Discover the Customer Experience Pyramid, a practical framework for balancing customer value and business value. Learn how to improve customer experience by nailing the basics, reducing cognitive load, elevating core journeys, and creating market-leading innovation.
William Hill Rewards was my first real step into designing loyalty at scale. In a market obsessed with short-term promotions, we built a programme focused on long-term value — clear earn-and-burn mechanics, partner-powered rewards, and a proposition designed to compound over time.
Planet Lottery was built to unlock a new revenue stream beyond core sports and racing, introducing a white-label lottery betting platform that combined commercial efficiency with regulatory clarity. In a market driven by acquisition and margin pressure, the opportunity was to diversify intelligently — transferring liability risk while retaining customer ownership and brand control.
Little Treats began as a simple question: how do we make loyalty feel more rewarding at Waitrose? Through a design sprint, deep discovery and phased delivery, Little Treats evolved into a scalable loyalty proposition, one that rewards everyday shopping, strengthens engagement and gives customers a clear reason to swipe every time.
Explore how Showpo turned its visual search feature into a fun outfit builder! While many fashion apps offer basic visual search, we noticed that customers often felt disappointed by mismatched results.