Telecom · Experience Strategy
A future-state experience vision for 20+ customer journeys
Built the frameworks and operational plans that connected Residential and Business customer needs to a single future-state experience direction, and kept it alive through roadmap and delivery.
- Company
- Cox Communications
- Role
- Lead User Experience Designer
- Timeline
- Nov 2022 – Dec 2024
- Scope
- Residential & Business
The challenge
What wasn't working
Residential and Business stakeholders each held a piece of the customer experience, and each piece was optimized locally. Customers moved across those boundaries constantly; the organization did not.
The strategic question wasn't what to build next quarter. It was what the experience should become, described clearly enough that product, technology, operations, and business partners could all plan against it.
The work
How I approached it
Artifacts
- Future-state experience vision and strategy
- 20+ current- and future-state journey maps
- Service blueprints and operational plans
- Executive storytelling narratives
- Prioritized initiative roadmap
Synthesis across 150+ research sessions
I synthesized insight from more than 150 customer interviews and research sessions, looking for the needs and pain points that repeated across journeys rather than the ones specific to any single touchpoint.
Current-state to future-state mapping
I mapped 20+ end-to-end journeys in their current state, then designed the future-state counterpart — connecting customer needs, business objectives, operational requirements, and digital touchpoints in one frame so trade-offs were visible instead of implicit.
Frameworks partners could actually use
A vision that lives in a deck dies in a deck. I built frameworks and operational plans so teams could locate their own work inside the future state and see what changed for them specifically.
Storytelling to secure alignment
I used service concepts, prototypes, and journey artifacts to make future-state experiences tangible for 20+ stakeholders and business partners, securing alignment on 15+ strategic initiatives and influencing roadmap prioritization.
Carried through to delivery
I partnered closely with development teams to translate experience strategy and design specifications into shipped solutions, running 3–5 concurrent initiatives without losing the thread of the larger vision.
Outcomes
What changed, measurably
+25%
customer experience
Measured improvement across the experiences delivered by the cross-functional teams I led.
15+
aligned initiatives
Strategic initiatives where journey artifacts and storytelling secured cross-organizational alignment.
-30%
defects & rework
Close partnership with development on specifications reduced downstream defects and rework.
Reflection
Future-state work earns its keep when partners can find themselves inside it. I stopped presenting the vision and started handing people the part of it they owned.
Let's map the journey that's been holding you back.
Open to Lead and Staff UX / Service Design roles.