Case Studies
Selected projects that show how I lead, contribute, and deliver impact
Energy
Service and Product Design | Research | Digital Strategy
Reimagining operations management to deliver on a health and safety vision for a global energy leader
Led a multi-phase discovery to shape the future of a critical operational system. Combined human and AI-powered research to map journeys, blueprint services, and prototype concepts — aligning leadership around a 2025 roadmap linked to safety priorities.
➝ Secured multi-million investment for portfolio delivery, aligning senior leaders across Safety, Risk, and Ops, and laying the foundation for safer, more efficient operations in one of BP’s highest-risk functions.
Public Health
Service Design | UX Strategy
From crisis to readiness: Designing public health services in response to COVID
Shaped three national services during the pandemic — including antiviral rollout, asymptomatic testing, and future hazard planning. Used co-design, blueprinting, and speculative design to improve readiness, and responsiveness.
➝ Delivered new service planning tools and flexible support models adopted across teams, improving patient communication and helping the government respond faster to public health threats.
FMCG
Service Design | EX Strategy | Research
Improving finance operations at AVON through employee-centred design
Led field research across Mexico to uncover root causes of inefficiency and attrition in the sales process. Mapped the end-to-end employee journey to reveal friction points and co-created a new experience vision — culminating in a rapid prototype of a digital onboarding tool to improve clarity, engagement, and trust.
➝ Secured senior buy-in through prototyping and projected $13M in impact, including $3M in bad debt reduction, by transforming onboarding into a clearer, more engaging experience for employees.
Energy & Mobility
Product Strategy | CX Strategy | Research
Developing new service propositions for high-value Fleet customers at a global energy company
Created a customer-centric product value strategy for micro Fleet customers across Europe — focusing on onboarding, trust, and acquisition. Developed new service offers around a simplified digital experience to improve onboarding and perception.
➝ Informed a strategic refresh that cut onboarding time from 40 minutes to 2, improved customer trust, and unlocked new focus on this high-value segment.
Charity and Health Services
Digital Strategy | Service and Product Design | Systems Design
Macmillan Cancer Support: Redesigning an ecosystem around the people it serves
Designed future-state journeys, ecosystem maps, and service propositions to reimagine Macmillan’s digital experience across patients, carers, and fundraisers. The work shaped a unified strategy grounded in emotional needs and enabled a more connected, user-first service model.
➝ Translated fragmented journeys into a single, connected experience. Equipped teams with clear tools to prioritise content, features, and platforms — building confidence in decisions and enabling a more inclusive, emotionally attuned service.