Selected works (2021 - Present)
Virtual Assistant | BUPA
I led the end-to-end design and deployment of a new virtual assistant triage and routing system for Bupa. Focus was on improving understanding of user issues and to efficiently route them to appropriate solutions.
Key Achievements:
Achieved annual savings of circa £300k by reducing average handling time through improved issue identification and routing.
Implemented new ‘Bupa Chat’ hierarchy to standardise naming conventions across the digital estate,
10% increase in chat Net Promoter Score (NPS).
Solution handles over 40k chats per month, delivering consistent performance during peak times.
New content aligned with key customer jobs-to-be-done, enhancing the virtual assistant’s relevance and effectiveness.
Digital Servicing Vision | BUPA
As product lead for x3 squads that make up ‘Digital Servicing’ I delivered:
A compelling product vision to align cross-functional teams & guide the strategic roadmap.
Product tenets focused on accessibility, personalisation, and seamless user experiences.
A service blueprint and end to end customer journey mapping.
New customer archetypes to represent diverse user base.
Implemented ‘data exhaust’ mechanisms across all journeys to inform continuous improvement.
Defined new OKR’s & performance metrics for ongoing focus and evaluation.
Marketing Consent | Tesco Bank
Problem: Tesco Bank wanted to seamlessly surface personalised in app offers to their customers. The starting point for this was to obtain consent from customers & ensure they can manage their preferences and opt-out at any time in accordance with regulations.
Approach: I led the team to build a journey guided on UX research findings that provided clear signposting & explanations (about what providing consent means). The journey(s) allowed customers to make informed decisions with minimal interference to their day to day banking.
Outcome: We successfully launched the page which was seen by all Tesco Bank customers across IOS/Android with an ‘opt out’ rate of less than 0.5%.
Instalment Plan | Barclaycard
Problem: Instalments enable customers to spread the cost of an item but the product wasn’t delivering the desired results. Given an increase in popularity for ‘buy now pay later’ solutions, I re-assessed the product offering.
Approach: Discoverability of the product was poor so I designed a solution signposting app users to a mobile optimised fulfilment journey whilst working with tech teams to change the minimum purchase amount, plan lengths & to improve customer eligibility.
Outcome: The journey delivered improved performance both in terms of eligibility/discoverability & click through/conversion.
Credit Health | Barclaycard / TransUnion
Problem: The business needed to ensure up to date affordability information per customer & in return help customers understand & improve their affordability position. (If lenders have a more detailed picture of a customers income/spending, a customer may receive better credit deals)
Approach: Barclaycard partnered with TransUnion to provide customers access to credit scoring & affordability tooling via the Barclays app. We conducted extensive customer research to ensure the concept was positioned in the best way for customers.
Outcome: I led the work that delivered an MVP app journey allowing customers to link their bank account via ‘Open Banking’. A successful pilot was delivered to 5k users with learnings taken into full rollout.
Purchase Offers | Barclaycard
I launched a series of channel enhancements to drive discoverability & product performance:
Targeted homescreen in-app banners.
Multiple opt ins per customer enabled.
Deep links & device detection deployed.
New content provision to support customer understanding.
API call failure & timeout errors fixed through data investigations.
