{"id":672,"date":"2025-05-07T13:46:52","date_gmt":"2025-05-07T11:46:52","guid":{"rendered":"https:\/\/asma-suleiman.com\/?page_id=672"},"modified":"2025-05-07T15:31:27","modified_gmt":"2025-05-07T13:31:27","slug":"homeserve-2","status":"publish","type":"page","link":"https:\/\/asma-suleiman.com\/index.php\/homeserve-2\/","title":{"rendered":"Homeserve"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; admin_label=\u00a0\u00bbHeader\u00a0\u00bb _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bbgcid-05864f7b-18b4-424d-8937-0b09a7c6a082&Prime; background_enable_image=\u00a0\u00bboff\u00a0\u00bb background_position=\u00a0\u00bbtop_center\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-05864f7b-18b4-424d-8937-0b09a7c6a082%22:%91%22background_color%22%93}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttp:\/\/asma-suleiman.com\/wp-content\/uploads\/2025\/05\/images.png\u00a0\u00bb title_text=\u00a0\u00bbimages\u00a0\u00bb align=\u00a0\u00bbcenter\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bb1d203a1d-6c8e-4e53-a5fe-2be38593eb02&Prime; custom_margin=\u00a0\u00bb||-2px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2><strong>Concept<\/strong><\/h2>\n<ul><\/ul>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bb1d203a1d-6c8e-4e53-a5fe-2be38593eb02&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<p>Homeserve is working toward becoming the <strong data-start=\"366\" data-end=\"424\">single point of contact for all home improvement needs<\/strong>, with a strong strategic focus on <strong data-start=\"459\" data-end=\"499\">energy-efficient renovation services<\/strong>. Its product portfolio includes <strong data-start=\"532\" data-end=\"572\">insurance-based assistance contracts<\/strong>, <strong data-start=\"574\" data-end=\"603\">on-demand repair services<\/strong>, and <strong data-start=\"609\" data-end=\"634\">maintenance offerings<\/strong> such as boiler servicing, delivered through both <strong data-start=\"598\" data-end=\"651\">self-service digital flows and advisor-led sales<\/strong>.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bb1d203a1d-6c8e-4e53-a5fe-2be38593eb02&Prime; custom_margin=\u00a0\u00bb||-2px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2><strong>Mission<\/strong><\/h2>\n<ul><\/ul>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bb1d203a1d-6c8e-4e53-a5fe-2be38593eb02&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<p data-start=\"778\" data-end=\"904\" class=\"\">While officially Senior Product Designer, I often operated in a role at the <strong>intersection of senior execution and tactical leadership<\/strong>, taking ownership of high-impact initiatives to rapidly raise quality, bring clarity, and align efforts with user and business outcomes. <strong data-start=\"1048\" data-end=\"1137\">My approach also helped improve team motivation, efficiency, and overall productivity<\/strong> by fostering shared understanding, better planning, and stronger collaboration across squads.<\/p>\n<p data-start=\"778\" data-end=\"904\" class=\"\"><strong data-start=\"778\" data-end=\"826\">1. Improve conversion across key sales journeys<\/strong>, both on the digital platform (self-service) and via the advisor-led sales process.<\/p>\n<p data-start=\"778\" data-end=\"904\" class=\"\"><strong data-start=\"908\" data-end=\"959\">2. Embed a user-centric, end-to-end journey vision<\/strong> across squads to harmonize experiences, break silos, and deliver more cohesive and relevant solutions.<\/p>\n<p data-start=\"1068\" data-end=\"1272\" class=\"\"><strong data-start=\"1068\" data-end=\"1127\">3. Integrate product design into execution-heavy workflows<\/strong>, <strong>promote product culture<\/strong>, and establish practices such as structured Product Discovery, KPI analysis, documentation, and cross-functional collaboration.<\/p>\n<p data-start=\"1274\" data-end=\"1400\" class=\"\">The objective: elevate the role of design beyond execution and bring strategic, scalable value across the customer experience.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bb1d203a1d-6c8e-4e53-a5fe-2be38593eb02&Prime; custom_margin=\u00a0\u00bb||-2px|||\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0&Prime;]<\/p>\n<h2><strong>Want to learn more?<\/strong><\/h2>\n<ul><\/ul>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bb1d203a1d-6c8e-4e53-a5fe-2be38593eb02&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<ul>\n<li class=\"markdown prose w-full break-words dark:prose-invert light\">For a deeper dive into the full process and to explore the detailed work I carried out, you can <a href=\"https:\/\/www.figma.com\/design\/U3Y0aIjFVZGaTEUzBTH34Q\/Etude-de-cas?node-id=0-1&amp;t=giadNLklvf0F1FzL-1\">click on this link<\/a> 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.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; specialty=\u00a0\u00bbon\u00a0\u00bb bg_img_2=\u00a0\u00bbhttp:\/\/asma-suleiman.com\/wp-content\/uploads\/2023\/05\/event-coordinator-25d-1.png\u00a0\u00bb admin_label=\u00a0\u00bbFeatures\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bbgcid-05864f7b-18b4-424d-8937-0b09a7c6a082&Prime; background_image=\u00a0\u00bbhttp:\/\/asma-suleiman.com\/wp-content\/uploads\/2023\/05\/event-coordinator-25d-1.png\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-05864f7b-18b4-424d-8937-0b09a7c6a082%22:%91%22background_color%22%93}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.16&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bb25089644-97cb-4176-a46e-e85a1821a305&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2>Challenges<\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<p>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.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2&Prime; specialty_columns=\u00a0\u00bb2&Prime; _builder_version=\u00a0\u00bb4.16&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_row_inner column_structure=\u00a0\u00bb1_2,1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb border_color_all=\u00a0\u00bbgcid-6e7959be-8245-4834-bd10-bf3c875e7c87&Prime; border_width_bottom=\u00a0\u00bb1px\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-6e7959be-8245-4834-bd10-bf3c875e7c87%22:%91%22border_color_all%22%93}\u00a0\u00bb][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbceba8ea7-3e51-4a16-9dd2-309e6d51ba34&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h3 data-start=\"1529\" data-end=\"1558\" class=\"\"><strong data-start=\"1837\" data-end=\"1861\">Fragmented ownership<\/strong><\/h3>\n<p>[\/et_pb_text][\/et_pb_column_inner][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbfd5a5cb6-230d-4e68-80fe-66bdfe20d4a3&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Each squad operated in isolation, with a partial view of the customer journey and limited communication across teams.<\/p>\n<p>[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][et_pb_row_inner column_structure=\u00a0\u00bb1_2,1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb border_color_all=\u00a0\u00bbgcid-6e7959be-8245-4834-bd10-bf3c875e7c87&Prime; border_width_bottom=\u00a0\u00bb1px\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-6e7959be-8245-4834-bd10-bf3c875e7c87%22:%91%22border_color_all%22%93}\u00a0\u00bb][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbceba8ea7-3e51-4a16-9dd2-309e6d51ba34&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h4><strong data-start=\"1983\" data-end=\"2016\">Tech-driven execution culture<\/strong><\/h4>\n<p>[\/et_pb_text][\/et_pb_column_inner][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbfd5a5cb6-230d-4e68-80fe-66bdfe20d4a3&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<ul>\n<li data-start=\"2106\" data-end=\"2207\" class=\"\">\n<p data-start=\"2108\" data-end=\"2207\" class=\"\">Development was prioritized over exploration, with limited room for upstream research, ideation, or holistic problem framing.<\/p>\n<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][et_pb_row_inner column_structure=\u00a0\u00bb1_2,1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb border_color_all=\u00a0\u00bbgcid-6e7959be-8245-4834-bd10-bf3c875e7c87&Prime; border_width_bottom=\u00a0\u00bb1px\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-6e7959be-8245-4834-bd10-bf3c875e7c87%22:%91%22border_color_all%22%93}\u00a0\u00bb][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbceba8ea7-3e51-4a16-9dd2-309e6d51ba34&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h3 data-start=\"2743\" data-end=\"2768\" class=\"\"><strong>Disconnected KPIs<\/strong><\/h3>\n<p>[\/et_pb_text][\/et_pb_column_inner][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbfd5a5cb6-230d-4e68-80fe-66bdfe20d4a3&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<ul>\n<li>Performance indicators varied by team and changed every six months, making it difficult to measure impact or track experience over time.<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][et_pb_row_inner column_structure=\u00a0\u00bb1_2,1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb border_color_all=\u00a0\u00bbgcid-6e7959be-8245-4834-bd10-bf3c875e7c87&Prime; border_width_bottom=\u00a0\u00bb1px\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-6e7959be-8245-4834-bd10-bf3c875e7c87%22:%91%22border_color_all%22%93}\u00a0\u00bb][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbceba8ea7-3e51-4a16-9dd2-309e6d51ba34&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h4>Misalignment with user needs<\/h4>\n<p>[\/et_pb_text][\/et_pb_column_inner][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbfd5a5cb6-230d-4e68-80fe-66bdfe20d4a3&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<ul>\n<li data-start=\"3386\" data-end=\"3477\" class=\"\">\n<p data-start=\"3388\" data-end=\"3477\" class=\"\">The product was historically optimized for telesales and lacked a true self-serve experience, unfit for autonomous digital users.<\/p>\n<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][et_pb_row_inner column_structure=\u00a0\u00bb1_2,1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb border_color_all=\u00a0\u00bbgcid-6e7959be-8245-4834-bd10-bf3c875e7c87&Prime; border_width_bottom=\u00a0\u00bb1px\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-6e7959be-8245-4834-bd10-bf3c875e7c87%22:%91%22border_color_all%22%93}\u00a0\u00bb][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbceba8ea7-3e51-4a16-9dd2-309e6d51ba34&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h4>Lack of structured user research practice<\/h4>\n<p>[\/et_pb_text][\/et_pb_column_inner][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbfd5a5cb6-230d-4e68-80fe-66bdfe20d4a3&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<ul>\n<li data-start=\"3386\" data-end=\"3477\" class=\"\">\n<p data-start=\"3388\" data-end=\"3477\" class=\"\">Decisions were often led only by marketing or sales, focused on business logic or offerings, not end-user experience.<\/p>\n<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][et_pb_row_inner column_structure=\u00a0\u00bb1_2,1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb border_color_all=\u00a0\u00bbgcid-6e7959be-8245-4834-bd10-bf3c875e7c87&Prime; border_width_bottom=\u00a0\u00bb1px\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-6e7959be-8245-4834-bd10-bf3c875e7c87%22:%91%22border_color_all%22%93}\u00a0\u00bb][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbceba8ea7-3e51-4a16-9dd2-309e6d51ba34&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h4>Lack of documentation and planning visibility<\/h4>\n<p>[\/et_pb_text][\/et_pb_column_inner][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbfd5a5cb6-230d-4e68-80fe-66bdfe20d4a3&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<ul>\n<li data-start=\"3386\" data-end=\"3477\" class=\"\">\n<p data-start=\"3388\" data-end=\"3477\" class=\"\">Initiative tracking and inter-team transparency were minimal, leading to redundant efforts and siloed decisions.<\/p>\n<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][\/et_pb_column][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; specialty=\u00a0\u00bbon\u00a0\u00bb admin_label=\u00a0\u00bbFeatures\u00a0\u00bb _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bbgcid-05864f7b-18b4-424d-8937-0b09a7c6a082&Prime; collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-05864f7b-18b4-424d-8937-0b09a7c6a082%22:%91%22background_color%22%93}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.16&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bb25089644-97cb-4176-a46e-e85a1821a305&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\"><strong>Design methodology<\/strong><\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-xl xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex flex-col items-start gap-4 whitespace-pre-wrap break-words\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<p>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.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2&Prime; specialty_columns=\u00a0\u00bb2&Prime; _builder_version=\u00a0\u00bb4.16&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_row_inner column_structure=\u00a0\u00bb1_2,1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb border_color_all=\u00a0\u00bbgcid-6e7959be-8245-4834-bd10-bf3c875e7c87&Prime; border_width_bottom=\u00a0\u00bb1px\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-6e7959be-8245-4834-bd10-bf3c875e7c87%22:%91%22border_color_all%22%93}\u00a0\u00bb][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbceba8ea7-3e51-4a16-9dd2-309e6d51ba34&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h4><strong data-start=\"2831\" data-end=\"2857\">Research and Discovery<\/strong><\/h4>\n<ul><\/ul>\n<p>[\/et_pb_text][\/et_pb_column_inner][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbfd5a5cb6-230d-4e68-80fe-66bdfe20d4a3&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<ul>\n<li data-start=\"2860\" data-end=\"2988\">Promoted a user-first mindset and initiated product discovery rituals to uncover problems, define goals, and align on use cases.<\/li>\n<li data-start=\"2860\" data-end=\"2988\">Advocated for KPI structuring around key customer moments instead of per-team metrics, to improve insight recurrence and leadership visibility.<\/li>\n<li data-start=\"3137\" data-end=\"3221\">Initiated regular feedback collection points tied to critical experience milestones.<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][et_pb_row_inner column_structure=\u00a0\u00bb1_2,1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb border_color_all=\u00a0\u00bbgcid-6e7959be-8245-4834-bd10-bf3c875e7c87&Prime; border_width_bottom=\u00a0\u00bb1px\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-6e7959be-8245-4834-bd10-bf3c875e7c87%22:%91%22border_color_all%22%93}\u00a0\u00bb][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbceba8ea7-3e51-4a16-9dd2-309e6d51ba34&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h4><strong data-start=\"3227\" data-end=\"3268\">Cross-team Strategy and Communication<\/strong><\/h4>\n<ul><\/ul>\n<p>[\/et_pb_text][\/et_pb_column_inner][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbfd5a5cb6-230d-4e68-80fe-66bdfe20d4a3&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<ul>\n<li data-start=\"3271\" data-end=\"3413\">Fostered collaboration between product, tech, and business teams to build a shared understanding of user pain points and long-term objectives.<\/li>\n<li data-start=\"3416\" data-end=\"3538\">Introduced better planning, documentation, and initiative visibility to reduce redundant work and improve decision-making.<\/li>\n<li data-start=\"3541\" data-end=\"3656\">Encouraged a more systemic view of customer journeys, bridging front-office, back-office, and technical constraints.<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][et_pb_row_inner column_structure=\u00a0\u00bb1_2,1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb border_color_all=\u00a0\u00bbgcid-6e7959be-8245-4834-bd10-bf3c875e7c87&Prime; border_width_bottom=\u00a0\u00bb1px\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-6e7959be-8245-4834-bd10-bf3c875e7c87%22:%91%22border_color_all%22%93}\u00a0\u00bb][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbceba8ea7-3e51-4a16-9dd2-309e6d51ba34&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h4><strong>Conception and visual design and impact<\/strong><\/h4>\n<p>[\/et_pb_text][\/et_pb_column_inner][et_pb_column_inner type=\u00a0\u00bb1_2&Prime; saved_specialty_column_type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.20.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.21.0&Prime; _module_preset=\u00a0\u00bbfd5a5cb6-230d-4e68-80fe-66bdfe20d4a3&Prime; text_font=\u00a0\u00bb||||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<ul>\n<li data-start=\"3689\" data-end=\"3787\">Improved prioritization logic to balance business impact, user experience, and development effort.<\/li>\n<li data-start=\"3790\" data-end=\"3877\">Helped squads identify relevant KPIs and evaluate post-launch results.<\/li>\n<li data-start=\"3880\" data-end=\"4013\">Contributed to higher-quality outputs by integrating design practices earlier in the delivery chain, beyond just interface execution.<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][\/et_pb_column][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-672","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/asma-suleiman.com\/index.php\/wp-json\/wp\/v2\/pages\/672","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/asma-suleiman.com\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/asma-suleiman.com\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/asma-suleiman.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/asma-suleiman.com\/index.php\/wp-json\/wp\/v2\/comments?post=672"}],"version-history":[{"count":5,"href":"https:\/\/asma-suleiman.com\/index.php\/wp-json\/wp\/v2\/pages\/672\/revisions"}],"predecessor-version":[{"id":698,"href":"https:\/\/asma-suleiman.com\/index.php\/wp-json\/wp\/v2\/pages\/672\/revisions\/698"}],"wp:attachment":[{"href":"https:\/\/asma-suleiman.com\/index.php\/wp-json\/wp\/v2\/media?parent=672"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}