Wavin

Global CX Transformation & Unified Design Ecosystem

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Role: Global Manager CX & Design
Company: Wavin (Orbia B&I)

As Global Manager CX & Design, I oversee the end-to-end Customer Experience and User Experience design processes for Wavin, a substantial enterprise with 11,000 employees, operating in over 90 countries and approximately 50 production sites. My remit is to lead strategic, cross-functional initiatives that deliver a quantifiable, material improvement to key business metrics, driving sustainable growth across all digital platforms.

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Challenge

Wavin is a global enterprise with 11,000 employees serving over 90 countries. The organization needed to modernise its digital ecosystem to remain competitive.

The Problem: Inconsistent user experiences across global platforms and inefficient handoff processes between design and development teams.

The Goal: Elevate Wavin’s digital maturity to outperform competitors and align global strategy with measurable business growth.

    Insights

    To bridge the gap between business objectives and customer needs, a data-driven deep dive was conducted:

    Performance Benchmarking: Analysed UX maturity relative to key competitors.

    Stakeholder Alignment: Managed relationships with Marketing, Sales and Product to translate feedback into enhanced experiences.

    Customer Feedback: Integrated continuous user feedback into product design to enhance engagement.

      Action

      As the lead for end-to-end CX and UX design processes, I implemented a multi-layered strategic solution:

      Customer Journey Mapping: Orchestrated a lead initiative to map end-to-end customer journeys, identifying friction points to improve MOOs, conversion rates and retention.

      Unified Design System: Oversaw the implementation of a unified design system to ensure consistency across global platforms and products.

      AI & Automation Integration: Led the meaningful integration of AI and automation into design and marketing workflows.

      Culture Shift: Fostered a customer-centric culture, driving CX maturity across the 90+ countries Wavin operates in.

        Impact

        The initiative resulted in quantifiable, material improvements to key business metrics:

        Market Leadership: Elevated Wavin’s UX maturity to Rank #1 among key competitors.

        Operational Efficiency: Cut designer-to-developer handoff times by ~40% through the new design system.

        Customer Loyalty: Driven by data, NPS scores significantly improved, trending closer to 9.

        Growth: Directly aligned global strategy with measurable business growth and increased customer retention.