Concept
Homeserve is working toward becoming the single point of contact for all home improvement needs, with a strong strategic focus on energy-efficient renovation services. Its product portfolio includes insurance-based assistance contracts, on-demand repair services, and maintenance offerings such as boiler servicing, delivered through both self-service digital flows and advisor-led sales.
Mission
While officially Senior Product Designer, I often operated in a role at the intersection of senior execution and tactical leadership, taking ownership of high-impact initiatives to rapidly raise quality, bring clarity, and align efforts with user and business outcomes. My approach also helped improve team motivation, efficiency, and overall productivity by fostering shared understanding, better planning, and stronger collaboration across squads.
1. Improve conversion across key sales journeys, both on the digital platform (self-service) and via the advisor-led sales process.
2. Embed a user-centric, end-to-end journey vision across squads to harmonize experiences, break silos, and deliver more cohesive and relevant solutions.
3. Integrate product design into execution-heavy workflows, promote product culture, and establish practices such as structured Product Discovery, KPI analysis, documentation, and cross-functional collaboration.
The objective: elevate the role of design beyond execution and bring strategic, scalable value across the customer experience.
Want to learn more?
- For a deeper dive into the full process and to explore the detailed work I carried out, you can click on this link to access a step-by-step breakdown (in French). Please note that access may require prior authorization depending on your profile, as the content contains highly detailed information.
Challenges
Throughout the project, we tackled these challenges by promoting a shared product culture and structuring design practice at scale. By improving digital sales journeys, breaking team silos, embedding product discovery rituals, and introducing consistent experience KPIs, we aimed to boost conversion, align teams around customer value, and strengthen decision-making.
Fragmented ownership
Each squad operated in isolation, with a partial view of the customer journey and limited communication across teams.
Tech-driven execution culture
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Development was prioritized over exploration, with limited room for upstream research, ideation, or holistic problem framing.
Disconnected KPIs
- Performance indicators varied by team and changed every six months, making it difficult to measure impact or track experience over time.
Misalignment with user needs
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The product was historically optimized for telesales and lacked a true self-serve experience, unfit for autonomous digital users.
Lack of structured user research practice
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Decisions were often led only by marketing or sales, focused on business logic or offerings, not end-user experience.
Lack of documentation and planning visibility
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Initiative tracking and inter-team transparency were minimal, leading to redundant efforts and siloed decisions.
Design methodology
By adhering to this methodology, we ensure that our design process is research-driven, iterative, and focused on delivering an exceptional user experience. Through a combination of research, ideation, and visual design, we create intuitive and visually appealing interfaces that meet the needs and expectations of our users.
Research and Discovery
- Promoted a user-first mindset and initiated product discovery rituals to uncover problems, define goals, and align on use cases.
- Advocated for KPI structuring around key customer moments instead of per-team metrics, to improve insight recurrence and leadership visibility.
- Initiated regular feedback collection points tied to critical experience milestones.
Cross-team Strategy and Communication
- Fostered collaboration between product, tech, and business teams to build a shared understanding of user pain points and long-term objectives.
- Introduced better planning, documentation, and initiative visibility to reduce redundant work and improve decision-making.
- Encouraged a more systemic view of customer journeys, bridging front-office, back-office, and technical constraints.
Conception and visual design and impact
- Improved prioritization logic to balance business impact, user experience, and development effort.
- Helped squads identify relevant KPIs and evaluate post-launch results.
- Contributed to higher-quality outputs by integrating design practices earlier in the delivery chain, beyond just interface execution.