Hi, I’m Merje*

I’m a service designer with deep research expertise and a (healthy?) obsession for new solutions to old problems.

* It’s pronounced “merrier”

AI discovery and use case creation

Lately, I’ve been doing a lot of work around AI to help organisations identify where AI can add real value, not just hype.

Typically, these projects help companies:

  • Find clarity on where AI can create genuine business advantage

  • Identify and prioritise high-impact, feasible AI opportunities

  • Define a roadmap from concept to pilot

  • Gain confidence in decision-making

End-to-end experience mapping

Service journeys are changing. Every new channel we add increases complexity, and, with AI in the mix, mapping and then designing those journeys becomes crucial for informing decisions on where to invest your efforts.

End-to-end mapping enables companies to:

  • Create cross-functional alignment on customer and business priorities

  • Eliminate experience gaps and include friction only where it is necessary

  • Form a clear roadmap for experience improvements

  • Improve employee collaboration and understanding

New value stream discovery

When you’ve been successful in your industry for a long time, it can be difficult to see new opportunities - after all, what you’re doing has been working for a long time. This is where I can help - through strategic research and customer insight work, I help validate new revenue opportunities that align with your existing strengths.

This usually means companies:

  • Identify new market opportunities

  • Validate concepts early before committing to expensive rollouts

  • Gain a competitive advantage through customer insight

  • "What was particularly valuable is how Merje communicated out to the wider organisation, including Board iNEDs, to educate them on our target market, the emotional problems they faced with interest based banking and what made our proposition unique"

    —Shahzad Ali Enver, CEO, Vemi Money

  • "Merje turns first-contact chaos into clear next steps. At Glafos she ran the early prospect calls, teased out the real pains, and distilled them into a roadmap we could actually ship. She’s direct, steady, and keeps the team focused on evidence over hunches."

    —Triin Uustalu, Founder and CEO, Glafos

  • "Merje delivered service design and research training with our company with exceptional results. Her extensive knowledge and expertise shone through in every session. She expertly guides participants through complex methodologies while making them practical and actionable."

    —Amit Patel, Creative Director, ExperienceHaus

  • "Merje brought substantial knowledge to the company. A major part of this was redesigning the sign up journey for the platform, resulting in a significant uplift in sign ups, and correspondingly, revenue for the business"

    Tom Oswald, CEO, ClickaSnap

Supporting capabilities

These foundational services support and enhance my specialised project work:

User Experience Research

The opposite of research is guessing - take the guesswork out of your process and start delivering what your customers really want.

From foundational research to tactical studies that inform immediate decisions.

Research training and capability building

Give your in-house team the knowledge they need to run impactful research independently.

Custom training programs that build lasting research capabilities within your organisation.

Innovation project support

Whether developing an MVP or exploring a completely new direction, strategic research provides the foundation for successful innovation.

Perfect for companies ready to think beyond incremental improvements.

Strategic consultancy

Sometimes you need an outside perspective to see the bigger picture.

I provide strategic guidance on research approach, experience strategy, and organisational alignment around customer needs.