Nice to meet you, I'm
Audrey Mifsud
- Strategy
- Service design
- Research
- 0→1 innovation
10 years designing and scaling services in regulated, operationally complex sectors: telecoms, retail, energy, finance and public sector.
Whether a service is new or broken, I find what it needs to succeed, prove it with evidence, then scale what works.
Trusted by
I design services, experiences, growth strategies and pilots to test and learn.
Always with measured impact
Impact
Figures from delivered projects
~35%
GTV uplift, from simplifying marketplace complexity at a service level.
A global luxury retailer
$25–30M
Annual savings after streamlining processes across 7 global refineries.
A global energy giant
10-week
Pilot launches, testing ideas before budget is invested.
A UK telco innovation lab
£2B+
Estimated misdirected investment avoided.
Research with 25 households redirected a UK telco's smart-tech strategy.
Approach
Diagnose
to scale
Four stages that turn ideas into evidence, and evidence into growth. Start with the full arc, or just the stage you need.
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01
Diagnose
I find where value is leaking, or waiting to be captured, across customers, operations and systems. The evidence I bring changes the roadmap and strategy.
- Customer research & sentiment
- Opportunity mapping
- Root-cause mapping
- Jobs-to-be-done
- Stakeholder alignment & North Star
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02
Design
Front stage and back stage are designed together: people, processes, technology and partners. Customers and teams react to working prototypes, not a slide describing them.
- AI-powered prototypes
- Rapid iteration
- End-to-end journeys
- Future-state blueprints
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03
Prove
Small tests and pilots measure real behaviour across the whole service. Success is evidenced before big bets are funded.
- Live experiments
- Partner pilots
- Market sizing
- Investment cases
- Operating models
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04
Scale / Kill
Not every idea deserves to scale. The ones that do move from pilot to launch, with value tracked and investment released as risk fades.
- Pilot → MVP → launch
- Kill criteria & decision points
- Value tracking, KPIs & ROI
- Capability building
Work
Recent engagements across telecoms, retail and energy. Each case covers the problem, what I did and what it was worth.
- Innovation Lab launch How we built an innovation lab that tests new ideas in 12 weeks, not a year. Read
- Piloting a new children's device How I launched a major UK telco's first screen-free kids' device in 10 weeks. Read
- Redirecting a smart-tech strategy How testing prototypes with 25 households steered a major UK telco away from a £2B+ misdirected bet. Read
- Unblocking international growth How I turned a UI brief into a growth roadmap for an iconic British retailer. Read
Testimonials
Audrey has extremely strong service design skills. She has an innate ability to look at problems holistically and extract a strategic edge, solving complexity and captivating stakeholders in meetings and workshops.
Her skills and enthusiasm make her approachable to everyone. That's a really valuable skill, and it makes design friendly, especially when stakeholder management is challenging.
Not only is Audrey highly focused and committed, she brings a fun and positive energy to every interaction. Her contributions have been invaluable, and I highly recommend her.
Service Design Leader, Innovation Manager
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