When the pandemic hit, Microsoft closed all of its physical stores and decided to focus solely on the online experience. In an effort to adapt quickly, various tools and processes were added to the site. But naturally, some things worked better than others. After about two years of running online-only, I worked with Microsoft to hep define best practices for the company’s customer service — beyond the shape things had taken through happenstance.

The project involved a mix of stakeholder interviews, qualitative research, and data analysis to identify what was working and what was not. These insights were distilled and packaged into a strategy deck with a clear roadmap for making these changes over time.