CX is not just about improving single touchpoints—it’s about designing for the full customer journey, from their very first impression to long after they’ve converted.

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After working in customer experience and service design for a long time, I’ve come to see this discipline as the connective tissue that holds everything together.

 

It’s about seeing the big picture as well as the little details, and making sure every part of the experience is intentional, consistent, simple and human-centred.

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What I’ve learned over the years is that great service design exists in the spaces between digital and physical and between user needs and operational realities. It’s a balancing act between what customers feel and what organisations do. Mapping out those journeys, understanding the moments that matter, and then aligning systems, people, and processes to support them is where the real impact happens.

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In practice, this work involves a lot of facilitation and alignment. I spend as much time with internal teams as I do thinking about end users. I’ve led numerous cross-functional workshops, and org-wide initiatives aimed at breaking down silos and delivering more cohesive experiences. Because no matter how polished your UI is, if the service behind it is broken or inconsistent, customers will feel it. And they’ll remember it.

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The biggest and best shift that happens in organisations is when they stop thinking in terms of siloed channels or departments and start thinking in terms of journeys and user emotions and experiences. That’s what I try to champion in every project. Because at the end of the day, service design isn’t just about creating better experiences—it’s about helping organisations to be empowered and capable of delivering those experiences, sustainably and at scale.