ensure seamless experiences across various touchpoints (online, in-store, mobile).
- Feedback Mechanisms: Implement systems to gather and act on customer feedback in real-time.
Streamlined Partner Management
- Effective Communication: Maintain clear, consistent, and transparent communication channels.
- Collaborative Platforms: Utilise digital platforms to facilitate easier collaboration and information sharing.
- Incentive Programs: Design mutually beneficial incentive structures to strengthen partnerships.
Leveraging Digital Capabilities
- Data Analytics: Employ advanced analytics to gain insights into customer and partner behaviors and preferences.
- Automation: Streamline processes through automation to enhance efficiency and reduce errors.
- AI and Machine Learning: Integrate AI and ML to predict needs, personalise interactions, and optimise supply chains.
Business Benefits
Increased Customer Satisfaction
- Personalised experiences and responsive service lead to higher levels of satisfaction.
- Satisfied customers are more likely to remain loyal and continue doing business with the company.
Enhanced Customer Loyalty and Retention
- Providing exceptional experiences fosters strong emotional connections.
- Loyal customers are less likely to switch to competitors and are more likely to become repeat buyers.
Higher Revenue and Growth
- Satisfied and loyal customers tend to spend more over their lifetime.
- Positive experiences drive upselling and cross-selling opportunities.
Positive Word-of-Mouth and Brand Advocacy
- Happy customers are more likely to recommend the brand to others.
- Positive reviews and referrals can significantly reduce customer acquisition costs.
Improved Customer Insights
- Optimising customer interactions generates valuable data and insights.
- Companies can better understand customer preferences and behavior, informing strategic decisions.
Stronger Partner Relationships
- Streamlined processes and effective communication enhance trust and collaboration.
- Stronger relationships lead to more successful partnerships and mutual growth.
Increased Partner Productivity
- Providing partners with the right tools and resources enables them to operate more efficiently.
- Higher productivity results in better service and faster turnaround times.
Better Alignment and Integration
- Optimised capabilities ensure that partners are aligned with the company’s goals and strategies.
- Improved integration leads to more cohesive and coordinated efforts.
Enhanced Innovation and Co-Development
- Collaborative platforms and open communication foster innovation.
- Partners can contribute new ideas and co-develop solutions that benefit both parties.
Scalability and Flexibility
- Efficient partner management systems allow for easy scaling of operations.
- Companies can quickly adapt to market changes and expand their partner network as needed.
Competitive Advantage
- Superior customer and partner experiences differentiate a company from its competitors.
- A strong reputation for excellence attracts more customers and partners.
Operational Efficiency
- Streamlined processes and effective use of technology reduce operational costs.
- Efficient operations improve overall business performance and profitability.
Agility and Responsiveness
- Optimised capabilities enable faster decision-making and response to market changes.
- Companies can quickly adapt to new opportunities and challenges.
Enhanced Brand Reputation
- Positive experiences contribute to a strong and positive brand image.
- A reputable brand attracts and retains both customers and partners.
Long-Term Sustainability
- Building strong relationships and delivering consistent value ensures long-term success.
- Sustainable practices foster loyalty and stability in the business ecosystem.
Ready to Build the Experience Your Customers Deserve?
Whether you’re starting from scratch or refining what’s already there, I’ll help you craft experiences that create loyalty, advocacy, and long-term business impact.