Selected projects

Transport agency

Public sector

Skill areas
Qualitative research
Behavioural science
Service design
CX design

I was a member of the customer workstream of a programme implementing a national ticketing solution.
Behavioural insights customer research

The opportunity

The board wanted behavioural insights into uptake of different payment methods that would be available to customers when the solution goes live. customers would choose to pay for their public transport when the new solution goes live in order to inform change interventions.

The outcome

We were able to generate useful behavioural insights across seven different customer archetypes. We were able to use these to inform design of change interventions and select key focus areas which would maximise our efforts. 


Chose a suitable behavioural science model of behaviour change

We chose the COM-B model of behaviour change
My role

  • I designed and led a research approach structured around a behavioural insights framework 
  • I wrote a dynamic research discussion guide and supporting assets
  • I spent two weeks interviewing representatives of seven different customer archetypes 
  • I analysed interviews to generate insights to inform change interventions and presented these in both a board pack and a comprehensive report

I led this piece of research, managing an analyst and supported by my seniors. 

Project - Customer Experience Design
I worked as the customer workstream representative within this project alongside business analysts and a project manager. This involved:

  • Designing the customer experience
  • Writing customer impacts for Design Authority papers
  • Creating presentations for the design authority and the board 
  • Creating reference materials to communicate our work to the wider program
  • Designing and facilitating workshops to get input from our wide range of stakeholders

Client feedback:I’m really appreciating her ability to see through the grey (of which there is plenty!) to define how things should / could work under _. She’s got a really good handle of what the customer would expect and is able to point out ways to improve the experience in pragmatic and useful ways.

Project - UX

I worked as the customer workstream representative within this project working with business analysts and a project manager to conduct a UX review of an administrative B2B website. This involved:

  • Reviewing wireframes from the solution provider
  • Presenting wireframes and facilitating discussions to gather feedback from a group of stakeholders and customers
  • Prioritising feedback items with the solution provider

The challenge here was balancing rigour with what was achievable within budget, technical constraints and delivery timelines.

Project - Customer support

Working with a project manager I designed the high level, multi channel customer support ecosystem. This involved:

  • Designing a high level customer support system
  • Identifying support channels and functionality
  • Identifying where different channels would interact to inform business decisions which impacted customer experience

Program Narrative

I worked with an associate director on a piece of work to create a program narrative to tell the story of the purpose of the work, what the work was, how the complex group of stakeholders came together and how the work would be rolled out. This became a key artefact for the programme and involved:

  • Working directly with the Executive Sponsor / Programme Director as well as the Delivery Director to inform the design
  • Balancing varied opinions from different stakeholders

Client feedback:
Rosa is exactly the kind of person who gives me hope that the future is in good hands.

It's easy to become jaded over time when it comes to project / programme delivery which has the adverse outcome of creating some type of zombie march to the finish line. Folks with Rosa's skillset and more importantly, mindset, breathe life into our work ensuring that we maintain a focus on storytelling, keeping the customer in the centre of what we do, and allowing us to bring our stakeholders on the journey in a collaborative way.

To me, this is what takes us from good to great.  Rosa has been absolutely instrumental in ensuring the work we've done in the _ team goes beyond simply delivering the solution, but also ensuring that our _ colleagues and customers can be taken along the ride in a truly meaningful way.
All my experience tells me this is the way forward, and I hope we continue to bottle up the skills and mindset of Rosa to ensure the programme delivers meaningful outcomes in a collaborative way.
We've had nothing but amazing feedback on the work she's produced, and she's set us up really well as we get into the nuts and bolts of rolling out.

Facilitating ecosystem level collaboration across the Health & Safety ecosystem

This project sought to facilitate and establish an ecosystem approach to Health & Safety in Aotearoa.
As an analyst working with an associate director, I designed and contributed to facilitation of workshops to bring together key government entities, industry specialists and union group representatives to align to a shared vision, build collegiality and build clear change impetous and direction. 

  • Visual storytelling and visualing complex information
  • Workshop design for a complex group with no prior experience working in a workshop or sprint style
  • Deliverable design

Customer experience sprint for a key piece of public transport infrastructure

This project was to ensure that the designs for a new key public transport hub met the needs of travellers who would be using this physical built space.

I worked as part of a team of two, myself and a senior analyst to run a sprint process with members from our client working from plans, fly throughs and with a wayfinding agency to review the customer experience for users of the station.  
This involved creation of:
  • Colocation hubs
  • assumptive personas 
  • journey maps 
  • prioritised list of moments that matter, considering impact on customers and impact on patronage

Digital transformation for a large insurance company

This engagement was part of a multi-year, enterprise wide digital & data transformation journey of a financial services company which provided insurance products  and services through well recognised brands.

The aim was to digitise the end to end insurance experience - not full of manual processes, legacy systems and long delays that put pressure on internal people, partners, processes and technology.
I worked alongside a team supporting with various parts of the engagement including:

  • Creation of a hub
  • Assisting a manager to run design sprints
  • Assist another manager to develop of an agile delivery model
  • This work involved a formal shift to a Scaled Agile delivery model. I  
  • Delivery model narrative  
  • Agile delivery artefacts

Customer journey mapping the claims experience for an insurance provider I supported a team of tech consultants to design and run a series of workshops with the client to map the customer journey of the claims process, identifying current state pain points and ideal future state.