Aomruethai Lo-apirakkul

Experience Design Consultant

Bangkok, Thailand


"I work with clients to uplift customer experiences across digital channels and help create a smoother journey."

How I put change in motion

As an Experience Design Consultant, I work with clients to review current customer experiences across digital channels to understand existing gaps and ideate the desired experience for a smoother digital journey.

We recently worked with The Central Group brand of retail, services and products in Thailand to help transform their customer loyalty program and develop The 1 App. The Central Group valued customer-centric methodology as a cornerstone of their business, and they came to us to help migrate from legacy to digital platforms.

I led the client in-house design team to redesign the screen flow to support the new, to-be experience. To do this, I optimized the information architecture and interaction model to be more intuitive and engaging. I also established a design system to govern and accommodate the design of the future enhancement. Working with the client to increase the size of their in-house design team and to set a design framework, I gained immeasurable management skills that I’ll apply throughout my career.

Our team, assembled of diverse skills and talents, worked together seamlessly by keeping them well informed of the overall project status, milestones and—most importantly—the longer-term vision beyond the initial project phase.

My team included Digital Strategy Senior Manager Laura Nickles, who helped identify better ways to engage customers; Technology Consulting Manager Padapa Sinthornkasem, who served as business analyst lead; and Digital Marketing Senior Manager Ekalak Trimetsuntorn, who served as the delivery lead.

Read more about how we transformed The Central Group’s customer loyalty program.

Learn more about Interactive Careers.

A day in my life

For The Central Group 1 App project, my typical daily responsibilities included:

  • Managing and collaborating with in-house designers.
  • Working closely with the product team and Accenture business analysts to update working tasks and capture new requirements.
  • Acting as a team representative in meetings with internal and external stakeholders.
  • Interacting with the business and marketing teams to understand new business objectives or campaigns requiring input from customer experience.

“Embrace uncertainty, as change constantly happens in an agile environment.”

My advice

To be successful in customer and product design, stay current with design and business trends. You’ll increase your knowledge and be inspired to maintain your passion.

Embrace uncertainty, as change constantly happens in an agile environment. To stay motivated, understand those uncertain circumstances that might impact your work.

Stay connected

Join our Team

Join Our Team

Search open positions that match your skills and interest. We look for passionate, curious, creative and solution-driven team players.

Keep up to date

Keep Up to Date

Stay ahead with careers tips, insider perspectives, and industry-leading insights you can put to use today–all from the people who work here.

Stay Connected

Job Alert Emails

Personalize your subscription to receive job alerts, latest news and insider tips tailored to your preferences. See what exciting and rewarding opportunities await.

View All