Support that remembers

A unified servicing ecosystem across digital, assisted, and self-service experiences.

“A scalable servicing model that preserves customer context across touchpoints — reducing repetition while enabling more personalized and efficient support experiences.”

Adapted for confidentiality

Overview

Scope

Enterprise servicing experiences spanning B2C, D2C, and omni-channel touchpoints.

Focus

  • • Preserving customer context across assisted and self-service journeys

  • • Designing scalable omni-channel servicing frameworks

  • • Enabling personalized quoting and support experiences

  • • Supporting language and communication preferences across touchpoints

Role

Product Designer and UX Strategist

In this North Star initiative, I helped shape a future-state servicing vision by aligning foundational research, business priorities, and scalable experience architecture across the ecosystem. Partnering closely with UX leadership, I defined servicing priorities, streamlined cross-channel customer journeys, and translated strategic direction into scalable, compliant interaction frameworks within a complex product environment.

Team

Collaborated with UX leadership across strategy, service architecture, and future-state experience planning.

The golden triangle

Identifying the top goals for these three target groups and balancing the goals of these three targets, ensured that user needs are satisfied, support operations run smoothly, and the company continues to maintain fiscal sustainability.

Customer journey

We prioritized the core servicing experience and expanded channels for account changes. Creating the customer journey map aligned all partners, making our Northstar vision more achievable.

Northstar features

Based on insights from moderated and unmoderated user interviews, we identified and prioritized key user needs using a structured prioritization framework. The RICE scores sparked further discussion, and we reevaluated the confidence and effort levels and highlighted the possible factors that could increase confidence and redefine the effort level.

These key needs helped shape the creation of a working prototype that expanded upon the current servicing experiences for both logged-in and logged-out users.

Northstar vision and Roadmap planning

An interactive prototype was created to convey how the new features could easily integrate into our current experience. We used the current branding themes and servicing patterns; this decision was made because previous Northstars were noted as too blue-sky and unattainable when a new branding theme and styles were introduced. This direction was pivotal; this was shared with a select leadership group and created excitement around the NorthStar vision.

The concept prototype was planned to be shared in roadmap conversations with the managing product and IT partners. This would help shift the priorities and strategy from bug fixes to feature enhancements that elevate the customer retention and their account experiences.