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ABOUT PEIYI

Digital products rarely fail at the interface; they fail in the service behind it. What customers experience is the output of a system: the journeys, operations, business rules, and the gaps in between.

As a seasoned Service Designer with a background in UX/UI and customer strategy, I navigate these systems within complex organisations where intent, technology, and reality often misalign. I specialise in bridging those gaps, enabling exceptional people to deliver exceptional customers at scale.

My approach is grounded in three principles:

Design the service as a system
I shape end-to-end service experiences by connecting journeys, processes, and operational realities—ensuring customer and business needs align across channels and platforms.

Surface complexity early to enable confident decisions
Through structured discovery and research, I identify dependencies, risks, and opportunities upfront—helping cross-functional teams make informed decisions and reduce downstream friction.

Make adoption measurable and intentional
I design the supporting conditions around the service—communication, onboarding, and support—and define experience-led metrics that ensure services are understood, trusted, and continuously improved.

From AI assistants at BMW to connected services at JLR, my focus remains the same: turning technology into slick, reliable services for the people in need.

hello@peiyicho.com / LinkedIn / Currently based in Reading, UK