7th September 2012 Re: Referral of Nicola Dunlop To Whom It May Concern: Nicola Dunlop was engaged as a design intern from June 2012 to September 2012. During this time she worked for the following clients and projects: •
W illiam Hill – Nicola led on a project to redesign the generic horse racing slip, used in 2,400 retail stores nation wide and with a print run in the tens of millions. She took the forms through five design iterations that were prototyped with novice customers to make the form more accessible and support novices in understanding how to place a bet.
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House of Fraser – Nicola acted in a support capacity doing customer ethnography, spatial ethnography and an experience audit and evaluation for a new store type in Aberdeen. She supported the team in a complex workshop for the Director of Multichannel.
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W illiam Hill - Nicola worked on a project to gain insights into football customers through both data capture through in-store surveying and observations, as well as the write up and visualization of the data.
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Croydon Council – Nicola worked on a project concerned with the detailed design the in-centre self service experience. She constructed a toolkit to capture complex service processes, as well as workshop materials to design the strategic customer journey for a range of different customer types.
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Southw ark Council – Nicola led a project to create a new type of interactive customer journey map for Flywheel, with a project for Southwark Council looking at the multi-channel experience of a new customer moving into the borough.
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A Suit That Fits – Nicola worked with three customers to capture and map their existing experiences within the personalised suit retailer.
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Sutton Council – Nicola used spatial ethnography to map hotspots of the usage of different settings within a customer service centre as part of its redesign.
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Copeland Council – Nicola was part of a team of two send to intensively evaluate and build a strategy for the capital development of a customer service centre in Whitehaven, Cumbria.
She also supported a series of internal projects, including working on the development of several ventures for Flywheel and partners, including app design Flywheel Ltd, 78 York St, London, W1H 1DP
work, experience mapping, graphic design and product design. She evaluated our website and formed a strategy for its redevelopment, created new website banners, created several successful blog posts for our main site, and did much of the initial development for a client whitepaper, The Experience Process. On joining our team, her skills and charisma in engaging with customers particularly stood out. When doing survey work, she tended to get double the number of respondents than any other survey. She made ethnography subjects feel comfortable and communicative. By the time she departed, she had developed numerous additional skills in relation to the projects she had been involved in, particularly around building tools and materials to facilitate co-design and co-creation with clients. She had been actively involved in client meetings with senior executives (e.g. Director of UK Product at William Hill, Director of Multichannel at House of Fraser, Directors of Customer Services at Sutton and Copeland Councils) and portrayed herself professionally and competently. She developed a good understanding of the commercial realities of the design profession, and how to develop projects to meet client briefs within realistic timescales and scopes. I have no hesitation in recommending Nicola and wish her all the best in her continued career. Yours sincerely,
Tom Weaver Managing Director
Flywheel Ltd, 78 York St, London, W1H 1DP