As a day-to-day Product Owner for the Playbook product and service I helped the team align around the shared vision and set priorities for product development.

I worked with innovation, R&D, data science and design teams across Shell and external consultancies to distill our best practices into a unified methodology for delivering digital products and services and champion it within the organisation.

As a Content Curator I defined the content types and structure and worked with contributors from multiple disciplines and a copywriter to create the methodology content, edit it to have a coherent approach in the right tone of voice.

As a Product Manager I coordinated work of designers and developers.

I created a product road map in collaborated with change managers to plan how to introduce the methodology in the organisation, based on the change impact assessment.

August 2018 — February 2019

Shell
Strategic Design Lead

Advanced Analytics programme of work: laying foundations for a data-driven culture at Global Commercial part of Shell, improving end-to-end sales process by providing actionable data insights

The purpose of the this programme of work was to provide actionable data insights helping the sales organisation make more informed decisions. It included many projects addressing specific opportunities.

As a Design Lead of the Advanced Analytics programme of work I worked with a Product Owner to define use cases, plan team structure, timing and budget for each use case.

Contributed human perspective to business evaluation and prioritisation of potential use cases led by McKinsey business consultants.

Introduced and advocated the value of design thinking and service design methods to data scientists and business consultants.

Planned user research, facilitated workshops with senior stakeholders, conducted interviews.

We experimented with and continuously improved ways of working of multi-disciplinary teams coming from distinctly different cultures, including designers, researchers and innovation analysts; business consultants, data engineers and data scientists.

Identified opportunities for effective collaboration of design, business and data science streams of work to complement each other’s perspectives at every stage, from defining and testing hypotheses to evaluating available data sources, building data models and producing actionable insights genuinely valuable for users.

Created a data-driven design Blueprint to codify what we have learnt about running advanced analytics projects. 

Produced training materials on data & design driven innovation for Analytics Academy, set up by McKinsey to train Shell employees at different levels within the organisation to understand the potential of using data in their work.

March 2018 —
July 2018

Just Eat
(contract with Beyond)
Service Design Manager

Identifying and prioritising opportunities for improving Just Eat service from customer, restaurant partner, delivery driver and customer operations perspectives
See case study

Planned a service design programme of work for Just Eat and managed a service design team from Beyond (service designers and business analysts)

Prepared research plan, including understanding end users, restaurant partners, delivery drivers and customer care agents 

Conducted interviews, ethnographic research, field trips with the team.

Identified core reasons for low customer satisfaction rating of Just Eat customer care and made recommendations for improvement, including improving call triaging process, changing incentives for some call agents and providing additional training for handling challenging calls

Facilitated ideation and validation workshops with business stakeholders to capture internal perspectives on how to improve customer experience

Prioritised opportunities that we identified through first hand qualitative research using quantitative & qualitative research data collected by Customer Insights team (e.g. categorised transcripts of calls, chat and email, feedback and surveys)

Communicated our findings in As Is Experience Map and As Is Blueprint

Created a future vision of service experience and handed it over to Customer Insights team

December 2017 — March 2018

NHS Digital
(contract with Kainos)
Service Design Lead

Social care for old people: identifying opportunities to improve the process of arranging, funding and receiving social care and provide better support and guidance for old people and unpaid carers.
See case study

User research: our team interviewed people receiving social care,  their carers, and people involved in providing  information, advice, assessment, care and support

Value Exchange Map clearly communicates all social and medical care options available to old people including organisations and people involved in providing information, advice, care and support

Experience Matrix maps out every possible way of finding, arranging, funding and receiving social care, and helps to quickly consider various scenarios, and document insights into pain points and highlights specific to each scenario

Task Models analyses typical decision making process to inform when and what information is presented to users

Emotional Map shows feelings, emotions and behaviour patterns of people needing social care, and helps content editors address their concerns

Provided recommendations to improve information sharing between all parties involved in providing care, e.g., GPs, hospital doctors, social workers and informal carers

We applied GDS service standards in our work

September 2017 — November 2017

ICIS
(contract with Tobias & Tobias)
Principal Service Designer

Improving customer experience of ICIS — the world's largest petrochemical & energy market intelligence provider — product and service strategy, user research, UX prototyping

Conducted stakeholder interviews & end-user interviews in the UK, Germany and Netherlands

Designed and tested concepts and prototypes at a petrochemical industry conference in Netherlands

Delivered Service Design & Design Strategy and high level concepts based on User Research

July 2017 — August 2017

Moorfield Eye Hospital
(contract with EY-Seren)
Principal Service Designer

Ideation of future experience of patients and medical professionals at the new building of the largest eye hospital in the UK

June 2017 —
July 2017

GlaxoSmithKline
(contract with EY-Seren)
Service Design Lead

Improving experience of Buying Goods & Services across GSK: user research & service design

June 2017

Bettson
(contract with EY-Seren)
User Researcher

Understanding behavioural patterns of sports gamblers: a diary study and in-depth interviews

May 2017

EY (contract for EY-Seren)
UX Lead

Digital Passport for small to medium enterprises: defining personas and service proposition

March 2017 —
May 2017

EY (contract for EY-Seren)
Service Design / UX Lead

Retirement Manager app, helping retired people be in control of their finances: new service proposition, UX design and mobile app prototyping

December 2016 — February 2017

Schlumberger
(contract with RMA)
Service Design Lead

Improving experience of Schlumberger software users, e.g. oil reservoir engineers: user research and service design

Interviewed senior stakeholders and customers

Designed Schlumberger Ecosystem Map (oil and gas upstream)

Experience Map for Schlumberger software customers

Prioritised goals of each user type and opportunities to improve the product and service service proposition

September 2016 — December 2016

Commerzbank
(contract with Fathom)
Service Design / UX Lead

Onboarding to Client Portal: optimising the process & digital experience

Leading Experience Design of onboarding to Commerzbank trading platform

Process flows, mapping out how the process currently works online and offline and everyone involved

Identifying opportunities for improvement, working closely with the client to prioritise possible solutions

Working closely with a visual designer to produce interface designs

April 2016 — July 2016

Lloyds Banking Group
(contract with Sapient)
Creative Director
(Experience Design)

Appointment booking and Authentication across all banks of the Lloyds Banking Group
See case study

Leading Experience Design part of an incubation project

Running a series of workshops and presentations with client stakeholders designed to help them identify opportunities for improvement and prioritise potential solutions

Planning User Research for the project

Managing UX and visual designers to produce final deliverables

Participating in Experience Design leadership team of a digital transformation project across Lloyds Banking Group

High level Service Blueprint: identifying all possible ways of completing user journeys through all supported channels; it became the foundation of a more detailed Service Blueprint.

Experience Maps for core customer types, including illustrated narrative, thoughts, feelings, pain points, customer needs, colleague, business needs as well as matching features and capabilities

September 2015 — March 2016

Crowdmix
Service Design / UX Lead

Social music app, connecting artists with fans and sponsor brands: defining a service proposition from scratch
See case study

Introducing and promoting service design in a product-led company, mapping out end-to end service experience, including every interaction with Crowdmix and everything that needs to happen to support it

Service Ecology diagrams for core types of users, mapping out their world, their goals, interests and priorities, who they interact with, how, where and why

Service Blueprint - a document showing how the service is delivered to customers through each channel, what each type of internal users need to do to support each step of the journey and what technology is required to support it.

Value Exchange Flow diagram for the company, demonstrating value exchange with all types of organisations the company works with

Process flows — working with internal teams to help them define the most efficient way of working, and provide input to milestones and KPIs.

User journeys, site map, wireframes, prototypes for Artist portal

Mobile design and prototyping for Crowdmix app

November 2013 — November 2014

Citrix
Lead Product Designer

XenMobile — a platform for controlling mobile devices of large corporations: UX and prototyping for the console; improving workflows and collaboration of internal teams supporting the service
See case study

Optimising an admin console for employees of large companies to set up, manage and control all corporate mobile devices within their organisations. Simplifying content and creating new interaction models, detailed interactive prototyping.

Citrix applied for a patent for one of the interaction models I created.

Service design.  Mapping out overall user experience of XenMobile console across all channels, online and offline for each persona. Identifying connections between user journeys of different personas and opportunities for improvement.

Creating a UX components library to document best practices for all UX patterns used in the console

February 2013 — July 2013

Sky
UX lead 

Products and Shop areas of sky.com (TV, Broadband and Mobile sections): managed UX team, optimising the shopping experience

Concept design and prototyping new ideas for presenting Sky proposition in the most effective way for new and existing customers. Introducing personalisation, using dynamic components and reducing duplication

Responsive design, optimising Sky Shop for mobile, tablet and desktop

Working closely with user research team and business stakeholders to optimise Sky Products and Shop areas based on user feedback within existing technical constraints

Service design: mapping out entire user journey and the way users interact with Sky brand through multiple channels online and offline. Identifying opportunities for making user journeys using different devices simpler, more consistent and seamless

November 2011 — December 2012

Vodafone Global 
UX Lead

Browse and Select, Basket and Checkout sections of www.vodafone.co.uk: managed UX team optimising shopping experience
Defined UX best practices for Vodafone

Defining UX best practices for Vodafone

Defining UX standards by designing UX components as a library of UX design patterns and interface elements , which can be used by UX designers as building blocks to save time and ensure consistency across all Vodafone projects

This library includes interactive prototypes and annotations for including in wireframes specification documents

This work was done in close collaboration with front-end development team and accessibility team to make sure that each component has been thoroughly tested and optimised and is accessible

The intention was to introduce this library and refine it with UX team at Vodafone Group and Vodafone UK and then distribute it to other operating countries.

I was also asked to define best practices for creating wireframes specifications  to be used by all UX teams, outlining the structure, core and optional elements that should be included in each specification document with emphasis on Templates and Components and removing duplication instead of documenting every variation of every page

Re-designing and optimising Checkout, Basket and Browse and Select sections of Vodafone site

Redesigned and optimised Checkout process for desktop and mobile platforms

I worked closely with the business analysts and user testing managers to identify the bottlenecks and minimise information users need to enter to what is absolutely necessary

Optimising Basket layout and functionality to support complex business rules

Optimising Vodafone eShop

February 2007 — October 2010

Artstream
Founding Director
Product Manager

Cross-platform social application for museums and art fairs, clients include: Tate Modern, Smithsonian Art Museum, Kinetica Art Fair, Future of Sound

User experience and information architecture for a software product with desktop, mobile and touch screen kiosk interfaces

Product management: working with front- and back-end developers on developing the software product and customising functional and branding requirements for individual clients

Interface design & branding

New business development

Usability testing

August 2010 — October 2010

HSBC
(contract with Profero)
UX lead

Mortgage information: improving experience of finding the right mortgage

Landing pages for different types of mortgages

Optimising the process of finding the right mortgage through using interactive tools, customising content of each page based on the choices a user has already made

July 2010

Marks & Spenser
(contract with Profero)
UX Lead

Christmas campaign

Optimising a task flow for the Christmas marketing campaign, including a hub of widgets that help customers prepare for Christmas, e.g., choosing the right gifts, planning Christmas party, decorating the house, etc.

June 2010

MINI
(contract with Profero)
UX Lead

Great British Roar — Olympic marketing campaign

Creating a task flow for an integrated marketing campaign, including a countrywide rally, a phone application and a Facebook application

Wireframes for a Facebook application and a promotional page on the mini.co.uk site

January 2010 — May 2010

Virgin Media
(contract with EMC)
UX Lead

TV, Broadband and Mobile packages selection, Checkout: optimising shopping experience

TV section

Broadband section

Checkout

September 2009 — October 2009

Department of Health
(contract with Sapient)
UX Lead

Midlife Check: an online tool for educating people about healthy lifestyle

online tool for educating people about healthy lifestyle, encouraging them to evaluate their lifestyle, set goals for improvement and supporting them through the process.

Creative workshops with the clients and the development team

Optimising the structure of the existing site (site map)

Wireframes

Briefing design agency

Working with a business analyst to complete functional specification for development

July 2009

House of Fraser

(contract with Tobias & Tobias)
UX Lead

User Experience strategy pitch

House of Fraser is a nationwide department store group, one of the largest in the UK

High-level competitor analysis

Identifying and highlighting best practices in the industry

Prioritising new technical requirements from the user experience perspective

Planning User Experience workflow, from quick wins to long-term vision

June 2009 — July 2009

Fidelity Investments
(contract with Tobias & Tobias)
UX Lead

Financial Planning application: optimising workflows for financial advisors

Usability review

Site Map and designing new wireframes

November 2008

RosGosStrakh
(contract for Conchango)
UX Lead

User Experience strategy pitch for the 3rd largest company in Russia

Competitor analysis

Usability review of the existing site

High level experience planning should the project go ahead

September 2008 — October 2008

Barclays Capital
(contract with Tobias & Tobias)
UX Lead

BARX — trading applications portal for investment banking

New concept for a portal, providing entry points and promoting all trading products and services to corporate investment bankers

Interviewing key stakeholders

Collaborative design workshop with traders

Task flows

Site map

Wireframes

Art direction: working closely with graphic designers to explore several UI ideas

August 2008

Visa
(contract for Conchango)
UX consultant

Real-time payment system

July 2008 — August 2008

Waitrose
(contract with Conchango)
UX Lead

Product Information Catalogue

Task analysis

Interviewing stakeholders to understand existing processes and actions of each type

Detailed task flows for all types of users (12), demonstrating how to optimise typical task flows

Site Map

Wireframes for 2 primary personas

June 2008 — July 2008

Dunnhumby
(contract with Conchango)
UX Lead

I designed the first visual application for customer intelligence data of Tesco supermarket chain (Ranger)

Ranger: business intelligence application

Workshops with stakeholders to understand current workflow really well and identify areas which can be improved

Developing Personas

Task flow document

Site map

Wireframes to support and optimise existing workflow

User Testing to refine UI

May 2008 — June 2008

First Direct
(contract with Conchango)
UX Lead

Mortgage selection: optimising mortgage selection and application

May 2008

Exchange & Mart 

(contract for Conchango)
UX Lead

Buying used and new cars online

February 2008 — May 2008

Tesco
(contract with Conchango)
UX Lead

Tesco Digital Entertainment (Music and TV)

User Experience for a new online offering: Tesco Digital Entertainment

Music section:

Heuristic Evaluation

Film & TV section:

Task flows

Wireframes

Detailed requirements

UE workshops with developers and testers

Refining copy with copywriter

Working closely with business analyst and graphic designer

February 2008

Terra Actualidad
(pitch work for Conchango)
UX Lead

New concept for the News section of Terra website (Spain):
wireframes, designs, interactive prototype

August 2007 — December 2007

Russell Reynolds Associates 

(contract with Conchango)
UX consultant

Beacon Recruiter: a desktop application for a global executive recruitment agency with offices in over 50 countries

Interviewed recruitment agents

Designed workflows and interfaces for every stage of executive recruitment management process for each role (UX & UI)

Helped the team to plan and track the app development progress using a site map

Developed a set of icons for the app

Facilitated workshops with developers and testers

April 2007 — November 2007

HiFX
(contract with Conchango)
UX Lead

ePayments application: international currency transfers online

Task Flow

Site Map

Wireframes

Designs

Usability testing (5 stages)

January 2004 — June 2005

University College London
& Great Ormond Street Hospital
Graphic & Web Designer

Designing posters for medical research, web sites and animations, updating ICH UCL websites

before…

Publishing houses in Moscow
Book & magazine designer
Illustrator

Book design, magazine design, illustration from traditional ink drawing, engraving and linocuts to typography, calligraphy and computer graphics