[{"data":1,"prerenderedAt":190},["ShallowReactive",2],{"{\"resolve_links\":\"url\",\"resolve_relations\":\"case_list.cases,timeline.roles,role.cases,move.proof\",\"version\":\"published\"}work\u002Fdoxzoo":3,"datasource:disciplines":181},{"data":4,"headers":159},{"story":5,"cv":156,"rels":157,"links":158},{"name":6,"created_at":7,"published_at":8,"updated_at":9,"id":10,"uuid":11,"content":12,"slug":146,"full_slug":147,"sort_by_date":148,"position":149,"tag_list":150,"is_startpage":151,"parent_id":152,"meta_data":148,"group_id":153,"first_published_at":8,"release_id":148,"lang":154,"path":148,"alternates":155,"default_full_slug":148,"translated_slugs":148},"Doxzoo","2026-10-15T13:38:58.295Z","2026-10-15T13:38:58.350Z","2026-10-15T13:38:58.368Z",230940419292944,"2c30b441-eb57-4690-870d-ed74673e3299",{"_uid":13,"body":14,"role":29,"asked":131,"title":6,"accent":132,"client":21,"period":133,"sector":134,"summary":135,"actually":136,"component":137,"disciplines":138,"outcome_label":143,"outcome_figure":144,"seo_description":145},"5d762413-e3c6-4bb7-9b67-2c7506ea57d7",[15,35,58,63,71,76,104,121],{"_uid":16,"items":17,"component":34},"a789088b-c2b3-4150-b95e-18912edb4471",[18,23,26,30],{"_uid":19,"label":20,"value":21,"component":22},"57d27abd-0ceb-4125-a698-bab3bb6ef206","Client","Greens Digital","spec",{"_uid":24,"label":25,"value":6,"component":22},"bedfffc1-472e-4795-a610-ca369ec37f87","Product",{"_uid":27,"label":28,"value":29,"component":22},"45e77c47-8bc3-4a29-8121-77027ba15ed5","My role","Service and product designer",{"_uid":31,"label":32,"value":33,"component":22},"7fa87354-0112-4f31-b5a1-4c8ba280009f","Status","Launch expected late 2026","context_strip",{"_uid":36,"text":37,"component":57},"c2a52995-b04f-4dcd-ba54-29fe65f8bda3",{"type":38,"content":39},"doc",[40,48,53],{"type":41,"attrs":42,"content":44},"heading",{"level":43},2,[45],{"text":46,"type":47},"Evidence before opinions","text",{"type":49,"content":50},"paragraph",[51],{"text":52,"type":47},"I prepared with surveys, post-purchase data, funnel analysis and walkthroughs of the site, grouped into four journey themes. Then a full day in a room with about eight senior leaders: the CEO, operations, IT, finance and marketing.",{"type":49,"content":54},[55],{"text":56,"type":47},"The prep meant the day could be spent on decisions instead of on whose hunch was right.","rich_text",{"_uid":59,"label":60,"quote":61,"component":62},"6d93b9a5-29f8-49a7-a761-3372cca66660","What the day surfaced","Many of the problems on the list weren't design problems. They were how the service worked, showing up on the screen.","finding",{"_uid":64,"text":65,"component":57},"a261bd53-5fdf-44c7-bb6d-091d55f6fbcb",{"type":38,"content":66},[67],{"type":49,"content":68},[69],{"text":70,"type":47},"Mapping the current journeys made that visible. Some fixes belonged in the interface. Others belonged in the service model underneath it, and no amount of redesign would touch them. Helping the leadership see which was which was the most useful thing I did on the project.",{"_uid":72,"items":73,"heading":74,"component":75},"2469e041-712d-4990-9d43-4418ffcc2ea6","Production\nPricing\nDelivery","Every proposition had to respect","constraint_list",{"_uid":77,"kind":78,"nodes":79,"heading":102,"component":103},"807a0cbe-54a8-4cbe-85e4-ae57132a1a4b","funnel",[80,85,89,93,97],{"_uid":81,"note":82,"label":83,"component":84},"9f1d028c-7f1b-450f-b00d-d48fc19b671d","Surveys, purchase data, funnels, walkthroughs","Four journey themes","diagram_node",{"_uid":86,"note":87,"label":88,"component":84},"854a2641-5417-47a7-a6c2-7f6e2da211c4","Mapped with the leadership team","Current-state journeys",{"_uid":90,"note":91,"label":92,"component":84},"af1437f8-1f27-4221-b99b-9085c5c82536","Issues sorted by where they really live","Service vs interface",{"_uid":94,"note":95,"label":96,"component":84},"8d165ff5-af02-419f-bd60-eb0a5ad0379c","Co-designed and compared","Four IA propositions",{"_uid":98,"note":99,"label":100,"emphasis":101,"component":84},"68889100-3d52-4aeb-8311-4dec49683071","Signed off by leadership","One direction",true,"From evidence to a direction","diagram",{"_uid":105,"text":106,"component":57},"1736222f-d587-49d8-89dc-e39b74716092",{"type":38,"content":107},[108,113,117],{"type":41,"attrs":109,"content":110},{"level":43},[111],{"text":112,"type":47},"Into delivery",{"type":49,"content":114},[115],{"text":116,"type":47},"The output wasn't a deck. It was reusable product-page specifications, components, acceptance criteria and competitor analysis, ready for development.",{"type":49,"content":118},[119],{"text":120,"type":47},"I was then retained to build the front end with AI-assisted development, using a DESIGN.md as guardrails so generated code stays on-system, and deploying on every commit to main. The process is deliberately lighter than it would be on a big team. It's sized to the project.",{"_uid":122,"text":123,"heading":129,"component":130},"e27ea605-5953-46e7-bb0a-88941373dfc8",{"type":38,"content":124},[125],{"type":49,"content":126},[127],{"text":128,"type":47},"V3 hasn't launched yet. It's expected before the end of 2026, and I'm still working with the team on changes as they need them. I'll update this with what happened.","Where it's at","reflection","Redesign the site for V3.","square","2026","Online print","Doxzoo is a profitable online print platform. Before redesigning anything I ran a full-day workshop with eight senior leaders, mapped the current journeys and separated service issues from design issues. Four IA propositions later, leadership signed off a direction, and I've been delivering the front end with AI-assisted development.","A lot of what looked like interface problems were problems with how the service worked. The leadership needed to tell the two apart before anyone drew a screen.","case_study",[139,140,141,142],"facilitation","service-design","product-direction","front-end","information architectures, assessed against production, pricing and delivery. One direction signed off by leadership.","4 → 1","Service design for Doxzoo's V3: separating service-model problems from interface problems with eight senior leaders, then AI-assisted front-end delivery.","doxzoo","work\u002Fdoxzoo",null,-30,[],false,230940080752588,"281d1fb0-8adb-4f44-921a-f24c54d63adb","default",[],1792072709,[],[],{"cache-control":160,"connection":161,"content-encoding":162,"content-type":163,"date":164,"etag":165,"referrer-policy":166,"sb-be-version":167,"server":168,"transfer-encoding":169,"vary":170,"via":171,"x-amz-cf-id":172,"x-amz-cf-pop":173,"x-cache":174,"x-content-type-options":175,"x-frame-options":176,"x-permitted-cross-domain-policies":177,"x-request-id":178,"x-runtime":179,"x-xss-protection":180},"max-age=0, public, s-maxage=604800, stale-if-error=3600","keep-alive","gzip","application\u002Fjson; charset=utf-8","Thu, 15 Oct 2026 13:59:06 GMT","W\u002F\"088098b14d98662d055d28a0e0bb22df\"","strict-origin-when-cross-origin","5.980.1","nginx\u002F1.29.1","chunked","Origin,Accept-Encoding","1.1 fc5f25ffc4781fcc1356b6828fbfeede.cloudfront.net (CloudFront)","9h1Ihdc2EiIoandfKIKdze5piuLs03cT0Db6l6pHAXbPmU43FeUEoA==","MIA50-P7","Miss from cloudfront","nosniff","SAMEORIGIN","none","6e283424-0361-4d80-9205-0b8de8b4aecd","0.018399","0",{"discovery":182,"service-design":183,"product-direction":184,"facilitation":185,"front-end":186,"engineering":187,"leadership":188,"data-ux":189},"Discovery","Service design","Product direction","Facilitation","Front end","Engineering","Leadership","Data UX",1792072745633]