As an Experience Design Consultant, I work with clients to review current customer experiences across digital channels to understand existing gaps and ideate the desired experience for a smoother digital journey.
We recently worked with The Central Group brand of retail, services and products in Thailand to help transform their customer loyalty program and develop The 1 App. The Central Group valued customer-centric methodology as a cornerstone of their business, and they came to us to help migrate from legacy to digital platforms.
I led the client in-house design team to redesign the screen flow to support the new, to-be experience. To do this, I optimized the information architecture and interaction model to be more intuitive and engaging. I also established a design system to govern and accommodate the design of the future enhancement. Working with the client to increase the size of their in-house design team and to set a design framework, I gained immeasurable management skills that I’ll apply throughout my career.
Our team, assembled of diverse skills and talents, worked together seamlessly by keeping them well informed of the overall project status, milestones and—most importantly—the longer-term vision beyond the initial project phase.
My team included Digital Strategy Senior Manager Laura Nickles, who helped identify better ways to engage customers; Technology Consulting Manager Padapa Sinthornkasem, who served as business analyst lead; and Digital Marketing Senior Manager Ekalak Trimetsuntorn, who served as the delivery lead.
Read more about how we transformed The Central Group’s customer loyalty program.
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