Australia

Service Design

Product Design

Interaction Design

AI Design

Maira Joly

Principal Service Designer

Qualitative research

Communication

Collaboration

Problem-solving

Time management

Critical-thinking

Organisation skills

Presentation skills

Stakeholder management

Leadership

Project management

Analytical skills

AI/ML

SurveyMonkey

Miro

Adobe Creative Suite

Service NSW is an award-winning government service platform that provides the citizens of New South Wales with seamless access to a wide range of government services. Recognized for its innovative use of AI and digital technology, Service NSW simplifies processes like renewing licenses, paying fines, and accessing permits through its user-friendly mobile app and website.

Responsible for leading the UX Research/Service Design initiatives at PropertyMe.

Activities:

• Planned, led and executed the UX Research/Service Design initiatives.

• Full-spectrum of user research and strategic design projects, from Strategy until Delivery. Activities: planning, recruitment, screening, execution, and facilitation of research sessions, analysis and synthesis, communication of insights; competitors' analysis, user journeys, personas, service blueprint, workshops, surveys, user stories, and lo-fi prototyping.

• Collaboration with Head of Product Design, founders, CTO, Engineering Manager, SCRUM teams and support teams.

Approaches:

• Strategic Research & Design (Projects focused on envisioning future products/services and innovation on the business)
	⁃	Competitor analysis
	⁃	Horizons
	⁃	Personas
	⁃	Vision and mission
	⁃	Business model and goals
	⁃	Performance and opportunities
	⁃	Metrics
Outcome: strategies to inform product/business; hypotheses and questions to inform Discovery research

UX Research (Projects focused on existing or next products to build)

1. Discovery research
	⁃	Interviews
	⁃	Ethnographic research
	⁃	Jobs To Be Done
	⁃	Workshops
	⁃	Focus groups
	⁃	Surveys
Outcome: insights to inform product requirements

2. Evaluative Research
	⁃	usability testing
	⁃	heuristic evaluation
	⁃	surveys
	⁃	interviews
Outcome: validated version of product/feature

3. Monitor Research
	- Hypotheses and Metrics
        ⁃ Analytics (Google Analytics)
                    - Customer segmentation
                    - Funnel analysis
                    - Monitor metrics
            
Outcome: inform strategy and help to define which UX Research and Design activities should be done.

Senior Service Designer at Endeavour Drinks Group (drinks' segment of Woolworths Group). Woolworths Group Limited is a major Australian company with extensive retail interest throughout Australia and New Zealand. 

Role:
Project lead inside the In-Store Digital Tribe, responsible for evaluating and improving the employee and the customer experience at Dan Murphy's. 

Collaboration with multidisciplinary squads, working from user research, ideation, design, functional/technical feasibility until implementation.

Skills:
Foundational and Strategic design projects, involving:

Research
	•	Surveys (Outcome-based survey - JTBD, Customer satisfaction survey, etc.)
	•	Ethnographic research (e.g. Observation, contextual interview, diaries)
	•	Interviews
	•	Field studies

Data analyses	
	•	Quantitative:
	⁃	Pivot tables
	⁃	Text mining

	•	Qualitative:
	⁃	Thematic analysis
	⁃	Grounded Theory
	⁃	Data coding

Design
	•	Proto-persona, Persona, Archetypes, Stakeholder maps, User journeys, Service blueprints, 
                Jobs to be done
	•	Workshops
	•	Concept design

Strategy
	•	Stakeholder management
	•	Prioritisation & Roadmapping
	•	Service Design mentorship & performance development

Ways of working/ Mindset
	•	Agile, SCRUM, Kanban (e.g. sprint planning, standup, retrospective)
	•	Design Thinking, Service Design
	•	Product management
	•	Jobs to Be Done

Responsible for leading the UX Research initiatives of Volt bank. Volt is a neobank that questions the status quo and offers a better way to "bank", which means having a safe, reliable and transparent place to put your money. 

Activities:

• Full-spectrum of user research responsibilities from recruitment, screening, planning, execution and facilitation of research sessions, analysis and synthesis of insights, reporting, communicating insights and making recommendations to the design team.

•	A strong focus on evaluative research - most commonly usability testing.

•	Provide suggestions on other research methods for specific projects across the business. Craft own research questions and identify the right methodology for the project at hand.

•	Advocate for customer and user research across the business.	

•	Understand users and what their needs are, based on evidence.

•	Visualise, articulate, and solve complex problems based on available information and evidence.

•	Work within given constraints (including but not limited to technical, regulatory, financial) and challenge those that need to change.

•	Software: Adobe Suite, Microsoft Office, G Suite, Lookback, Figma, Invision, Miro, Survey Monkey, Salesforce, Treejack, JIRA, Confluence, Slack.

SKILLS

Surveys
	- Polls
	- Customer satisfaction survey
	- Perceived ease of use survey

Web interaction analyses
- Customer funnel (analysis, metrics)
- Customer segmentation

Strategy
- Competitor analysis & benchmarking
- Prioritisation & Roadmapping

User experience
- Discovery research (e.g. Observation, contextual interviews)
- Interviews
- Usability testing (quantitative & qualitative)
- Card sorting, tree testing
- Heuristics evaluation

Design
- Personas
- User journeys
- Service blueprint

Build
- Wireframing (Paper, Figma)
- MVP experiments
- Customer Beta groups
- Built a research panel

Service designer in 9 digital innovation projects from European startups and multinationals across the technology, health, chemistry, education and public service sectors.

Activities:
• Research plan development;
• Recruitment of users;
• User research;
• Development & communication of insights for product and executive teams.

Approaches, techniques & tools:
• Contextual interviews (e.g., one-to-one, Lookback)
• Surveys (e.g., Typeform)
• Documental review
• Usability testing (e.g., usertesting.com, in-house)
• Agile usability testing
• Design workshops
• Wireframing (lo-fi)
• Data analysis (e.g., affinity maps; Maxqda, NVivo, Excel)
• MVP experiments
• Heat maps, scroll maps, recordings (Hotjar)
• Communication of insights (e.g., user journeys, service blueprinting, personas)
• Reporting and presentation of results (Google Suite, Microsoft Office, Adobe Suite)

Service Design Researcher/ Project Manager awarded by the Marie Skłodowska-Curie Actions (MSCA), which is among the Europe's most competitive and prestigious research and innovation fellowships created by the European Union.

My project focused on using Service Design/Design thinking methodologies to support integrating the multidisciplinary competences of service organisations (Research, Design, Engineering, Product, Operations) to improve their innovation processes and stimulate the development of the service sector in Europe. This project awarded me a Doctorate degree in Industrial Engineering and Management (FEUP, University of Porto) and a Doctorate degree in Design research (Politecnico di Milano).

Teaching activities:
• Assistant Professor in the course “Service Design and Innovation”, inside the Master Product Service System Design Program of Politecnico di Milano (Italy).

Project Activities:
• International stakeholders engagement and management
• Mentorship of Service design/Design thinking as an innovation process in organizations
• Expert-based literature review
• Stakeholder mapping
• Focus groups
• Interviews (scripts, recruitment, application, analysis)
• Writing of Consent and Non-disclosure agreements
• Surveys and Questionnaires
• Workshop facilitation
• Qualitative and quantitative analyses (e.g., data coding, thematic analysis, simple statistical descriptive and correlational analyses)

Impact:
• Design of frameworks to inform the innovation process of organizations
- strategies to integrate the work of multidisciplinary teams
- integration of multidisciplinary competences to support different forms of innovation

Dissemination:
• Keynote speaker at EURAXESS Links Conference 2016
• Presentation of research results in international conferences, books and journals: ServDes 2016 and 2018; Frontiers in Service 2017; International Research Symposium on Service Excellence in Management; SERVSIG 2018; Journal of Service Management

COPPE is the Latin America largest center for research in Engineering, Design and Innovation. The knowledge accumulated in Coppe’s facilities is channeled to the economic, technologic and social development of Brazil through contracts and agreements with companies, governments, and NGOs.

Research project 1: Formal, Informal and Collaborative

The purpose of this project was to identify potential ideas for a new generation of services that could be designed from the underserved communities’ perspective. The project covered how social innovation initiatives born in slums, like in Africa and Brazil, could work as innovative service models. New service models were identified in those communities as working prototypes, able to foster new opportunities for entrepreneurship and local development.

Role & activities:
• Service Designer, UX Researcher
• Participatory Action research within favelas in Rio de Janeiro
• Interviews and facilitation of workshops
• Ethnographic approaches (Observation; Shadowing; Photo-elicitation)
• Identification and design of new service ventures within favelas
• Collaboration with researchers from Botswana, Kenya, and South Africa, in order to exchange knowledge about the different social innovation cases, and the emerging service models
• Publication and presentation of research results

Research project 2: 

TRANSIT is a European Union-funded project, responding to the call for research on “Social Innovation – empowering people, changing societies”. The TRANSIT project is coordinated by DRIFT (Erasmus University Rotterdam, the Netherlands), and involves twelve separate research institutes from across Europe and Latin-America.

Role & activities:
• Design Researcher
• Case study development
• Interviews
• Workshops facilitation
• Mentorship
• Video making
• Publication and presentation of results in International conferences and sponsor's reports

Responsible for investigating user needs and creating user stories for developing a new educational system (online and physical) for public schools in Santa Catarina (Brazil). Collaboration with the Secretary of State for the Sustainable Development of Santa Catarina (SDS, Brazil).

Role and activities:

• UX Researcher/Designer
• Design thinking 
• Interviews - recruitment, analysis, presentation of insights
• Identification of user groups and development of co-creation workshops
• Prototyping with users
• Use of tools: Personas, Storytelling, Storyboard, User Journey, Service Blueprint, etc.
• Presentation of results and insights

EcoCAR 2: Plugging In to the Future, is a three-year collegiate engineering competition with a vital mission: offer an unparalleled hands-on, real-world experience to educate the next generation of automotive engineers. The competition challenges 15 universities across North America to reduce the environmental impact of a Chevrolet Malibu without compromising performance, safety and consumer acceptability.

Role and activities:

• Design team leader
• Strategic Marketing
• Design of EcoCAR2 visual identity
• Development of EcoCAR 2 website (HTML + CSS)

DESIS is an international association of research organizations based in more than 42 countries. It aims at promoting the use of Design Thinking to support local communities and their organizations to develop and create meaningful social change in collaboration with local and international stakeholders.

Role:
• Design researcher in several projects in the entrepreneur sector in Brazil, involving the incubation and development of small and medium companies.

Activities:

Research:
• Ethnographic studies (Observation, Diary study, Interviews, Photo collection, Data analysis)
• Participatory Action Research
• Contextual Interviews
• Writing and presenting scientific articles in conferences to disseminate research results

Concept development:
• Service Design
• Design workshops
• Business model canvas
• Prototyping
• Facilitation of workshops with local communities
• Collaboration with local City Halls

Graphic Design:
•  Brand development
•  Packaging design

• Working directly with founders to improve the employee and the customer experience throughout the business operations; 
• Strategic Marketing (e.g. development of Marketing plans);
• Advertising (e.g. development of brochures for newspapers and magazines);
• Digital Marketing;
• Benchmarking;
• Management of supply chain and customer operations;
• Organization of events.

Maira Joly🇦🇺

About Maira Joly

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