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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Design Systems and
UX Foundations

Case studies focused on UX foundational tools required to improve how we work, the quality and efficiency of what we produce and user experiences we are responsible for.

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UX Research + Service Design

Case studies focused on using research and service design to remove assumptions, organizational bias, and improve end-to-end journeys.

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Design 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 1

Building Longo’s internal UX team to enable
omni-channel growth in our digital transformation

UX Leadership (Team Build) | Org Design | Capability Building

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UX LEADERSHIP 2

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

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UX LEADERSHIP 3

Stabilizing & rebuilding the UX function at PC Financial within 12 months

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UX Strategy

UX STRATEGY 1

Unifying brand strategy across in-store retail and
e-Commerce and relaunching with a NEW Global Design System

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UX STRATEGY 2

Managing the UX strategy for transitioning Longo's
e-Commerce Delivery & Pickup Guests to the Voilà
post-acquisition

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UX STRATEGY 3

Driving higher conversion in catering pickup through
data-driven UX improvements

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UX STRATEGY 4

Supporting Longo's vendor program with improved options for digital advertising

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UX STRATEGY 5
Humbertown Jewellers: Modernizing a brand experience to attract a younger generation

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UX Foundations (Building design systems)

UX FOUNDATIONS CASE STUDY 1
PC Financial Design System: Future-Proofing and Improving UX at Scale

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UX FOUNDATIONS CASE STUDY 2

Longo's Design System
Unifying brand strategy across in-store retail and
e-Commerce for increased omni-channel spend

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UX FOUNDATIONS CASE STUDY 3

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

Enablement | Standards | Human-Centred Design

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UX Design Operations

UX DESIGN OPERATIONS CASE STUDY 1

Improved ways of working and governance to support future growth and efficiency at
PC Financial

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UX DESIGN OPERATIONS CASE STUDY 2

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

Governance | Delivery Model | Cross-functional Alignment

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UX DESIGN OPERATIONS CASE STUDY 3

Longo's process evolution:
Improving data transparency at Longo's with the introduction of 'Data Tuesday'

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UX Research & Service Design

UX RESEARCH CASE STUDY 1

Championing user-centred design thinking to improve omni-channel service design

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UX RESEARCH CASE STUDY 2

Increasing cart size with data-driven decision-making to improve the user experience

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UX RESEARCH CASE STUDY 3

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

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