Research and Benchmarking

In an increasingly competitive digital landscape, measuring experience through data-driven insights is critical to staying ahead. During my time at Vodafone, I led the shift to a SUPR-Q benchmarking model to track usability, appearance, loyalty and trust across key journeys.

Experience Benchmarking Program

Problem

Despite increasing pressure to improve digital experiences, TPG lacked a structured approach to measure customer sentiment, usability, and service quality across key journeys.

Challenges included

Fragmented insights: Experience data was fragmented across brands, channels, and teams.
No baseline measurement: No consistent method to benchmark usability, loyalty, trust, or visual appeal.
Limited visibility: Difficulty identifying patterns and prioritising improvements based on customer feedback.
Missed opportunity: Without reliable benchmarking, it was harder to demonstrate progress or advocate for user-centred design at scale.

Solution

To address these gaps, I led the design and rollout of the Experience Benchmarking Program, aligned to a modernised SUPR-Q model.

Key components of the program include:

Strategic shift: Moved from isolated surveys to a scalable benchmarking framework across multiple brands and journeys.
Balanced measurement: Combined quantitative metrics (eg. completion rates, SUPR-Q scores) with qualitative insights (eg. user pain points, sentiment).
Data storytelling: Developed clear reporting structures to link insights directly to business outcomes and roadmap decisions.
Continuous improvement: Embedded benchmarking as a regular operating rhythm, moving beyond one-off surveys.

Impact

The Experience Benchmarking Program transformed customer feedback from fragmented snapshots into an ongoing, strategic asset.

Business Impact:

Created a repeatable, multi-brand benchmarking program across TPG Group
Enabled leadership to make prioritised, evidence-backed investment decisions
Strengthened the case for UX maturity and service improvements at scale
Supported improved SEO, service quality, and brand trust metrics

User Impact:

Delivered better usability and service experiences informed by real customer insights
Helped surface and address hidden friction points
Supported a stronger, more consistent digital experience across brands

Turning customer insights into measurable, actionable improvements across TPG’s digital experiences through a scalable, data-driven benchmarking program.

User Testing Trial

Challenge:
The team lacked an optimised approach for user testing at scale, with limited access to platforms that supported unmoderated testing, continuous discovery, and operational readiness.

Solution & Benefits:
Ran a detailed trial of UserTesting, alongside platform evaluations of Askable and UserZoom, to identify the best fit for 2025 research needs. Delivered clear platform recommendations, a budget roadmap, and improved research scalability while supporting continuous discovery initiatives.

Length: 2+ mths

Role: Led trial & platform onboarding

Impact: Research democratisation and maturity

Siebel Health Score

Challenge: Traditional success metrics (like handling time and basic surveys) only captured part of the agent experience, limiting visibility into system and tool performance.

Solution & Benefits: Designed and implemented the Siebel Health Score, a new benchmarking framework combining agent feedback and system metrics. Built a dynamic LookerStudio dashboard for ongoing reporting, aligned research outcomes with business KPIs, and empowered teams with actionable insights to drive continuous improvement.

Length: 2+ mths

Role: Led concept to delivery

Impact: Data-driven design decisions

SUPR-Q Image Generator

Creates a clear visual summary of user experience performance across four key dimensions: usability, trust, appearance, and loyalty. Use this tool to easily communicate benchmarking results and track improvements over time with visual impact.