Fifteen years of practice and delivery

Service Design & Value Enablement Consultant

Retained to connect luxury guest experiences to commercial outcomes across the One&Only, Atlantis and SIRO brand portfolio.

• Developed a commercial value-enablement playbook that strengthened the operating model, clarified ownership and improved commercial prioritisation across brand, CRM, operations, data and finance.
• Created lifecycle frameworks for portfolio-level guest relationship growth, moving beyond single-property conversion towards long-term share-of-life value.
• Shaped an Experience & Innovation Management Office concept and a 3-year strategy connecting guest and employee experience to Board-level targets.

Senior Service Designer / CX Designer

Engaged by ADL Middle East to guide a financial-services CX and digital-transformation assignment.

• Supported ADGM's CR&M digitalisation project: customer lifecycle and ecosystem mapping, international benchmarking, and prioritised initiatives across Salesforce optimisation, knowledge-base governance, customer-facing AI service channels and internal GenAI support.

CX Workshop Facilitator / Service Designer

Co-designed and facilitated a standalone Customer Experience learning programme for stc senior leaders.

• Ran workshops covering customer-centricity, persona building, journey mapping, employee empowerment, CX metrics, data-driven personalisation, omnichannel service and AI-enabled support.
• Kept this engagement focused on leadership capability and practical CX methods; it was not part of the Belong or Telstra work.

CX Strategy Facilitator / Service Designer

Developed and presented a standalone Value of CX leadership narrative for Telekom Srbija.

• Connected customer experience to organic growth, market resilience, cost efficiency and the practical ingredients of a customer-centric culture.
• Introduced total-experience thinking as a leadership framework for considering customer and employee outcomes together.

Principal Designer

Hired to build XWORX's service design capability and delivery quality, and grow the team behind it.

• Led design, innovation and service design engagements across government, aviation, energy and mobility, developing innovation roadmaps and coaching design teams.
• Selected work: ADQ design thinking training (100+ participants), TAQA COP28 innovation bootcamp, Dubai Future Foundation telecoms foresight, Etihad Airways airport journey mapping, ADNEC executive coaching.

Senior Service Designer

Contracted as a Senior Service Designer across two distinct Telstra engagements: 5G Home Internet and the B2B API Storefront.

• 5G Home Internet: conducted customer research and service-record audits, mapped journeys and touchpoints, and brought customer evidence into product and architecture decisions.
• B2B API Storefront: mapped the customer and developer experience, clarified data-sharing needs and aligned product, commercial and technical stakeholders.

Senior Service Designer

Engaged to bring structure and evidence-based prioritisation to a distributed, resource-constrained digital function.

• Created personas, feature blueprints, journey maps and prioritisation frameworks to help digital channels extend mission impact by reaching previously under-represented social groups.
• Rallied geographically distributed leadership around a metric-driven prioritisation approach, focusing limited resources on stronger mission outcomes and creating a unified digital roadmap.

Experience Design Consultant

Long-running advisory relationship shaping the end-to-end customer and visitor experience for a boutique wine producer.

• Designed brand and customer experience across digital, direct-to-consumer and on-site visitor touchpoints, advising on positioning and proposition as the business grew from launch to established operation at one digital and two physical storefronts.