Laura Keller

Director of Strategy & Experience Design at NTT Data
Woodbridge, New Jersey, USA

Laura Keller Laura’s 10 years of experience have focused on representing the human element in any interaction with a brand through actionable, business-impacting insight gathering and design. At NTT Data, Laura leads cross-channel experience design strategy engagements for clients. Clients have included AstraZeneca, Hachette Book Group, GlaxoSmithKline, Prostate Cancer Foundation, Honeywell, and the NBA. In addition to her Service Design column for UXmatters, Laura has written articles for the Service Design Network’s Touchpoint: The Journal of Service Design, User Experience Magazine, Communication Arts, and Johnny Holland. She has presented on service design at SDN’s Global Service Design Conference, the Usability Professionals’ Association International Conference, IxDA New York City, and IxDA New Jersey.

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Laura’s Column on UXmatters

Service Design

Orchestrating experiences in context

A column by Laura Keller
Necessity Is the Mother of Invention: Service-Experience Improvements and the Pandemic
August 2021
Employee-Centered Workplace Transformation
April 2021
Exemplifying Service-Design Principles: A School’s Reopening Strategy
December 2020
Redefining Service-Channel Strategies Amidst COVID-19 Impacts
June 2020
Hindsight for 2020: Top Experience-Strategy Advice
December 2019
Socially Conscious Service Design
September 2019
Driving Telehealth Success by Creating Trust and Meaningful Interactions
June 2019
The Life in Between: A New Model of Customer Engagement for Life Insurance
March 2019
Encouraging Innovation: Drug Discovery and Clinical Trials
December 2016
How Innovations in Logistics Fulfill the Experience Demand
August 2016
Keeping Life Meaningful: Designing the Senior Residence Experience
April 2016
New York Times Virtual Reality: How Innovation Can Simultaneously Connect and Separate
December 2015
Designing Great Customer Services
June 2015
The Value of a Good Service Experience for School Admissions
March 2015
Designing Great Organizational Services
December 2014
Environmental Communications: How Understanding Experiences in Virtual Space Can Influence the Design of Experiences in Physical Space
September 2014
Enabling a Career Shift from User Experience to Service Design
June 2014
Solving Strategic Problems: Going Beyond Being a Technology Order Taker
April 2014
Can Organizations Be Too Customer Focused?
January 2014
Designing Healthy Organizations: Education and Transparency in XD Consulting Work
October 2013
How a Local, SMS-based Taxi Service Earned My Loyalty
July 2013
Departments of Motor Vehicles: Their Evolving Role and Design Challenges
April 2013
The Service Design Global Conference and Redefining Service Design
January 2013
Service Transparency in Dining Experiences
August 2012
The Human Body as the Object of Service: The Hospital Waiting Experience
May 2012
Gaining Control Over Chaos: Designing the Emergency Service Experience
February 2012
This Is Service Design Thinking: Deconstructing a Textbook
September 2011
Why UX Professionals Should Care About Service Design
March 2011

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