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Service Design

I utilise a human-centered approach, combining empathy, creativity, and iterative problem-solving to design seamless and meaningful experiences that delight customers and drive business success.

Translating User Insights into Business Opportunities


Led user-centered ethnographic research around senior fitness program for a healthcare company with 14 million members and 13,000 partner locations. Conducted over 70 interviews across regions and stakeholder groups, synthesized insights to inform ideation, and developed a strategy roadmap, identifying opportunity areas in revenue, engagement and communication.


  • Ethnographic research and trends analysis

  • Journey mapping and persona development

  • Ideation design & facilitation

  • Opportunity identification and prioritization

  • Iterative service design approach 


Design Sprint for
Digital Innovation


Led agile team in design sprint to explore solutions to pressing societial issues facing vulnerable populations. Applied a range of digital business concepts and methodologies to develop and build business propositions. Ran innovation sprint to collect insights, facilitated ideation session, created wireframes and go-to-market strategy and product roadmap. Culminated in a pitch to panel of senior business leaders.


  • Customer journey mapping

  • Business model canvas

  • Minimum viable product

  • Innovation narratives

  • User interviews & personas

  • Wireframes & prototyping

  • Go to market strategy & product roadmap development


Business Model Innovation Sprint


Led team of 4 MBAs through design-sprint to explore opportunities for growth in the aviation industry, factoring in decarbonization. Sprint included:

1. insight development - conducted stakeholder interviews, external secondary research, external interviews. synthesized insights from interviews and identified key needs and opportunities

2. ideation - designed and facilitated ideation session to explore opportunities leveraging How Might We, Analogies, Point of View, and other techniques to create a wide range of potential ideas for growth

3. portfolio development - leveraged criteria to narrow ideas into a range of time horizons, and with a few key themes, to present to client for further consideration

4. pitch - pitched ideas and placed in the semi-finals


  • Landscape analysis

  • Qualitative interviews & synthesis

  • Ideation design & facilitation

  • Prioritisation and evaluation

  • Solution development and iteration

  • Prototyping approach

  • Business model exploration through business model canvas

  • SWOT analysis


User-centered Strategy Redesign


Supported strategy re-development for Living Sport, a charity focused on improving the health, happiness and wellbeing of people through activity. Designed & launched survey to participants, conducted ethnographic interviews with internal stakeholders, partners & participants. Developed insights & recommendations from interview & survey data. Created personas to inform Living Sport’s brand review and strategic overhaul.


Engaged in follow up workshop for marketing team to gather insights from internal teams on Living Sport's key focus areas, and to ideate strategies to address them, including participants needs and desired solutions, key messages for communication, & prioritization of efforts.


  • Market analysis & research

  • User survey & synthesis

  • User interviews & personas 

  • Ideation and strategy development workshops

  • Customer journey mapping

  • Needs & solution brainstorming


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