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Through robust research and inclusive
creativity, we help organisations
make products and services better
for people’s needs and everyday lives.

Travis Perkins

11 months (Jul 2021 - Present)

Areas of responsibility
User research, System and data analysis, Design strategy, UI design, Workshop facilitation, Prototyping, Service storytelling, Presentation
Experience Lab logo.jpg
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About ExperienceLab

ExperienceLab is a people-centred design and innovation agency within Serco. We generate ideas in partnership with consumers, clients, experts, technologists, artists and scientists. Then by constantly prototyping, testing, tailoring and improving, we quickly and efficiently deliver solutions that work. From customer service to digital optimisation and employee engagement; our work drives tangible, effective change across multiple sectors. Our focus and passion is bringing organisations and real people closer together. Everything we do is evidence-based and people-centred, and we help clients to embed that ethos seamlessly into their business.

As the first service designer in the team

ExperienceLab is renowned for its user research capability for over 20 years. It has pivoted in more recent times to strategy, design, innovation and development to expand the client base. Joining the team as the first service designer, I have the opportunities to collaborate with user researchers on a wide range of B2B and B2C projects. We uncover and analyse human insights, explore design opportunities and create prototypes to make our ideas tangible. I help the team develop internal service design skills and transform the work process as I collaborate with different user researchers and facilitate knowledge share within the team from time to time.



Serco delivers services to governments and other institutions who serve the public or protect vital national interests. The team aimed at transforming the adult learning and skills market; and simultaneously lead digital innovation for Serco in other service offerings. As part of the Serco's innovation department, we work with Serco CS, Microsoft, Leitha and Elastacloud to develop a brand new Learning Platform to an MVP (Minimal Viable Product), targeting L2 and L3 learners in England. 




The Learning Platform is an 'All-In-One’ digital platform that empowers citizens to find employment, skills opportunities and funded training courses available in their local area.​ The tool includes an innovative new funding finder and eligibility checker. The platform will be launched in August 2022. 

Feb 2022 - Present
Learning Platform
What I have done

.Building a learning platform from scratch by iterating wireframes creation and usability testing with user researchers in our team.

.Designing low-fidelity and high-fidelity prototypes to visualise the user journeys of learners, training providers and admins.

.Having regular handover meetings with the external development team and branding agency.

.Writing user requirements for both front-end and back-end user journeys.
Nov 2021 - Jan 2022
Workplace by Facebook


For developing world-class products, Meta need detailed and continual feedback on their prototypes. As their trusted partner across multiple-facets of Meta, we provide prompt feedback on the services we are asked to test, and if required, we conduct discovery research, to learn more about the potential users of those services.


Our partnership with Meta has continued to grow over the years that we have worked together, during which time we have been continually supporting them with developing their products that are used by individuals worldwide.
What I have done

.Conducted several rounds of usability testing with over 40 users across the UK and US to find out if the recent updates of the platform are sensible and the user flows are seamless.

.Presented the findings in a report with an assumption matrix and provided practical design recommendations for each round of research.

.The designers at Meta made changes to the interfaces and continued with the development of the new features based on our recommendations iteratively.




WorldFirst had identified the need for a broader understanding of their UK-based market, with a focus on their current and prospective customer needs and behaviours. We were engaged by WorldFirst to build an
understanding of the pricing preferences of Western B2B eCommerce buyers.




From our research, we delivered key insights to help WorldFirst understand their market and potential users better, mapping actionable recommendations to these insights to ensure that their pricing strategies matches Western B2B buyers' expectations.

Oct - Dec 2021
What I have done

.Conducted discovery research to help WorldFirst re-evaluate their pricing strategies as they expand the business overseas.

.Recruited and had in-depth interviews with 10 financial decision-makers in their companies for the research.

.Presented the insights to the team with some pricing templates to illustrate participants’ preferred pricing models and how they could better explain their service and the value of it.
Aug - Sep 2021
The Bathroom Showroom


We were engaged by The Bathroom Showroom (TBS) to explore and define the future digital customer experience of visualising bathroom makeovers, with the goal of disrupting the current market. The project had 3
phases. Firstly, in the ‘Discovery’ phase, we would explore the current customer journey and identify opportunities for improvement. Secondly, in the ‘Ideation’ phase, we facilitated workshops to generate solutions. Finally, in the ‘Prototyping’ phase, we created low-fidelity mock-ups of the solutions to test with users.


Our approach resulted in a disruptive and practical digital platform solution and a supporting app, that customers described as ‘brilliant’ and ‘exciting’. The solution brought together the use of e-commerce features, app technology, such as in-phone measurement functionality, and practical project management features to create a seamless, end-to-end bathroom renovation experiences for all user types.
What I have done

.Designed the key features and created low-fidelity prototypes of a new mobile application, which mainly helps users visualise The Bathroom Showroom’s products in their bathrooms with AR. 

.Planned and facilitated workshops to bring target users, professional installers and the team at Travis Perkins together to brainstorm and make design decisions.

.The team saw the potential of the application after our presentation and would like to start developing it this year.



The SWS programme provides a solution to recruiting and managing Serco’s contingent labour market as a result of current high workforce demands such as Serco’s Track and Trace contract.​ It is intended for SWS to serve as the primary gateway for contingent work in future Serco contracts. The SWS team have ensured thorough testing and review throughout the development but are yet to fully assess how the journey is experienced from candidates’ perspective end-to-end, across all channels. 




We understood the full ‘attraction to hire’ journey in order to identify areas for improvement and to support smooth transition and positioning of the solution going forward.

Jul - Aug 2021
Serco Workforce Solutions
What I have done

.Involved in understanding the recruitment experience of Serco’s temporary workers and proposing design opportunities to improve it.

.Conducted a ‘Mystery Shopper’ exercise to go through and review the recruitment journey.

.Interviewed 15+ Serco’s employees and recruiters, and observed screening calls and interviews.

.Presented the needs and pain points of different personas with journey maps, and ran a co-design workshop afterwards to identify areas for optimisation and prioritise the proposed opportunities.
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