Gabrielle de La Forest - Research & Service Design
CX & Service projects
A memorable and seamless service experience
for Burger King
2019-2020: Click & Collect Service Design
My first major service design challenge came when Burger King in 2019 to create their Click & Collect service. When the pandemic hit in 2020, the urgency intensified. I’m very proud with the outcome considering the challenge with a Click & Collect service solution but also a declination with the 'Pick-up Parking' service which was later copied by the competition.
2024: Drive-Thru Experience optimization
In 2024, new challenge : to diagnose and improve the national Drive-Thru service, a channel with untapped potential. Very interesting field work accross France to meet with clients et restaurants. I’m especially proud with a strategic evaluation framework and all the insights gathered.
My role in the project:
Service Designer
→ Research and strategy: user research, service blueprint, strategic evaluation framework for operational team for Click & Collect and Delivery services, and for Drive in 2024.
→ Co-creation and prioritization: the outcome was a full roadmap for C&C implementation, and in 2024 a comprehensive diagostic with areas for opportunities in improving the Drive-Thru service.
→ Mise en oeuvre: support operational team in setting up the new services related to Click & collect with organizational support and digital flows and interfaces
E-commerce journey optimization
for Yves Saint Laurent, Lancôme and Kiehl’s
My personal take from this project
L’Oréal Group, through its iconic brands YSL Beauty, Lancôme, and Kiehl’s, aimed to redefine their e-commerce vision and craft a concrete roadmap to achieve that goal. This project required a meticulous comparison of each brand’s unique values, promises, and value propositions.
What made this project particularly rewarding for me was the opportunity to dive deep into the distinct identities of each brand and tailor a strategic approach that respected their specificities. I’m especially proud of the comprehensive strategic roadmap we developed for each brand, detailing every actionable step needed for them to achieve it’s e-commerce strategy vision.
My role in the project:
Experience Strategist
→ Conducting UX audits, benchmarks, and quantitative studies: I assessed the current user experience across the brands, benchmarking them against competitors and analysing consumer behavior through a quantitative lens.
→ Leading Co-creation and Value Proposition workshops: I facilitated collaborative workshops to help each brand refine their unique value propositions and align them with their e-commerce goals.
→ Defining brand vision for e-commerce: I crafted a clear and differentiated e-commerce vision for each brand, ensuring alignment with their brand identity and market positioning.
→ Designing a full recommendation roadmap: I developed a detailed, actionable roadmap for each brand, outlining key initiatives to be implemented over the next 4 to 6 quarters.
Offera seamless, personalized and inspiring experience journey
for Accor Group
The challenge
Mövenpick is a hotel chain present all over the world and belonging to to the group ALL, a major global hospitality group since 2016. I have worked on the redesign of the Mövenpick brand website as the pilot brand for a more global revamp for other hotel brands of the Accor Group, defining and setting up the design system, rationalize template pages, component and branding variations.
My role: Experience strategist
→ Audit the current website, inventory the current content and templates
→ Rationalize the template pages, the major components
→ Wireframing the main template pages
→ Working hand-in-hand with UI team in designing UI and building the Design System
ValueProposition definition for new MARCOM plan
for Engie’s CoE Salesforce
The challenge
ENGIE IT’s Center of Excellence Salesforce team came to us with a need to raise awareness internally at ENGIE group as the reference partner for Salesforce projects.
Their goal was to attract new projects with the Buses and align Salesforce initiatives with the group's business objectives and to to build with them a set of tools to communicate internally their methodology to support Salesforces projects.
My role: Experience strategist
→ Branding, positioning and co-creating remote workshops
→ Value Proposition Definition
→ Shaping and delivering Sales toolkit assets
Redesign online experiences
for Club Med
The challenge
To affirm the brand's renewal and move upmarket, Club Med wanted to redesign its international e-commerce website with the ambitious goal to balance between premium spirit and business stakes through a long-term agile project collaboration.
My role: UXPM
→ Project management in every sprints for shopping journey, booking journey and personal account journey
→ Wireframe production, interviews/prototypes tests for users & stakeholders & client advisors (eg: Club Med agencies)
→ Sub-brands e-commerce website: Redesign vendor booking tool, brand landing pages such as Club Med 2 (Cruses)
→ Motion projects: deliver video motions for loyalty program
