Illumina is a healthcare, biotechnology company that specializes in genomics and DNA sequencing systems. The company provides products and services (instruments, kits and reagents, library prep, software and analysis) for both clinical and non-clinical customers, such as academic, government, pharmaceutical, biotechnology, and individual researchers and clinicians. Illumina's mission is to improve human health by unlocking the power of the genome.
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Role/Title
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Customer Experience Specialist, Global CX, 11/2021 - 01/2023, full-time
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Research Collaborator, 06/2021 - 11/2021
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I divided my work at Illumina into 3 main buckets:
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Led research projects (identifying methodology, timelines, participant screening, recruiting, and scheduling, interviewing, workshopped, synthesizing, presenting)
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Promoted the adoption of research and CX principles across stakeholders by creating and delivering research educational content (journey mapping, personas, workshop), being a research SME, and consulting teams on research and decision-making
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Collaborated across departments around Voice of Customer research, digital transformation programs, omni-channel programs, CX metrics that support company objectives to improve customer-centric culture
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Disclaimer: Due to Confidentiality (NDA), below are the highlights of projects that I led. For additional findings, please contact hkim.ng24@gmail.com
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JOURNEY MAPPING PROJECT
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Role: Project lead
Objective: Map the end-to-end customer journey for a flagship SaaS with a clear identification of what could be improved ​
What I did:
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Finalize list of stakeholder contact
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Draft interview guide
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Schedule and conduct interviews
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Synthesize insights
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Mapping
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Stakeholders validation
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Customer validation
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Feedback from CX team
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Final readout with stakeholders across the company
What I impacted:
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successful alignment of stakeholders and a clear understanding of customer and business pain points
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increased CX visibility by showing the impact of customer-centric approaches
What I learn​​
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Being flexible in how to conduct research by combining different methods/techniques, for example in-depth interview with workshop
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Gained a rich understanding of organization
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Sharpened my in-depth interviewing skills
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Role: Project lead
Objective: Collaborate with the UX team and led a generative research to uncover users' pain points while navigating Illumina's website
What I did:
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Interview internal stakeholders for alignment
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Recruit participants (customers)
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Draft interview guide
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Schedule and conduct usability testing
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Synthesize insights and make actionable recommendations
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Final readout with stakeholders across the company
What I impact:
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A thorough alignment of customer needs and inform the website redesign
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Highlighted the importance of collaboration between teams to create impactful customer experiences.
What I learn
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Always involve stakeholders in the process by proactively sharing progress with them. Take them along and make them feel valued contributors to the project.
WEB NAVIGATION PROJECT
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GLOBAL CX
INSIDER
PAGES
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Role: Project lead, owner of the pages
Objective: Unify the Global CX team's look
What I did:
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Solicited input from CX team units on their mission and resources
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Create information architecture and requested feedback from each team
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Planned and built the pages for the global team and each CX team unit with consistent design and structure
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Consulted with IT for technical support in building the pages
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Launched the pages during CX month
What I impact:
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Reduced time and effort in promoting the Global CX team
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Centralized research materials and resources for easy access
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Broke the status quo and drove internal awareness of CX
What I learn: Having an ownership mindset is essential not only for conducting research but also for helping the team increase the visibility
Role: Research Consultant
Objective: Identify key features that will drive more customers to online education from Illumina
What I did:
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Conducted stakeholder interviews
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Conducted secondary research
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Conducted behavioral mapping and provided recommendations
What I impact:
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Inspired teams to adopt a human-centric and behaviorally informed approach to design
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Demonstrated how Behavioral science can applied to CX
What I learn
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Gained experience in project management
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Developed skills in consulting and stakeholder engagement
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CAPSTONE
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ECOMMERCE
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Role: Research Consultant
Objective: Understanding the factors driving clinical customers' purchasing habits on e-commerce
What I did
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Conducted stakeholder interviews
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Conducted secondary research
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Applied behavioral science principles
What I impact:
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Inspired teams to adopt a human-centric and behaviorally informed approach to design
What I learn
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Gained understanding of Illumina's organizational structure
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Acquired domain knowledge in biotech and genomics
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