Expertise | Innovation, Strategy, Proposition development, Insight.
Customer Experience Design Lead | British AirwaysLed a project transforming the digital customer experience by identifying and incubating new digital propositions.
Inventor | ?What If! Innovation
Partnered with some of the world's most-loved brands to solve brand, service and product innovation challenges using commercial insight. Clients included IHG, Heineken, Aviva, Absolut, Chivas, Bel, PepsiCo amongst others.
WHY I LOVE WHAT I DO
For me it’s the blend of unpicking a tricky problem, understanding people and designing a creative solution that genuinely engages them. I like simplifying complex things and I'm fascinated by (and enjoy researching) our world's pace of change.
A BUSINESS RESULT I'M PROUD OF
At British Airways I delivered a project to identify, design and prototype digital propositions that would transform the customer experience. I'm proud of the fact that as well as designing and running the process from start to finish, I brought a number of senior stakeholders together (with differing priorities) and had them work together with passion and energy to build a roadmap to deliver the propositions. The CEO then challenged us to launch 2 prototypes in 2 months – 6 weeks later and we had beta versions out to customers.
A BUSINESS REINVENTION I ADMIRE
Argos' transformation into one of the UK's leading digital retailers. As well as guiding the business through the cut-throat waters of retail, it has shifted stale perceptions of laminated catalogues and creaking high street stores.
Many saw Argos' large store footprint as its biggest downfall; lacking the nimbleness to react to shifting consumer habits and competitors from every angle. But, nearing the end of a 5-year transformation plan to 'Reinvent itself as a digital leader', Argos has proved them wrong. Now 50% of transactions are made online, they have added 90 physical stores in the last 2 year, and the business was recently purchased by Sainsbury’s for £1.4bn.
Put simply, the transformation plan gave leaders the freedom needed to do digital properly (unlike other high street giants); focusing investment where it was most needed to make their omnichannel experience as seamless and efficient as possible.