UX Lead — Global Non-Profit
I worked as UX Lead on a discovery and synthesis project for a global non-profit working to establish standards for sustainable fishing. The organisation operates across a complex network of stakeholders, from fisheries and supply-chain partners to researchers, journalists, and NGOs, and relies on data, certification processes, and long-term relationships to achieve impact.
The project was commissioned to explore how the organisation’s digital systems and processes could better support these relationships, particularly in the context of ongoing CRM development and internal data fragmentation.
My role focused on facilitating cross-departmental discovery and translating organisational knowledge into shared artefacts that could support strategic decision-making. I co-designed and facilitated a series of full-day workshops with senior staff, working with participants to map stakeholder relationships over time and identify moments of friction, opportunity, and misalignment.
From this material, I synthesised seven detailed experience maps representing different stakeholder groups. These maps brought together data flows, organisational processes, and relational touchpoints, making visible patterns that were previously distributed across teams and systems. The maps were iteratively refined through follow-up sessions and collaborative review, and used to support internal alignment and assessment of the ongoing CRM programme.
Although the broader digital transformation of the organisation shifted during the course of the work, the project provided a shared language and set of artefacts through which teams could reason about stakeholder experience, data ownership, and system design. The work demonstrated the value of facilitated sense-making and experience mapping in complex, multi-stakeholder environments, particularly where formal outcomes are shaped as much by organisational change as by interface design.
