Deep engagement
Service Transformation
When you need to fundamentally rethink how something works. Brand, product, process, culture—whatever's needed to transform how your service delivers value.
The problem this solves
Your service touches multiple teams, multiple systems, multiple touchpoints. Nobody has the full picture. Sales doesn't know what operations deals with. Engineering doesn't see the customer journey. Everyone's optimizing their piece without seeing the whole.
Or the problem is deeper: your entire approach needs rethinking. Not incremental improvement, but fundamental transformation. Brand and product need to evolve together. Ways of working need to change.
This work makes the invisible visible. We map what's happening, understand the system, and build what's needed to transform it—not just document it.
What transformation can include
Service mapping & redesign
Visual maps of the entire service. Customer journey, frontstage, backstage, support systems. Where things work, where they break, and how to fix them.
Brand evolution
When the service changes, the brand often needs to evolve too. Identity, voice, visual language—aligned with the new direction.
Prototypes & tools
Tangible artifacts your team can use. Prototypes to test with users. Tools to support new ways of working. Things you can point to and build from.
Process & culture change
New ways of working. Feedback loops. Decision-making processes. The organizational changes needed to sustain the transformation.
How it works
Phase 1: Discovery
Stakeholder interviews across teams. Customer research and observation. Data review. Understanding what's supposed to happen vs. what actually happens. Usually 2-3 weeks.
Phase 2: Co-creation
Workshops with cross-functional teams. Everyone sees the full picture, often for the first time. We design the transformation together. Pain points become obvious. Opportunities emerge.
Phase 3: Build
Creating what's needed. This varies by project: service maps, brand guidelines, prototypes, process documentation, tools. Tangible outputs your team can use.
Phase 4: Implementation strategy
Prioritized roadmap. What to tackle first. Dependencies between changes. Everything your teams need to execute the transformation.
What you leave with
End-to-end clarity
Visual understanding of your entire service or system. Shareable with any stakeholder. The picture everyone can point to.
Tangible outputs
Not just documentation—artifacts you can use. Prototypes, brand assets, tools, templates. Things your team works with, not just reads.
Prioritized roadmap
Which changes to tackle first. Estimated impact and effort. Dependencies between changes. A plan you can actually execute.
Cross-team alignment
Everyone who participated now sees the same picture. Shared vocabulary. Shared priorities. The political fights about what matters often resolve themselves.
What this looks like in practice
A platform company came to me for brand work. As we dug in, it became clear the brand couldn't evolve separately from the product. The engagement expanded organically.
We redesigned their brand identity. Built prototypes for a new platform direction. Created tools that helped reshape how their team works together. What started focused became a full transformation.
That's the nature of deep work. You often don't know the full scope until you're in it. The engagement adapts to what's actually needed.
This works if
Your challenge spans multiple teams or departments
You need fundamental rethinking, not just improvement
You have access to stakeholders across the organization
Leadership is ready to make real changes
This doesn't work if
You need a quick fix or single feature (try a validation sprint)
Departments won't share information or collaborate