Customer Experience Strategy
Corporate Innovation
B2B
From Customer Support to Customer Success
Applied human-centered design to align stakeholders across the organization and craft an inspiring future vision that transformed reactive support into proactive customer partnership strategy.
Industry
MedTech
Team
4-5 person human centered design/ consulting team including project manager
Role
Consultant, Strategist, Business Experience Designer
Context
A major multinational healthcare corporation's medical technology division sought to transform their customer engagement strategy. This vertical develops advanced, less invasive, and personalized treatments by integrating biology with cutting-edge technology across surgery, orthopedics, cardiovascular care, and vision solutions.
The company needed to define what customer success truly means in the medtech space - moving beyond reactive customer support to proactive, strategic partnerships deeply tied to product value, long-term relationships, and business growth. Customer Success in healthcare means ensuring medical professionals consistently realize value from complex medical devices while ultimately improving patient outcomes.
My Role & Impact
Conducted comprehensive market research, facilitated cross-functional alignment workshops, and drove strategic synthesis through journey mapping, ideation, and prototyping sessions. Delivered a clear customer success vision for the business and created a digital solution prototype that translates strategic insights into concrete, implementable outcomes.
Beyond pixel perfect designs
Good Service Is No Accident- It’s Designed
Workshopping as Research
Instead of formal research, we used collaborative workshops to bring business stakeholders together, aligning on problems, current state, and future vision while identifying innovation opportunities through the art of collective imagination.
Defining Success Together
Through structured facilitation, we helped the organization discover their true north star - clarifying what customer success means, defining core values, and establishing shared ambitions that would guide corporate innovation efforts.
Design Thinking X Business Transformation
This project introduced me to the power of design thinking for business transformation- moving beyond building digital features to understanding fundamental business needs and enabling organizational change.
Brief
Core Questions our client wanted to answer in context of customer success:
- “ Are customers achieving what they came to us for? ”
- “ How can we ensure they continue to succeed, adopt more, and advocate for our technology? ”
Where is the Client today?
Across different franchises, we heard consistencies in what’s working well and challenges, which helps us identify impactful future opportunities for CSx
Out of Industry Inspirational examples of customer-centricity in action
We crafted a future vision that provides direction and clarity, focuses the team on bringing the future-state to life, and inspires the organization.
Contact me to see the 'blood, sweat and tears' iterations
Guiding the customer with 3 CSx Experience Principles
We crafted a future vision that provides direction and clarity, focuses the team on bringing the future-state to life, and inspires the organization.
Strategy
We visualized what a future digital tool could look like, addressing identified opportunities for today’s challenges
