Nefertiti Alfa

Apr 2025 – Apr 2026

Contract

Senior Service Designer

Bupa

Leading service design across identity and servicing within Bupa's digital ecosystem, how people access and manage services across digital, phone, and physical channels. Work spans discovery research, future-state service design, and detailed service blueprinting across core and adjacent services. A key focus is designing complex, scalable services that balance customer experience, business objectives, and regulatory requirements, often across competing priorities shaping emerging service strategy.

Oct 2022 – May 2024

Contract

CBDT & IDM Insights & Experience Officer

Shell

Led the service design and user research discipline across two flagship global programmes, B2B Customer Back Digital Transformation (CBDT) and Integrated Deal Making (IDM), overseeing mixed teams of designers, researchers, and technologists with budget responsibility exceeding £1m. Remained hands-on, personally shaping key end-to-end journeys, service blueprints, and workshop outputs. Worked closely with senior leaders to align service design with enterprise technology and CRM roadmaps, established scalable service design frameworks and decision-making, and strengthened supplier relationships to improve delivery quality and pace.

🏆 Silver Award, Best Digital Transformation, International Customer Experience Awards 2023

Sep 2020 – Apr 2022

Contract

Senior Service Designer & UX Researcher

Department for Business, Energy & Industrial Strategy (BEIS)

Led service design on two full-cycle projects, then led user research on three internal projects across BEIS. Managed a small UCD team, working with external users, civil servants, product managers, and developers to design and launch a service that passed all GDS assessments. Championed inclusive sampling within the team to ensure research and services considered users from different backgrounds and accessibility needs.

May 2020 – Jul 2020

Contract

Senior User Researcher & Service Designer

Department for Education

Led service design and UX research for an emergency COVID-19 response project, collaborating with users, researchers, and stakeholders to rapidly prototype and test a new service. Compressed months of research and delivery into weeks using an agile approach, while ensuring alignment with GDS standards and mitigating risks.

Dec 2019 – Mar 2020

Contract

Senior Service Designer

Nucleus Digital

Led service design for a global pharmaceutical company, working with international user researchers and translators across Europe. The project focused on redesigning an internal hub to enable specialists across the organisation to search and find the information they needed quickly and easily.

Mar 2019 – Dec 2019

Senior User Researcher & Service Designer

Wunderman Thompson

Led user research and service design within the customer experience team on specific accounts, alongside brand and marketing strategy, creative, and data science teams.

• Led full-cycle user research and service design, from strategy and vision workshops through to ideation, prototyping, and testing
• Set direction for junior and mid-level service designers, providing hands-on guidance and quality oversight
• Translated research into clear artefacts (personas, user stories, journeys, service blueprints) that directly informed concept and product development
• Designed end-to-end journeys using experience mapping and service blueprinting to align services with user and brand needs
• Facilitated ideation workshops with creatives and creative technologists to develop innovative, user-centred prototypes
• Conducted trend and analogous research (AR, VR, 5G, personalisation) to bring cross-industry ideas into client solutions
• Maintained senior client relationships, aligning service design outputs with brand strategy and commercial goals

Aug 2016 – Mar 2019

Senior User Researcher & Service Designer

Rainmaker

Led user research and service design for discovery and alpha projects. Partnered with stakeholders to define service visions, map current and future states, and align strategies with user and business needs.

• Designed service blueprints, customer journeys, and personas that translated research into services aligned with delivery and business goals
• Worked closely with designers, product managers, and engineers to integrate research-led solutions into complex service ecosystems
• Drove evidence-based decision-making through clear insight storytelling and stakeholder engagement
• Ensured services met GDS standards, successfully guiding projects through service assessments
• Co-led the internal service design community, building shared frameworks and strengthening service design capability across teams

Oct 2015 – Apr 2016

Distribution Planner

Procter & Gamble

Coordinated downstream distribution of luxury fragrances to Asian warehouses. Analysed distribution data to brief SMO teams on long- and short-term risks and mitigation strategies. Implemented schedule changes to improve transit timings and resolve procedural issues.

Sep 2014 – Dec 2015

Innovation Researcher

Northumbria University

Worked as an Innovation Researcher in a mixed team.

• Planned and conducted user research in a mixed team
• Translated research into clear insights that fed into marketing strategy, concept development, and mocked-up prototypes tested with users
• Created presentations for key client meetings