Selected Work

Good work starts with the righthonestrealgood question.

Customer research · Service design · Brand strategy · Digital transformation

User Research · Experience Strategy · Journey Mapping · Guest Interviews

Understanding who your guests really are.

A full guest experience research project for a nature retreat in Sweden. Through interviews, surveys, review analysis, and journey mapping, I identified who the most valuable guests were, what motivated them, where they experienced friction, and how the experience could better meet their needs.
Experience Design · Service Design · Hospitality Strategy

Beyond the cabin: designing for connection, wonder and reflection.

Guest research revealed that people weren't booking a cabin. They were searching for rest, connection, and meaningful experiences. I designed a portfolio of physical, digital, and hybrid experiences that transformed a stay in nature into moments that lasted.
Digital Strategy · Growth Marketing · SEO · Influencer Marketing

Building a digital growth engine from the ground up.

A growing hospitality startup had strong guest experiences but fragmented digital presence. I connected the dots across social media, SEO, influencer marketing, campaign strategy, and website experience to build a cohesive growth ecosystem.
Service Design · AI · Product Design · Hospitality

Turning guest support into a personalised concierge experience.

Guests had questions at every stage of their stay — and no good way to get answers. I designed an AI-powered concierge that transformed reactive customer support into a proactive, personalised guest experience delivered across the full stay journey.
Website Design · UX · Healthcare · Brand · SEO

A website designed to make patients feel safe before they arrive.

Many healthcare websites feel clinical, impersonal, and hard to navigate. I designed and built a complete digital experience that reflected the doctor's warmth and helped patients feel comfortable before their first appointment.
Service Design · User Research · Regulatory · Ecosystem Mapping

Making waste reporting work for the people doing it.

New recycling regulations created a complex reporting challenge spanning regulators, producers, waste operators, and material facilities. I led discovery and service design work to understand the ecosystem and help shape a future service that made compliance simpler and more reliable.
Service Design · User Research · Community · Service Transformation

Supporting independent living through food and human connection.

A service transformation project improving how older adults access groceries, receive volunteer support, and stay connected to their community.

Want to understand your customers this clearly?

Every project above started with the same question. Tell me yours, and I'll show you how I'd approach it.

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