As the strategic design lead the challenge was to future proof the service offering of the British Standards Institution (BSI).

Over time the BSI had lost its way in understanding who its customers were and how BSI's services were failing to meet their changing needs. If it continued down that path BSI as a viable business would slide into irrelevance.

Through generative sessions with stakeholders and customers I uncovered key problem areas to focus on in meeting the changing needs of its customers.

Personas were created to better reflect the customers and how they experience BSI service. From these personas, a new Service Blueprint was created with touch-points that addressed the needs of customers.

After implementing the key changes, customer queries were down by 65%. While new customers registering with BSI doubled as a result of making it clearer and easier to complete the registration process  


Strategy x Design

London, UK

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