Hi, I’m Yasmin, a coaching leader in Experience Strategy, Service Design and User research.
I’ve solved problems across multiple industries and business sizes from seed level startup to large enterprise.
I’m focused on understanding ecosystems, creating impact through data and user-centric decision-making, and fostering the same approach in my teams.
I love discussing the design industry and remain connected to its pulse through my mentoring on ADPList and involvement in Service Design Network, New York Chapter.
Below are samples of my work, I am happy to share more details in person!
Elaborate Health
An onboarding and change management strategy to accelerate client time to value, for a seed stage startup automating contextualized lab findings to patients.
Goal
Document and optimize Elaborate’s onboarding process, including employee time and external client activities to increase the speed of technical delivery and embed change management for faster clinical adoption.
My Role
As Lead Service Designer, I led client research, employee alignment and experience mapping and co-led establishing a library of reusable resources. This project involved multi-disciplinary teams including clinical, technology, product and existing client feedback.
Impact & Outputs
Reduced onboarding and integration time from 7 to 2-3 months.
Journey map with core responsibilities, functional work and tasks mapped.
Developed a new core metric that quantifies clinical behavior change and tracked client growth to 84% adoption.
Integrated baseline and ongoing clinical & patient research to track 87% patient satisfaction.
Additional Links
Elaborate Technology Integration
JPMorgan Chase
Leading the creation of a first ever User Testing Labs and Research System for the Private Bank.
Goal
Provide Senior Leadership specific answers to design desirability questions that would impact a key program with 30+ Product Managers.
My Role
As a VP, Service Designer I had oversight of 5 design streams and led a research program to prototype and test end-to-end designs. I led the program creation, coordinated hypothesis’, recruited and facilitated user testing sessions and provided a clear recommendation to prioritized questions 48hrs after testing. Alongside this, I led a research system that consolidated 700+ data points into 40+ insights within a searchable Jira repository for Product Owners to reference and use and drove a 'post-release' feedback forum every two months to validate impact.
Impact & Outputs
Facilitated a highly-visible twice monthly User Testing Labs observed remotely by 30+ employees.
Created a reusable and scalable program that included templates, processes, tools and recruitment. The Program was handed to a team of 6 User Researchers.
Led the creation of an Insights Library that consolidated 700+ data points into 40+ insights within a searchable Jira repository for Product Owners to reference.
Owned and drove a a 'post-release' feedback forum every two months to validate delivered impact.
Sydney Metro & ARUP
A built environment and service strategy to establish a foundation of customer centric design and create an ‘easy’ metro experience standard.
Goal
Partner with architects, engineers, and program leadership to embed CCD principles & user centric strategy into an early stage of a metro infrastructure project .
My Role
As Lead Experience Designer, I co-led an RFP response, program resourcing, scheduling, research, workshops and creating deliverables. This project involved multi-disciplinary teams and touch points, spanning digital, physical, sensory, social, and integration with 30+ disciplines.
Impact & Outputs
Experience audit for 30+ practices plans for usability misalignment.
109 CCD adjustments embedded into program prioritized by impact.
110 page Usability and strategy report to guide data driven decision making.
2 x 13ft journey maps.
A year of extended engagement.
Additional Links
External Case Study and Sydney Metro project overview
Environmental Protection Agency
A customer centric service to encourage consistent on-the-go recycling and reduce waste.
Goal
The Environmental Protection Authority for NSW Australia engaged us for a service design approach to deliver a new, state-wide, 10c refund recycling scheme. Their overall objective was to reduce litter in NSW by 40%.
My Role
As project lead, my role was to manage the client engagement, project planing, scheduling and executing research and presenting final deliverables. This project enabled me flexibility to customize our approach with activities that would empower specific stakeholders.
Impact & Outputs
One year after the program launched the starting objective was achieved, with an overall reduction of litter by 48%.
Delivered 3 program pillars and 6 experience principles which were embedded contractually and reduced industry partners from 180 to 70; ensuring consistent experience. “Choosing NSW’s industry partners was critical: the scheme would only be successful with the right partners understanding NSW’s objectives and being fully committed to the task.” Extract from Return & Earn Success Story
5 personas and task flows with marketing and change management opportunities embedded.
Additional Links
EPA Return & Earn & Return & Earn Success Story
Capabilities I practice and coach in
Engagement planning and stakeholder management
Crafting clear project plans that are viable, have room to pivot and develop team skillsets. Working to uncover stakeholder needs and create mitigation strategies around any risks.
RFT responses, project scoping & budgeting, project scoping, kickoff workshops, stakeholder interviews, measures of success.
Facilitation and storytelling
Drives co-creation discussions that challenge partners to connect business goals, user impact and reusable solutions in order to form actionable and strategic next steps.
Program share-outs, Problem definition, develop POV, driving room engagement, workshop planning and activity creation, executive presence.
User research & synthesis
Driving high quality research, triangulating it with data and industry research and making it actionable.
In-depth interviews, ethnographic observation, card sorting, heuristic evaluation, insight creation, impact mapping, experience principles.
Creative Concepting
Bringing research insights to life with co-creative solutions that bring the voice of the user into actionable designs.
Co-creation workshops, sketching, wire-framing, service prototypes, usability testing.
Mapping experiences and strategy
Surfacing and visualizing ecosystem opportunities and helping stakeholders connect user impact with strategic decision making.
Journey and service maps, pain point correlation, opportunity statements, target operating models, impact 2x2s, future state horizon mapping.
Agile work practices
Creating space to pivot, work lean and communicate with development teams for collaborative success.
Retrospectives, prioritization, time-boxing, dev-pairing, MVP scoping, change management & cross impact, post-delivery validation.
