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.
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
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
Disclaimer: Due to Confidentiality (NDA), below are the highlights of projects that I led. For additional findings, please contact hkim.ng24@gmail.com
JOURNEY MAPPING PROJECT
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
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
GLOBAL CX
INSIDER
PAGES
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
CAPSTONE
ECOMMERCE
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