Contact details

Email: helen dot bywater-smith at ipsos dot com

Tel.: TBC

Room: R2.28 (Ramphal Building)

Associate Lecturer

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Biography

I lead the Global Service Design Ipsos in Customer Experience division across 90 markets. I have developed and drive the R&D in Service Design at Ipsos, create and lead the training across the business and work across markets to deliver projects. I have worked in Qualitative research since graduating in 2002 and have worked in small, medium, and global research agencies plus client side roles throughout my career. I specialised in Service Design in 2012 and led the UK practice within Ipsos before moving into the Global team in 2021.

I am passionate about Human Centred Design, Systems Thinking and work across all sectors including: Finance, Insurance, Hotel and Leisure, Travel and transport, Retail, Healthcare, CPG, and B2B. My skills include ethnography, customer journey mapping, employee journey mapping, designing and facilitating workshops, leading qualitative research programmes, moderation and service blueprinting.

I work with teams and clients across markets and sectors designing experiences to deliver ROCXI: Return on CX Investment. The experiences are focussed on driving the right customer behaviours such as, encouraging advocacy, increasing share of spend, improving customer retention and internal operational efficiency. I co-developed Ipsos Forces of CX framework, a model which identifies the key drivers of relationship strength and implemented it within the journey mapping and service design methodologies. I speak regularly at conferences and client events, educating teams on Journey Mapping, Customer Experience (including the impact of Generative AI on experience) and Service Design globally.

Pedagogy

Within my role at Warwick University, I have co-developed the Service Design and UX for Social Impact module with Adela Glyn-Davies. Together, we designed and delivered a 10-week, cross faculty, module which took the students through a Service Design end-to-end project from brief through to delivering an end digital prototype.

I am a firm believer in holistic pedagogy and experiential learning. Through a blend of theory and practice integrated into every session, I strive to ensure students not only learn but also internalise the knowledge. I bring my cross-sector, global perspective to life in the classroom, highlighting the impact of experience on individuals and businesses alike. Each session I conduct champions fun, play, and creativity, and integrates the Forces of CX to empathise and cater to the needs of the students.

Publications

CX service design: creating emotional attachment and driving brand growth | Ipsos

Customer Perspective: An Ipsos podcast | Ipsos

Ipsos Forces of CX (youtube.com)

CX Service Design Webinar (youtube.com)