Artyom Semenov

Tag: User Research

  • Future of service experience

    Future of service experience

    Situation

    Deloitte launched an ambitious new campaign in collaboration with Salesforce to reimagine the future of customer service, supported by agentic AI. The centrepiece of the campaign was an immersive 360 experience, as well as a stand at Salesforce World Tour 2025 and various pieces of collateral.

    Approach

    I acted as a production lead for the campaign, working directly with the sponsoring partner and stakeholders from Agentforce and wider Deloitte. To re-imagine the future of service we:

    • Conducted in-person research with a 360 video camera to immerse our clients into the participants’ contexts.
    • Designed, animated, voiced, and composited prototypes in Figma and DaVinci Resolve.
    • Designed and printed the Salesforce World Tour conference stand.
    • Designed an immersive 360 experience in Figma using videos, prototypes, and professional voice overs.

    One challenge was to get consensus on the plan and approach from a variety of partners involved. For example, the research almost didn’t happen. Despite a clear brief about raising empathy, we saw some resistance to the idea of running original research. Over the course of several weeks, as other aspects of the experience were fleshed out, I aligned with stakeholders one on one. I wanted to emphasise the benefits of the approach, the stories we’ll be able to tell, the innovative method (360 camera) of capturing research data, the ability to be in our participants’ living rooms and to see them on a big screen. I was successful in convincing the majority, and majority then overruled the minority. The research went ahead.

    Outcomes

    We produced the immersive experience and print ready panel designs for Salesforce World Tour. Beyond glowing qualitative comments from clients and leads, we built a solid pipeline of potential new deals worth millions having spent only a few hundred thousand on the campaign.

  • Marine Licensing Discovery

    Marine Licensing Discovery

    Situation

    A government department’s ambition was to transform its marine licensing service. The complexity of the process, ministerial oversight, and several failed attempts in previous years made this a challenging environment that required careful stakeholder management and ambiguity around recruitment.

    Task

    The team was tasked with conducting a standard Discovery to understand the current process, and identify opportunities, pain points, and behaviours. A report of our recommendations and early concepts was to be presented to the government ministers who would issue budget for the next phase of work.

    Actions

    As a small and agile research team we worked closely with Product, Design, and Delivery, to plan and execute the research in record time.

    To make sense of the departmental context I conducted several in-depth research kick-off workshops that challenges the client to think about their assumptions. These assumptions were then turned into testable hypotheses and success measures.

    We used generative AI to quickly conduct desk research and review 50+ sources for key themes and existing insight.

    We then conducted interviews with a complex network of service users and stakeholders, mapping the process as we went. We produced lean personas, process maps, and ‘as-is’ service blueprints.

    Recruitment included:

    • Stakeholders (e.g., port authorities, scientific organisations, and other government departments) that were recruited using snowball recruitment through word of mouth and existing relationships.
    • Service users (e.g., engineers and building company leaders applying for a licenses) that were recruited using a third party recruiter.

    Result

    We spoke to 10+ service users and 5 stakeholders. The final report, which included 30+ insights and recommendations, along with a “to-be” service blueprint and several concepts and hypotheses for future testing, was presented to the small project team and a clean version was produced for ministerial scrutiny.

    The department was successful at securing the funding and proceeding to a longer Alpha phase.