Reimagine the E2E Customer Journey
This project explored how breaking down silos between Energy and Services could create a more connected customer journey, unlock growth opportunities, and build lasting trust.
UK Nationwide Energy Co.
Deliverables
Strategy, End-to-End Customer Journey
Industry
Public Sector, Enenrgy
Context
2025, 3 Months
Project Overview
For years, the company operated its Energy and Services divisions in silos, unintentionally creating a fragmented experience for customers. Internal reviews revealed that valuable cross/up-selling opportunities were being missed opportunities with strong potential to drive business growth. It became increasingly clear that change was needed. This project was launched to explore how a more connected approach could unlock value, deliver more meaningful experiences, and build long-term customer trust
About Client
A heritage UK energy and home services provider, trusted by generations of households for power, heating, and home care solutions. Referred to as "UK Energy Co" throughout this case study for confidentiality reasons.
The Challenge
How might we break down internal silos to build a shared view of the full customer journey and deliver more connected, user-focused, and needs-driven services?
My Role
I contributed across the full project cycle, balancing independent ownership of key artefacts with close collaboration alongside other team members. I supported stakeholder engagement, co-facilitated workshops, and translated complex findings into actionable outputs.
Project Objectives
This project embarked on a two-phase journey to first identify and then demonstrate the value of an end-to-end customer lifecycle view.
Phase 1 Outcome
Reimagining the Customer Lifecycle Through Strategic Design Thinking
Delivered a clear end-to-end view of the customer journey, identified high-impact cross-/up-sell opportunities, and uncovered key capability gaps. Provided a future-state vision and prioritised campaign ideas to guide integration and support long-term business growth.
Phase 1 Outcome include:
Challenge analysis
Opportunity overview
As-is lifecycle map
Cross/up-sell principles
To-be lifecycle map
Concept overview
Capability gap analysis matrix
Impact Summary
The project established a strategic foundation for more connected, customer-centric cross-/up-sell efforts. It aligned teams across both business areas, raised awareness of shared goals, and reimagined what a seamless customer experience could look like. Six cross-/up-sell concepts were developed to support quick-win campaigns in Phase 2, helping to validate the approach and build confidence for deeper integration between Energy and Services.
Design Process
A simplified version of how I got there
A modified Double Diamond approach was used to efficiently unpack problems, align the team around a shared vision, and support the design and iteration of strategic solutions.
What I have learn
Reflection
Aligning and Prioritising Stakeholder Needs
We began by analysing existing internal documentation, encompassing brand strategy, customer insights, and existing journeys, to build an initial understanding of the current state and identify any pre-existing knowledge around cross-selling efforts.
Rapid Industry Familiarisation
I developed a quick-start approach to understand unfamiliar industries in short timeframes. This helped me deliver relevant insights and recommendations, even under tight timelines.
Creating Reliable Insights Without Direct Customer Input
When customer interviews aren’t possible due to budget, I rely on existing client research, internal expertise, and market references. I clearly label assumptions vs. facts to maintain transparency, and frame insights to be relevant, realistic, and actionable.
Crafting Actionable, Neutral Insight Narratives
I focus on writing insights that are clear, direct, and solution/actionable-oriented—avoiding unnecessary context or a blame tone. This helps stakeholders act on insights without defensiveness. For problem-identification projects, insights may take the form of well-defined problem statements to guide next steps.
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