Caroline Kyungae Smith



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 Experience Design


Merck, an American pharmaceutical company, wanted to carry out a Digital Transformation on a global scale. A crucial part of this transformation was to be more customer-centric. I served as the Experience Design Lead for the German and UK markets.

I drove alignment and buy-in from senior leadership for a more patient-focused customer experience strategy. I also coached cross-functional teams on how to use Contextual Inquiry and other Qualitative User Research methodologies, evolving markets from descriptive Market Research. Finally, I facilitated a series of workshops to help teams brainstorm strategic interventions and prioritize their Project Roadmaps and Backlogs. This allowed teams to identify real user pain points, brainstorm potential solutions that were--for the first time--data-driven and enter their first project sprints.

Innovation Management


Vodafone Germany launched Crvsh, a digital innovation lab, to quickly build and test products. I recommended strategy for the Chief Digital Officer and led workshops with senior management to develop the lab’s governance structure, performance metrics, and Ways of Working.

Many of my recommendations were implemented and directly shaped operations. In 2018, leadership asked me to support the organisation’s larger Digital Transformation by introducing Design Thinking and the Agile framework to the Digital and Marketing business units.



Product Management


komoot--a sport-specific route planner popular in the DACH region--wanted to launch in the United States and United Kingdom.

I collaborated closely with Design, Dev, Marketing and other key stakeholders to define, coordinate and execute improvements and new features for the app and website. I conducted user interviews and tests, established baseline KPIs, and prioritized the Product Backlog based on user insights and business needs. Additionally, I developed training materials to establish and grow UX capabilities at the small start-up.

My work led to the development and prioritization of new features that greatly improved the tool’s core functionality for the global market. This translated directly to increased engagement with existing users and reduced churn after new sign-ups.

Digital Strategy


An American home appliance manufacturer wanted to understand the customer experience and engagement lifecycle, from pre-purchase research to maintaining the appliance.

Using Digital Ethnography and Digital Listening Tools, I identified relevant conversations online which enabled me to create a Customer Engagement Lifecycle. My insights enabled my client to identify and prioritise two customer pain points around customer service. My client ultimately decided to build a digital customer portal. We partnered with an external agency to build a prototype and I acted as a UX Researcher by contributing storyboards and user flows.