Challenge
The company needed to transform its customer service experience across digital self-service and call center support. The challenge was to bridge the gap between advisor tools and customer-facing systems, ensuring a seamless and user-centered experience.

My role
I was part of the consultancy team who worked closely with internal teams to pursue a human-centered approach, and my role for about a year spanned across service design, UX research, co-creation and as Experience designer across the solution phase.

Auditing the self-service platform – I conducted heuristic evaluations to assess hygiene factors in terms of usability as well as alignment across some differenting parameters taken from BT’s customer service ambition.

User & advisor research – I ran in-depth interviews with customers and call center staff, along with on-site shadowing, to uncover pain points and digital maturity gaps.

Customer Journey mapping – We developed extreme personas to simplify complexity and highlight key user scenarios for the ideation phase

Co-creation workshops – Facilitated cross-functional sessions with customers, advisors, and leadership to break silos and generate solutions.

Rapid prototyping & concept testing – Designed and tested three competing digital solutions, ensuring user feedback shaped the final direction.

Defining future-state journeys – I’ve detailed and delivered the concepts for both customer-facing and advisor interfaces, balancing technical feasibility with the respect of our user-centered vision.

Iterative testing & validation – I conducted multiple usability tests on desktop, mobile, and advisor systems, refining the design through continuous feedback.