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Sanya Sud

Experience &
Service Designer ,
Creative Strategist

I am a Strategic Service Designer with a background in creating streamlined end-to-end solutions, driving business growth, and delivering seamless customer experiences. I have amassed this background across the United Kingdom, Singapore and India where I have had the opportunity to collaborate with multi-disciplined regional teams and a diverse clientele functioning in sectors including finance, automotive, healthcare, public services, education, beauty, F&B and more.

While shaping the vision for products and services my passion for this field emerges from mapping comprehensive processes, navigating complex systems and defining effective strategies that establish valuable connections between human, digital and physical interactions

Skills

Service Design I UX Design and Consulting I User Research & Testing I Experience Strategy I Process flows and Prototyping I Experience Mapping I Business Modelling I Stakeholder Management I Service Blueprinting I Performance Measurement I Opportunity Sizing I Adobe C-suite I Figma I Sketch 

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Work
Experience

2017

Singapore

IBM

In my role within IBM's strategic deals squad, I gained valuable experience with agile methodologies. Collaborating with both the information design team and my Lasalle teammates, we worked on the development of a mobile application. This encompassed crucial phases such as user research, customer journey mapping, problem statement identification, and the creation of a high-fidelity prototype. Additionally, I explored the foundational elements of artificial intelligence and augmented reality with IBM Watsons, expanding my expertise in these domains.

2017

Singapore

Cubiz

I was responsible for initiating the creative process, conceptualisation and production of a wide range of print and digital media assets. These included web banners, posters, brochures, editorials, and digital marketing collaterals for renowned organisations such as DBS, Jaguar, LG, Singtel, Sing Health Polyclinics, and the esteemed Changi Extra Mile Awards event.

2017

Singapore

Landor 
& Fitch

At (formerly known as) Fitch, I collaborated with three Lasalle classmates, leveraging a human-centered approach to address the declining footfall at Orchard Road malls in Singapore. Employing design thinking principles, we identified core problems and developed an informed solution aimed at enhancing the shopping experience. Our objective was to counteract the impact of the exponential growth of online shopping and e-commerce platforms.

2016

Singapore

Naiise

As part of a collaborative effort between Naiise and Lasalle College of the Arts, Singapore, our two-person team got the opportunity to explore the realm of interdisciplinary design. We worked on creating an upcycled multi-purpose table, from ideation to production. This piece of work was subsequently showcased and made available for sale at Naiise, while also being prominently displayed at the esteemed National Design Centre in Singapore.

2018 - 2021

Singapore

Isobar,
Dentsu
Creative

In my role as a UX Designer and Strategist, I achieved impactful results while leading the audit and experience re-design for the Thailand market at FWD Insurance. This endeavour resulted in substantial business expansion from the initial brief, as we created an e-commerce playbook that defined FWD's regional sales operation strategy. We built the necessary capabilities and enabled the team to drive towards ambitious growth targets across the Southeast Asian market.

 

Additionally, I led the UX efforts for the PSB Academy website, which led to remarkable outcomes. Following the website launch, we witnessed a progressive rise in traffic by approximately 21%. The site also boasted low exit rates, indicating high user engagement. The value generated, led to contract extensions, with an interesting opportunity to integrate online courses on the website.

 

I collaborated with diverse teams and clients, delivering impactful and human-centred products and services. By integrating service design principles, I effectively communicated distinct solution purposes and expanded project deliverables. This experience not only honed my innovative and strategic thinking but also enabled me to generate informed concepts with a consulting perspective, driving results and achieving tangible impact.

2016

Mumbai, India

Ogilvy

As a creative intern, I gained valuable exposure to mainstream advertising while working on television and activation ad campaigns for TATA Sky, a renowned broadcast service provider. I actively contributed to the entire creative process, from ideation to final execution. Additionally, I played a role in designing print ad campaigns and had the opportunity to contribute to the 10-year anniversary promotional activities for the dish tv brand.

2021 - 2022

Singapore & APAC

Ogilvy

In my previous role as the Experience Lead for the Singapore Together initiative, I was responsible for the UX development, design direction and stakeholder engagement. The initiative, launched in 2019, aimed to establish a closer partnership between Singaporeans and the Government. Motivated by the unprecedented disruptions caused by the COVID-19 pandemic, the Government intensified its efforts to drive the development of a more caring, inclusive, and sustainable society.

Additionally, I contributed to the strategic project planning and development of deliverables for Citibank in collaboration with the regional teams. 

2024 - Present

London, UK

Nissan 
Motor
Corporation

At Nissan, as Service and Product Design Lead, I shape the future product, technology, and connected services portfolio in the AMIEO (Africa, Middle East, India, Europe, and Oceania) region.

 

Connected Services Enhancement: Leading service and feature upgrades for the Nissan Connect app, ensuring end-to-end product development across both upstream and downstream channels. 

 

Strategic Vision and Stakeholder Engagement: Developing and executing bundling strategies for connected car services, facilitating workshops with senior stakeholders to define services for future technologies, and obtain regional and global stakeholder buy-in, to ensure a standardised global implementation from 2025-2027. These strategies are projected to enhance customer retention.

 

Nissan Hub Development: Initiating the Nissan Hub with regional the business development lead, projected to increase profitability of connected services by 28% in the AMIEO region within the first year of launch.  This initiative developed my technical acumen in supporting comprehensive service and product development with R&D teams.

2022 - 2023

London, UK

Accenture Song

As a Service and Experience Design Specialist, I served clients in both private and public sectors (FTSE 500), focusing on new business development and engagements that drive market opportunities aligned with business objectives.

 

In the upfront innovation process, I operate as a strategic service designer and experience strategist, defining value propositions, target products, services, and end-to-end customer experiences. I also generate new business models with measurable KPIs to shape impactful service offerings.

 

During implementation, I assume a role of overseeing design and also execution, leading teams to ensure the detailed proposition design aligns with the vision and value ambition, across key enablement areas.

 

Through these projects, I’ve worked with teams to enforce organisational change and adoption of designed services, by leading workshops to promote the benefits of the service design approach to stakeholders, enabling them to embrace new ways of working and service delivery. 

 

With a holistic and action-driven approach, I bring together service design and experience strategy. Leveraging expertise in both disciplines, I create value for clients, driving business growth, and enhancing overall organisational performance. Through collaborative partnerships and market insights, I work on crafting strategies that have a significant impact on customer experiences and generate sustainable business success.

Clients

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Work

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