THE WORK | Joselynnmaas

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The work

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UX Leadership

Case studies focused on building and future-proofing UX teams through stronger craft, operating models, and leadership that scales.

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UX Strategy

Case studies focused on setting direction, aligning stakeholders, and driving measurable outcomes.

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UX Foundations

Case studies focused on the building blocks required to improve how we work, the quality and efficiency of what we produce and the experiences we create.

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UX Research

Case studies focused on bringing clarity to "why" users behave the way they do, so that we can build products and services that better align with our business objectives.

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UX Operations

Case studies focused on improving how teams work: intake, workflow, meeting rituals and governance to improve delivery confidence.

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UX Leadership

UX LEADERSHIP

Creating Longo’s UX Discipline
Establishing the foundation to
support omnichannel growth and
drive digital transformation

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UX LEADERSHIP

Forging a 3-year strategic alliance with Longo's Grocery Gateway and Humber Polytechnic to support growth in innovation

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UX LEADERSHIP

12 months at PC Financial:
Stabilizing and rebuilding the UX discipline while delivering on the 2025 roadmap

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UX Strategy

UX STRATEGY

Unifying in-store retail and
e-Commerce for increased omni-channel spend

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UX STRATEGY

UX Strategy to transition Longo's
e-Commerce Delivery & Pickup Guests to the Sobeys Voilà platform post-acquisition

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UX STRATEGY

Improving pre-order catering for
in-store pickup through data-driven UX

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UX STRATEGY

Supporting Longo's vendor program with increased opportunity for advertising

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UX STRATEGY

Humbertown Jewellers: Modernizing a brand experience to attract a younger generation

UX Foundations

UX FOUNDATIONS

PC Financial Design System:
Future-proofing by building a system for flexibility and scale

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UX FOUNDATIONS

Longo's Design System:
One system to support a unified, and consistent digital experience

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UX FOUNDATIONS

Longo's UX Playbook:
Defining UX as a discipline and scaling for consistent delivery

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UX Research

UX RESEARCH

Championing human-centric design to improve the omni-channel experience

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UX RESEARH

Increasing Grocery Cart Size
Driving conversion through data-informed decisions and behavioural insight

UX RESEARCH

Applying design thinking to
reimagine the Grocery Gateway delivery experience with 0-waste

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UX Operations

UX OPERATIONS

Ways of Working at PC Financial: Creating clarity, governance, and scalable Delivery

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UX OPERATIONS

Ways of Working at Longo’s:
Establishing a scalable delivery process across Product, UX, and Engineering

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UX OPERATIONS

Ways of working at Longo's:
Improving data transparency with the introduction of "Data Tuesday"

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