20 years · 10+ countries · four ways to see it

Selected work.

Customer journey management, service design strategy, and AI-augmented ways of working. Two ways of looking at the same body of work — the file, or the room.

PORTFOLIO · ST-01 / 2026FEATURED · 02CASE FILES · 12 OPENCLASSIFICATION · SELECTED

Dossier view. Two featured builds, then twelve cases — stamped, scoped, numbered. Clients redacted where work is still live or under NDA. Metrics are real.

FEATURED · 01
AI-NATIVE SECTORB2B SaaS · enterprise partners CLIENTCompany redacted ROLEVision, strategy, KPI framework & prototype

An enterprise partner portal for a 12-month sale.

Led ideation and agile implementation of an AI-native B2B SaaS enterprise partner portal, from strategic vision to a coded prototype.

Defined the partner experience end to end: lead onboarding, stakeholder surface area, gated implementation, KPI framework, commercial conversion logic, and business case. Validated the opportunity with 10+ high-impact stakeholders, market research, and ROI assessment, identifying the pains hurting the business and translating them into a React prototype ready for Vercel and GitHub.

AI-Native SaaSPartner PortalReact PrototypeKPI FrameworkROI Assessment
AI-native enterprise partner portal case image
SALES CYCLE
12+mo
VALIDATED
10+
BUILD
React + Vercel
RESULT
A validated business case and working portal prototype connecting partner onboarding, implementation gating, and commercial conversion.
FEATURED · 02
SOJOURN SECTORCustomer journeys · AI workroom CLIENTInternal product ROLEDesigner, builder, operator

The Sojourn way of working, running locally.

A local software environment for working with customer journeys, built around the vocabulary and method of the book Sojourn.

Coded in Claude Code Opus 4.7, designed and used by me. The software retrieves relevant research, makes strategic connections and recommendations, and includes a cast view for the room so decisions can be made with the right people and context present. It turns the Sojourn method into an operating surface, not just a reference text.

Claude CodeLocal SoftwareJourney ManagementResearch RetrievalDecision Room
CODED IN
Claude Code
MODEL
Opus 4.7
RUNS
Locally
RESULT
A working Sojourn companion for research retrieval, strategic recommendations, and room-level decision-making.
CASE · 001
STRATEGIC SECTORLogistics & Retail · Nordics CLIENTPosti Group ROLELead CX Consultant

Turning pain points into a financial language.

A two-year transformation correlating customer pain points with satisfaction tiers to estimate Customer Lifetime Value impacts for Finland’s largest postal and logistics group.

Mapped end-to-end journeys for multiple customer segments, with C-level stakeholder engagement throughout. Created a CLV model that translated pain points into revenue implications — shifting the business from reactive CX to a strategic growth instrument. Journeys became tools to democratize information and break silos, aligning the organization around a new brand journey.

Journey ManagementCLV ModellingCX StrategyStakeholder EngagementC-level
Posti Group case image 1 Posti Group case image 2
DURATION
2yrs
SEGMENTS
5+
CLIENT
Posti Group
RESULT
Paradigm shift — customers now viewed through satisfaction tiers with direct revenue implications. KPIs reshaped accordingly.
CASE · 002
PIONEER SECTORPublic Mobility · Finland CLIENTVR Finnish Railways ROLEDesign Lead

Mapping the nation, one heartbeat at a time.

The first comprehensive end-to-end customer journey map for Finnish Railways — using biometrics, GoPro footage, and timestamped journals to capture what passengers actually feel on long-haul rail journeys.

Service safaris across national routes equipped with FitBits, GoPros, and geotagged journals. Emotion management modeled after the Yale Emotional Intelligence Institute’s quadrant framework. No stone was left unturned: physiological states, mood curves, digital interactions, and signature moments across prolonged journeys. Outputs shaped management decisions and employee training directly.

Journey MappingBiometricsService SafariPeak–End RuleEmployee Training
VR Finnish Railways case image
SCALE
National
METHOD
FitBit + GoPro + journals
CLIENT
VR Railways
RESULT
A panoramic view of the journey — highs, lows, every nuance. Irrefutable input to management decisions and employee training.
CASE · 003
AWARDED SECTORGovernment · Middle East CLIENTPublic Institution · redacted ROLESME · Journey Management

An innovation operating system built to survive.

A Middle Eastern public institution asked how to innovate without breaking legitimacy, hierarchy, or culture. The answer was an operating system — designed to work inside constraints that would have killed any off-the-shelf methodology.

As subject-matter expert in Journey Management, helped build a multi-layer governance structure balancing cultural expectations around learning, failure, and public trust with real speed and autonomy. A final presentation before a Royal authority. The project continued after delivery. Won Business of the Year, Make Your Mark Awards, frog, 2023.

Innovation ManagementJourney ManagementCultural SensitivityInstructional DesignGovernment
Innovation operating system case image
MOTIVATED
95%
SATISFIED
90%
CORE TEAM
95%
AWARD
Winner, Business of the Year · Make Your Mark Awards · frog · 2023. 95% recommend to peers.
CASE · 004
PUBLISHED SECTORChildren’s Apparel · Global CLIENTReima ROLELead Service Designer

Six years later, the map is still on the wall.

Instead of mapping the parent’s journey, we followed the child. That shift uncovered a single North Star — “active time” — and produced a methodology published in Touchpoint (May 2022).

Focused on the child’s lived experience of Reima outerwear. Established weighted KPIs at each journey stage aligned to “active time” — those precious moments when the product’s benefits are actually felt. Art direction by Jani Sallinen. The journey map at Reima HQ remains in active use: updated with seasonal insights, fresh post-its, and new questions every year since delivery.

North Star MetricJourney MappingKPI DevelopmentOmnichannelPublished Research
Reima case image
Photo by Kai Kuusisto
STILL IN USE
6yrs
PUBLISHED
Touchpoint · May 2022
LENS
Child-first
RESULT
A living artifact — still on the HQ wall, still covered in sticky notes, still shaping decisions.
CASE · 005
SYSTEMS SECTORCybersecurity · Global SaaS CLIENTGlobal SaaS · redacted ROLELead Service Designer

Turning opinion wars into 10-minute decisions.

In a technology-first cybersecurity organization, prioritization was driven by persuasion, not value. The Opportunity Value Index (OVI) changed that — embedded directly into Jira and quarterly planning rituals.

Designed and led a scalable prioritization framework (Desirability–Feasibility–Viability) for a cybersecurity organization where product and engineering teams made fast decisions without a shared CX vocabulary. Embedded a 1–3 weighted scoring model directly into Jira. Piloted across teams to declutter backlogs. A Steering Group was established to make it a recognized governance practice — later developed into an academic case study.

Prioritization FrameworksDecision DesignJira IntegrationOrg GovernanceAcademic Case
Opportunity Value Index case image
FRAMEWORK
DFV · 1–3 weighted
EMBEDDED IN
Jira + quarterly rituals
OUTCOME
10-min decisions
RESULT
Backlogs decluttered. Culture shifted from opinion-driven to evidence-informed dialogue. Model survived into governance.
CASE · 006
REVENUE SECTORE-commerce · Nordics CLIENTPet e-commerce · redacted ROLEDesign Strategist

€187,455 in added revenue. From interface tweaks.

A Nordic pet e-commerce platform wanted growth. A rigorous A/B testing program found it — not through new features, but through search, checkout simplification, and post-purchase guidance.

Amplifying the search bar increased the search rate by 3.89%. Simplifying checkout — removing distractions, paring down options — triggered a 7% spike in in-site search and €187,455.39 in added annual revenue. Post-purchase “how to shop” guidance kept users engaged and invested. The lesson: a number that sounds modest at the session level compounds to something the business cannot ignore.

A/B TestingCROE-Commerce StrategyBehavioral DesignData Analysis
E-commerce revenue case image
SEARCH SPIKE
+7%
ADDED REVENUE
€187K/yr
VALUE
€1.45
SESSION VALUE
€1.39 → €1.45 per session. Modest. Annual. Unstoppable.
CASE · 007
AI SYSTEM SECTORGlobal SaaS · B2B2C CLIENTGlobal SaaS · redacted ROLEProject co-lead · research & strategy

Turning fresh expertise into organizational memory.

Research insights, benchmarks, and strategic reflections were scattered across decks, interviews, chats, and personal notes. The work became an AI-assisted system for preserving and compounding professional knowledge.

Co-led the project with a senior documentation manager experienced in RAG systems. Defined editorial guardrails, chaired the steering group, and shaped the system around structured human thinking rather than generic AI answers. The durable shift: AI asks better questions, preserves continuity, and supports decision-making with traceable accumulated insight.

AI-Augmented WorkKnowledge SystemsRAG GuardrailsEditorial StrategyGovernance
AI organizational memory case image
SYSTEM
AI memory
ROLE
Co-lead
YEAR
2024
RESULT
Discovery work reduced, continuity strengthened, insight made ready for decision-making, communications, and publication.
CASE · 008
CLARITY SECTORForestry · Industrial CLIENTMetsä Group ROLECX metrics strategist

From 100 KPIs to a handful that mattered.

A major industrial group had more CX measures than useful decisions. The task was to simplify without losing signal, then make the new metric logic usable in daily management.

Refined and combined metrics into a coherent, journey-aligned set, then helped translate them into dashboard logic spanning loyalty points management and program oversight. The value was not fewer numbers. It was a clearer way to connect organizational goals, customer experience, and practical decisions.

CX MetricsKPI StrategyDashboard LogicWorkshop FacilitationChange Management
Metsä KPI clarity case image
START
100+
FOCUS
Journey KPIs
CLIENT
Metsä
RESULT
A coherent metric set and integrated dashboard logic for customer-centric loyalty and experience management.
CASE · 009
RESEARCH SECTORIndustrial work · 6 markets CLIENTHeavy machinery · redacted ROLEResearch & service design lead

Recruitment strategy for people who love the work.

A global industrial company needed to rethink recruitment for operators and managers across six markets. The research found a passionate workforce trapped inside dated systems and generic employer narratives.

Used AI-supported desk research to form hypotheses, then grounded the work in employee, manager, and recruiter interviews across markets. The strongest signal was human, not technical: the ecosystem had failed to reflect the pride people felt in the craft. The result pointed toward more engaged, efficient, and culturally specific recruitment experiences.

Employee ExperienceRecruitment StrategyAI ResearchMulti-Market InterviewsService Design
Industrial recruitment case image
MARKETS
6
AUDIENCE
Operators
METHOD
AI + interviews
RESULT
A recruitment direction grounded in employee passion, manager pain points, and market-specific operating realities.
CASE · 010
STARTUP SECTORRecruitment · Career coaching CLIENTEarly-stage app · redacted ROLEValue proposition & digital strategy

Job hunting for early adopters. Then the data disagreed.

A budding coaching and recruitment app needed a sharper website and a value proposition people could actually recognize themselves in.

Interviewed job seekers to uncover motivations, anxieties, and decision triggers, then rapidly tested 15 value propositions. The strongest signal came from an overlooked segment: ambitious young women aged 18-23, often university students and early-career professionals taking vocational tests between classes, lunch breaks, and first jobs.

Value PropositionStartup StrategyUser ResearchMessage TestingRecruitment
Job hunting app case image
TESTED
15
AUDIENCE
18-23
FOCUS
Early careers
RESULT
A sharper digital strategy centered on the segment most ready to use, trust, and return to the platform.
CASE · 011
EDGE SECTORTelecom · Nordic infrastructure CLIENTNordic telecom · redacted ROLEStrategy & pricing model

A strategy for what the market did not understand yet.

Edge computing was mission-critical, but almost nobody knew how to sell it, price it, or explain why it mattered.

Distilled more than 75 ideas across IoT, 5G, data centers, and edge computing into a strategic direction. Benchmarked seven markets, assessed capabilities, evaluated revenue potential and partnerships, then built a pricing model from raw calculations: data loads, industrial processing scenarios, electricity, and infrastructure costs. The work helped set a road ahead for an emerging technology before the market had settled language for it.

Edge ComputingMarket StrategyPricing ModelBenchmarkingTelecom
Edge computing strategy case image
IDEAS
75+
MARKETS
7
FIELD
Edge
RESULT
A strategic direction and pricing logic for a category still too new for customers, sales teams, and partners to easily name.
CASE · 012
AI STORY SECTORTechnology consulting · AI CLIENTLeading consultancy · redacted ROLENarrative & visual identity

Before AI was hot, a €100M product needed a story.

A leading technology consultancy had an ambitious AI product, but the offer was too complex for executive buyers to grasp quickly.

Mapped the decision journeys of CMOs, CTOs, and COOs, then distilled the product into a master narrative built for the “aha” moment: what it was, why it mattered, and why now. From that narrative, we shaped a new visual identity that made the offer easier to remember, easier to pitch, and harder to confuse with the surrounding field of competent global competitors.

AI Product StrategyExecutive BuyersGo-to-MarketNarrative DesignVisual Identity
AI product narrative case image
VALUE
€100M
BUYERS
C-suite
OUTPUT
Narrative + ID
RESULT
A clearer product story and visual language for buyers overwhelmed by complex enterprise technology pitches.
Four rooms · One practice2 featured · 12 cases · 20 years

Room-by-room view. The portfolio grouped by the nature of the problem — scale, measurement, human experience, or the frontier. A tighter index, not the whole archive.

ROOM · 01STRATEGY AT SCALE

Scale

Governments, national infrastructure, corporations, and executive teams who needed agreement before they could move.

  • 01Innovation OS for Government · Middle East2023
  • 02Edge Computing Strategy · Nordic Telecom2019
  • 03Mapping the Nation · VR Finnish Railways2018
  • 04Partner Portal · enterprise SaaS2026
  • 05Metsä: From 100 KPIs to Clarity · Metsä Group2020
→ 5 scale highlights
ROOM · 02CLARITY FOR DECISIONS

Clarity

Turning ambiguity, research, and competing priorities into something people can measure, communicate, and act on.

  • 01Posti Group: CX → Financial Language2020
  • 02OVI Score · Global SaaS cybersecurity2023
  • 03Reima: Active Time North Star2017
  • 04AI Partner Portal · KPI framework + ROI2026
  • 05Before AI Was Hot · €100M product story2021
→ 5 decision systems
ROOM · 03THE HUMAN SIGNAL

People

Children, workers, patients, job seekers — people who needed systems that were not designed with them in mind.

  • 01Pharma & Health · Doctor-patient relationship2022
  • 02Job Hunting for Early Adopters · career app2021
  • 03“We F***ing Love Forklifts” · 6 markets2022
  • 04Must Love Pets · €187K A/B revenue2021
  • 05Sweden’s Employment Agency · against retention2021
→ 5 human-signal cases
ROOM · 04AI & FUTURES

Frontier

Work at the edge — AI systems, futures thinking, and technologies the market barely knew how to name yet.

  • 01Sojourn Workroom · local AI journey software2026
  • 02Big Brains · AI organizational memory · SaaS2024
  • 03Before AI Was Hot · enterprise AI story2021
  • 04The Geist Project · health futures · synthetic data2023
  • 05Pixelated Preservation · gaming for forests2019
→ 5 frontier artifacts
Adjacent practice · Art & Technology

Work at the magenta edge.

Digital art, net art, video, fiction, and theory — including work curated by Rhizome Artbase, VideoKILLS Berlin, and the SF MoMA blog, and presented at MIT.

Art & Technology →

Want to work together?

sergio@sergiotavares.com → About me Book a talk

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