I contribute to projects that engage with people’s lives. Having worked for Unilever, design, live marketing and cultural agencies, I’ve developed projects for companies including Telefonica, Santander, Nestlé, Motorola, Pfizer, health and tech start-ups. Have a look at some of my favourites:

SELECTED PROJECTS

OI! I'M A Strategist and service design mastereD working to humanize how companies work, reimagining the way they deliver products and services to people.

 

EY Seren

 

SENIOR SERVICE DESIGN CONSULTANT

 

Focusing on Life Sciences, Employee Experience and Retail projects, my role is to support the development of clients' projects, from service discovery, strategy to implementation. Using a series of service design techniques, I usually lead one part of the project from a user research workstream, journey mapping, facilitating workshops and co-creation sessions.Most of the projects are confidential and under development. Here are some of the challenges.

Engaging employees at the beginning of the organisational design

 

HELPING ORGANISATIONS AND EMPLOYEES MIGRATE FROM A 20ST MINDSET TO THE 21ST CENTURY NEW WAYS OF WORKING

 

Change is hard. But if we engage employees at the beginning of the process, it could be easier. After interviewing employees from different organisations from the private and the public sector and finding out they are all trying to migrate to new ways of working and being more relevant to users, I’ve developed ECD, an employee-centric-design initiative to empower them with a sense of ownership in the change management process, while helping organisations de-risk the impact of change, retain talents and become more flexible in their practices.

*SERVICE DESIGN FRINGE FESTIVAL X ARTS THREAD RISING STARS 2019*

Art Unlimited itinerant exhibition:

The Escher Experience

 

SETTING UP AN END-TO-END EXPERIENCE TO BRING ACCESSIBLE ART TO THE MASSES

 

For the first time outside of museums, the best of M.C. Escher was presented in this circuit in a pocket structure of 120m2. I was responsible for delivering the strategy, from idealisation to implementation, of this interactive event, that happened in four shopping centres from the Iguatemi Group. I also led the creation and coordinated the production of a pop-up store with a whole collection of 80 products with Escher patterns.

 

 

Moto at the point of sales

 

RECONNECTING WITH USERS AT SUPERMARKETS

 

I went to several hypermarkets to observe and study how shoppers walk around and what is their mindset in when they go shopping. To initiate an appetite towards Moto, we created an engaging conversational campaign: from advertising in the main entrance sentences like, "Welcome, come meet our Moto new family", to "Performance upstairs", playing with the fact that the person was going up in the escalator.

Dog Chow & Easy Taxi

ALLOWING BETTER COMMUTING FOR PET-LOVERS

 

To meet the increasing wave of families that have pets in Brazil, I came up with the idea to partner with a mobility company and delivered this project that encourages the democratization of mobility of dogs together with their families. Besides equipping the taxi drivers with covers to receive the pets, we added a 'pet-friendly' filter on the company's app.

Re-imagining new joiner's experience

 

SUPPORTING EY SEREN TO IMPROVE IT'S ONBOARDING PROGRAMME

 

To help EY Seren improve the onboarding experience of new employees, during the course of 6 months, I led +20 interviews with employees (practice directors, new joiners, ops), developed an affinity mapping exercise to gather insights, reviewed existing materials and processes, delvering a Welcome Pack (booklets, ecobags, branded box, benefit vouchers) for new joiners, an Onboarding Playbook for collaborators and improvements in the Ops process. The work was implemented and highly acknowledged by new joiners, leadership and the whole organisation, and is currently being extended to the broader EY. 

*ARTICLE PUBLISHED AT EY SEREN WEBSITE

Increasing young people’s agency to discover what they want to be in the future

 

ENVISIONING A P2P SERVICE TO INSPIRE 

TEENAGERS TO IMAGINE THEMSELVES IN THE WORLD OF WORK

 

‘What do I want to be in the future?’ approached with this question, teenagers make decisions based on what they are capable of now, with no consideration of how the world of work is changing. To open up their possibilities we created Dough: a discovery app that connects young people with real videos of inspiring professionals. I developed conceptualise this service, from identifying main pain points, validating the decision-making journey, to prototyping and testing with young people.


*SHORTLISTED BY TELEFONICA ALPHA*

Time optimisation platform: Timing.tech

 

IMPROVING THE UX FOR SERVICE PROVIDERS 

 

Timing.tech was ready to expand to Europe and the US and needed to redesign its platform interfaces and create a much friendlier user experience. Through client workshops and customer observation, I defined in detail each interaction to deliver a great overall experience.

Santander welfare service

 

BRINGING A HUMAN-CENTRIC APPROACH TO      A BELOW-THE-LINE CAMPAIGN FOR A BANK

 

To communicate the welfare service of Santander bank in Brazil and helped both potential clients and employees to understand the main benefits and how the service works, I use customer-centric techniques like user shadowing and service safari to understand current journey, pain points and designed a better speech for employees as well as a campaign that offers as the prize a previous experience of what the customer could have in the future if they subscribe to the welfare program.

Planning for global design projects

 

DESIGNING THE STRATEGY DEPARTMENT AND PLANNING FOR PROJECTS 

 

Studying several markets, from competition to the identification of shoppers’ behaviours and trends, here are some case studies about projects I have developed during the 4 years I worked at Casa Rex, the No1 Design Agency in Brazil (with a branch in the UK). Main clients: Unilever Global (Persil, Lux/Sunsilk, Dove, Knorr, Oral Care Family brand), Firmenich, GE, Livraria Cultura.

a thinker.
a maker. a doer.
an agent of change.

The future is changing rapidly and I'd like to become part of this change. Let’s innovate our own mindsets and deliver sustainable improvements on the way we live and work.

LET'S WORK TOGETHER ;)

karenrozenbaum@gmail.com
+44 0753 372 5949