Innovation & Transformation Strategist
I help organisations navigate change, from ambiguity to aligned action.
Hi, my name is Yu!
Drawing on 9+ years of experience across Japan, Silicon Valley and Europe, I work across strategy, service design and organisational transformation to uncover opportunities, create direction and bring people together to turn ideas into practical change.
SELECTED WORK
Embedded Head of CX at PAYBYRD
Building the CX Foundation for a Scaling Payments Platform
Embedded as Head of CX, I built the function beyond the original design brief; setting experience direction while resolving fragmented journeys, processes and ownership across Product, Technology, Operations, Finance and Commercial teams.
2023-2026
Hybrid (Amsterdam, Lisbon, and Rio de Janeiro)
CONTRIBUTION
CX vision and portfolio roadmap
Service and product design
Operating models and governance
Design systems and AI quality infrastructure
SIGNAL OF IMPACT
Supported 3× transaction growth without increasing operational headcount
Independent Consultant via Board of Innovation for A GLOBAL PHARMACEUTICAL COMPANY
Enabling Teams to Participate in Business Transformation
Supported a client’s transformation team in translating the customer knowledge of front-line Medical Representatives into new service opportunities. Designed and facilitated an innovation programme, generating three early-stage concepts while building stakeholder alignment and support for continued development.
2021
Remote (APAC & Europe)
CONTRIBUTION
Innovation programme design
Co-creation and facilitation
Opportunity development
Stakeholder alignment
SIGNAL OF IMPACT
The initiative received budget approval to progress to the next stage.
Programme Manager & Researcher at btrax, Inc for A GLOBAL AUTOMOBILE BRAND
Identifying Enduring Brand Values to Inform a Future Experience Vision
As electric and autonomous technologies reshaped the automotive industry, the client needed to understand what should remain distinctive beyond individual models and features. As part of a three-person team, I co-designed and conducted in-depth customer research, then synthesised the findings into three enduring core values and the customer motivations behind them.
2018
San Francisco
CONTRIBUTION
Research design and coordination
Qualitative research and fieldwork
Synthesis of three core values and supporting rationale
Client workshop and presentation development
SIGNAL OF IMPACT
The findings were used by the client’s Research & Design department to clarify and align a previously ambiguous team vision.
Innovation rarely moves in a straight line. I combine strategic thinking, visualisation and close collaboration to help organisations move from ambition to practical, sustainable change.
MY APPROACH
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I look at the distance between an organisation’s ambition and its current reality where opportunities are being missed, friction is accumulating or progress has stalled. Together with the team, I help define and prioritise the initiatives most likely to move that reality forward.
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Every organisation has its own structures, resources, working habits and values. I take time to understand how people actually make decisions and get things done, then co-create an approach that fits the organisation rather than imposing a generic innovation process.
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Abstract ambition is difficult to align around. I turn insights and strategic intent into visible, discussable forms—such as future journeys, service blueprints, concepts and prototypes—so teams can develop a shared understanding and make better decisions together.
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A good idea has little value if it remains a one-off initiative. I help translate new direction into ownership, processes, governance and ways of working that teams can realistically sustain. When needed, I work alongside them through implementation, learning and continued improvement.
A wider selection of work across emerging technology, service transformation, innovation capability and market development.
MORE FROM MY EXPERIENCE
EMERGING TECHNOLOGIES & OPPORTUNITY EXPLORING
Exploring where new technologies create meaningful value
SERVICE & ORGANIZATIONAL TRANSFORMATION
Turning strategic ambition into sustainable change
INNOVATION PROGRAMMES & CAPABILITY BUILDING
Building capability around each organisation’s reality
PROPOSITION & MARKET DEVELOPMENT
Reframing value for new markets and audiences
LET’S TALK
Have a challenge in mind or looking for someone to help lead what comes next? Let’s start with a 20-minute conversation.
Email at yunamie21@gmail.com
WHAT THE WORK MIGHT INVOLVE
Opportunity framing · Customer and stakeholder research · Journey and system mapping · Service blueprinting · Concept and product prototyping · Co-creation and workshop facilitation
Innovation programme design · Initiative prioritisation · Innovation portfolio management · Stakeholder alignment · Operating model and governance design · Capability building and training