Portfolio & Case Studies
Work
Selected case studies — bringing structure to ambiguity, mapping customer journeys, and helping teams align around what matters most.
The pattern I keep coming back to: understanding people, making sense of complexity, and helping teams turn insight into better experiences.
From mess to shared understanding.
Selected engagements
Change Enthusiasm Global
Seeing the bigger picture: mapping the customer journey
A customer journey strategy project to better understand how CEG's ideal customers experienced the journey of discovering, evaluating, and ultimately deciding whether to engage with them — from research through synthesis to focused recommendations.
- Synthesizing stakeholder and customer insights
- Building empathy around needs, questions, and friction points
- Mapping the end-to-end journey
- Identifying key moments that mattered
- Translating insights into focused recommendations
What mattered most wasn't the final journey map — it was helping a team move from a collection of assumptions and observations to a shared understanding of the customer experience.
Experience & Service Design · Customer Experience · Journey Mapping
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Mural
Bringing structure to ambiguity: redesigning consulting services
A consulting-services redesign project that started with a lot of inputs — research findings, customer and partner needs, operational constraints, and several possible ways the service could evolve. My role was to help bring structure to that ambiguity.
- Exploring three potential service-model approaches
- Using LUMA methods — “Rose, Thorn, Bud” and “Statement Starters” — to surface strengths, risks, and opportunities with all key stakeholders
- Mapping a future-state service blueprint across customers, internal teams, and service providers
The most energizing part wasn't creating the artifact (still very fun) — it was transforming a messy set of inputs into a shared understanding of how the service could work better. Research → synthesis → alignment → service design.
Experience & Service Design · Human-Centered Design · Systems Thinking
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Change Enthusiasm Global
Making two business models visible
CEG operated across two distinct but connected business channels — a B2C experience for individual practitioners and a B2B experience for organizational clients. Knowledge of how they actually worked was scattered across Sales, Client Enablement, Learning & Development, Operations, Facilitators, and Producers. Before deciding what to improve, we needed to make the system visible.
- Designing and facilitating a series of multi-day strategic working sessions
- Mapping the current state of both businesses using the 5Es — Entice, Engage, Experience, Exit, Extend
- Surfacing what had to happen behind the scenes: teams, processes, responsibilities, handoffs, and systems
- Treating early maps as working hypotheses — challenging assumptions, recalibrating, and enriching them over subsequent sessions
The work moved from making the system visible to challenging it, envisioning a better state, and prioritizing what mattered — and it led to real operating changes: a reshaped client journey, clarified roles and responsibilities, a new Sales handoff, and automation opportunities in the B2C journey. The blueprint became more than documentation of the business — it became a tool for changing it.
Experience & Service Design · Service Blueprinting · Strategic Facilitation
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