2021
Reimagining Digital Future
Services
Service Design, User Research, Workshop Design & Facilitation, UX Strategy, Prototyping, Pitching.
Client
Team
Senior Service Designer, Senior Project Manager, Client lead, Data Analyst, UI Designer, Enterprise Solution Architect.
Modernizing a 170-year-old organization by designing a platform that reflects how people actually work - United Kingdom
Discover
Align
Co-Create
Prototype
Validate
Overview
BMI Group, one of the world’s largest roofing manufacturers, operated on systems that no longer reflected real work practices across its global markets. Employees relied heavily on manual workarounds and informal tools that existed outside official systems, creating inconsistency, inefficiency, and knowledge gaps. My role as Senior Service Designer was to uncover these hidden behaviors, align global teams around a unified workflow vision, and design the foundation for a new digital platform that supports real-world operations—not just idealized processes.
Discover
Understanding the Reality Behind the Work
We began by conducting ethnographic research, contextual interviews, and workflow shadowing across multiple countries. This revealed disconnects between documented processes and the lived experiences of employees. Much of the core work happened “outside the system” in spreadsheets, emails, WhatsApp messages, and personal notes. These insights formed a clear starting point: BMI’s tools did not reflect how people actually work and transformation had to begin with understanding that truth.
Align
Building a Shared Understanding Across Markets
I designed and facilitated a series of co-creation workshops that brought together teams from multiple markets, each with its own ways of working, cultures, and operational histories. In these sessions, we openly surfaced and mapped local workarounds, uncovered universal pain points, and revealed systemic bottlenecks created by outdated tools and fragmented processes. As the discussions deepened, teams were able to prioritize the most critical challenges for redesign, often realizing for the first time how similar their struggles were, despite being spread across different regions. A major turning point was when the group collaboratively built their first unified customer journey map, creating shared visibility into how employees and customers experience the service end-to-end. For many participants, this was the first moment where a collective picture of the organization’s challenges truly emerged, forming a strong foundation for alignment and future transformation.
DESIGN
From Pain Points to Practical Future Solutions
Using insights gathered during discovery and alignment, we ideated user-centered solutions and translated them into a high-fidelity prototype for a new platform. This prototype reflected real workflows, integrated user priorities, and aligned business requirements with operational realities. Through iterative testing and refinement, we progressively validated and improved the experience directly with employees.
IMPACT
A Platform Designed for Real Work, Not Assumptions
The project delivered BMI a clear and actionable roadmap for digital transformation—one grounded in genuine user behaviour rather than organisational assumptions. The high-fidelity prototype became the company’s first unified vision of a future platform that reflects real workflows, operational constraints, and strategic business goals. The work did not stop at design. The validated prototype and service blueprint were handed over to the development teams as a foundation for implementation, ensuring continuity from concept to execution. The project also expanded into change management and training readiness, preparing teams across multiple markets to adopt the new ways of working. This marked a decisive shift from fragmented, manual processes toward a coherent, scalable, and human-centred digital ecosystem built for long-term growth.
45%
Increased workflow efficiency
Teams were able to complete core tasks faster and with fewer errors.
80%
Reduced reliance on “shadow systems”
Enabled employees to move more of their daily work into a single, consistent environment.
35%
Improved cross-market alignment and transparency
Markets reported greater clarity and consistency in how work should be executed across regions.
70%
Increased employee readiness for platform adoption by approximately
Co-creation workshops and user testing showed a measurable rise in confidence and willingness to transition.
// BMI // Internal Solution Demo
Reflection
Leading this project reinforced an essential truth: technology succeeds only when it aligns with real human behavior. BMI’s employees were highly skilled, yet forced to rely on outdated tools and improvised systems. Our work revealed not only operational pain points but also cultural and communication gaps between markets. What made the difference was creating a shared space where diverse teams—from factory floors to commercial offices—could map their realities, challenge assumptions, and co-create solutions. As a lead designer, my role was to translate these human insights into a strategic direction that the business could confidently invest in. The biggest learning? Modernization is not just about introducing a new platform—it’s about creating the conditions for people to let go of old habits and adopt better ones. This project strengthened my belief that service design is most powerful when it brings clarity, empathy, and alignment to complex organizational environments. It is worth to mentioning all visuals shown are conceptual or anonymized representations used for demonstration purposes. They do not display BMI’s actual internal systems or confidential data.
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