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AI-UX Transformation Strategy
Through C-suite interviews, deep research and strategic insights, the workflow transformed a fragmented global platform into a unified digital vision, and aligned executives and business units.
Challenge
Genpact needed to modernise a fragmented global digital estate shaped through years of growth and acquisition. With 125k employees, the challenge was aligning business units, leadership, and regional teams around a shared digital direction. We were tasked with bringing clarity across purpose, structure, and experience while navigating enterprise complexity, legacy systems, and competing stakeholder priorities across a vast organisation.
Approach
I led the digital side of the transformation project, working within a cross-disciplinary teams and partners spanning AI, UX, brand, and technology. Together we ran C-suite interviews, audits, analytics reviews, and competitor research. We translated insight into a shared transformation framework structured around ten strategic “ingredients”. This became the foundation for experience principles, digital architecture, and long-term direction shaped collaboratively with senior stakeholders.
Outcome
The engagement delivered strategic roadmaps with defined principles bridging digital and brand work. I led the concept development of modular, app-inspired UX patterns supporting contextual AI chat/navigation systems. A mid-project pivot led to a focused brand and website refresh, informed by early insights and delivered ahead of key company milestones, addressing UX/UI gaps while anchoring long-term transformation.
Impact
We helped a large corporation with complex layers and distributed teams move swiftly and creatively. The transformation work enabled Gempact to refresh its digital presence and core brand comms in time for its 10-year anniversary, accelerating what would otherwise be a lengthy process. Our work supported rollout across multiple regions and set a foundation for ongoing digital maturity across its global operations. 
Overview
Originally structured across four long-term phases, Explore, Define, Design, and Deliver, the programme pivoted midway to meet urgent business goals. Insights, principles, and strategic ingredients from phases one and two enabled a rapid website refresh delivered in time for Genpact’s 10-year anniversary. The project succeeded through adaptability, redirecting our learnings into a new critical direction.
Explore phase
At the core was communication, structuring deliveries and feedback sessions across a complex global stakeholder network. Through in-depth interviews with fifteen C-suite leaders, we surfaced insights that shaped ten core ingredients, laying the foundation and creating a shared compass for transformation.
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Define phase
The define phase distilled the strongest insights from discovery, identifying which ingredients would best drive business objectives. From there, we shaped clear UX principles grounded in AI technologies, establishing solid foundations for a coherent, future-facing digital communications approach across the organisation.
Brand track
Running alongside digital was a brand and service architecture track that dovetailed with it. The intersection sat in visual tone and data-driven generative AI, shaping a living brand system. We explored tactile, human ways to translate data and insight into expressive digital experiences.
Refresh phase (pivot)
As business needs shifted, we pivoted to a lighter digital refresh to move faster. We distilled the strongest ingredients into a focused rollout, consciously balancing short and long term trade-offs, delivering meaningful progress while protecting the integrity of the wider transformation ambition.
Reflection
Humility in the challenge of supporting cultural change across large-scale organisations
The important of holding intentions lightly, allowing for the ability to adapt to changing situations
The important of collating and analysing insights from first hand human accounts
