Purple Shirt

Co-leading a core client engagement shaping customer experience strategy through insight-led research, co-design, and stakeholder collaboration to drive meaningful business outcomes.

Senior Customer Experience Strategist (Contract)

Responsible for delivering human-centred research and service design initiatives across key clients. Key tasks include: uncovering insight-led opportunities, facilitating workshops, and co-designing improved employee and customer experiences.

Senior Research & Strategy Consultant (Contract)

Louisa Dallow

An experienced problem to solution thinker with a background in business strategy and an understanding of social and commercial outputs. With this combination of skills, I help organisations make purpose driven decisions with a focus on triple bottom line. 

The experience theory partners with people who are on a journey to make outcome based decisions as a partnership with their people, and their customers.

Independent Experience Design Strategist

Startmate

Supercharging my startup career alongside a vibrant community of ambitious women. Accessing mentorship, networking with industry leaders, attending tailored events, and staying at the forefront of startup trends. Championing diversity and women's leadership.

Women Fellow, Spring23

New Zealand Media & Entertainment

Responsible for delivering an exceptional customer experience to drive audience growth and engagement; with core output as development of voice of customer strategy and leading a team of talented UX, CRO, Customer Engagement and CX people.

GM Customer

Urban Fox

Business development, sales forecasting, marketing planning, brand strategy, research and insight generation, social media planning and community management workshops & presentation planning and execution.

Managing Director

Fonterra

Commercial strategy, service design, brand development, change management, rapid prototype and product delivery, eCommerce development.

Sales and Marketing Disruption Project Manager, Disruption Platforms

Employee experience mapping, internal communications, project leadership & management, strategic planning and adoption strategy.

Marketing Capability Manager -  APAC

Employee experience mapping, internal communications, project leadership & management, digital strategy, strategic planning and adoption strategy.

Digital Marketing Capability Lead -  APAC

Project delivery, stakeholder management, communications.

Project Director (Contract)

Bank of New Zealand

Product ownership, internal communications, corporate strategy, adult learning framework, agile programme management, staff persona development.

Digital Engagement Manager

Visit Victoria

Channel planning, marketing strategy and tactical rollout, external communications, UX and content development.

Senior Regional Marketing Manager (Contract)

Genesis

Supplier negotiation, brand strategy, customer journey mapping, ATL, TTL and BTL campaign management.

Marketing Manager Customer Lifecycle (Contract)

I’m a people-focused leader with a background in product, brand, team culture, and experience design.

I help organisations bring clarity to messy problems, build stronger connections with their people, and create experiences that feel real, useful, and human.

I work best in teams that value curiosity, kindness, and straight-talking. 

I love collaborating with people who are open to new ways of thinking and genuinely care about making things better - for their customers, their teams, and the communities they serve.


Good design, at its core, is just figuring out how to make people feel genuinely seen in the moments they usually go unnoticed.

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Elevating Human Experiences | CX & EX Strategy

What if ambition isn’t the goal?
What if it’s just the wake-up call?



The signal that something’s out of sync.

I wrote about it this week - for anyone questioning the version of success they were sold.

Link’s in the comments.

Most organisations try to fix behaviour with motivation.


Human-centred design fixes it with environment.



In a 2024 article from Nature, researchers found that when design thinking was applied to curriculum design, engagement didn’t increase because students were more “inspired” - it increased because the system made participation easier, safer and more meaningful.

And echoes a point I heard recently from a Thomas Drew via TikTok:

“Design your environment to make success automatic, because systems beat motivation every time."

That’s the essence of service design.
Not just asking people to care more.
Designing the conditions that make care, possible.

Small shifts in environment → big shifts in behaviour.

Link in comments to article 👇🏼

Growth doesn’t always come hand-in-hand with clarity.


When we think of growth, it's the messiness of restlessness, anxiety, and a boredom that feels like grief.

Signs that the career plan you once forecasted becomes harder to attain. 

The version of you who made those decisions isn’t the one who has to live inside them now.

And you feel the gap, every time you try to shrink back into something you’ve outgrown.

When we think of failure, it's a fragile balance of what could have been but also what's up ahead. 

The discomfort is proof that change is already underway.

So maybe the goal isn’t to rush for clarity. It’s to stay present long enough to let the next version of you take shape.

I love using cafes as case studies for service design. Both can serve the same product, yet deliver completely different experiences. One builds belonging through warmth, memory and rhythm. The other delivers clarity through flow, order and precision. Both are designed with intention - just for different needs (or customer jobs to be done). 

The question is, which experience are you designing for?

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Louisa Dallow's Linkedin Analytics

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