SELECTED WORK

Strategy Is Only Useful If It Can Be Turned Into a System.

A selection of strategy, customer journey, funnel and automation work focused on one question:

“How do we make it easier for an opportunity to become a customer?”

From diagnosing gaps to designing the journey and building the systems behind it, the work starts with understanding what needs to happen - not simply adding more technology.

01 Douglas Furniture & Joinery

02 Growth Engine AI

03 Reactivation System

01 - DOUGLAS FURNITURE & JOINERY

From Digital Audit to a
Clearer Customer Journey

STRATEGY · LANDING PAGE · FOLLOW-UP CONCEPT

The Situation

Douglas Furniture & Joinery had an established business and strong craftsmanship, but its digital presence could do more to guide prospective residential customers from initial interest toward an enquiry.

What I Looked At

Rather than starting with a redesign, I looked at the customer journey first:
Discovery → Website → Enquiry → Follow-Up → Conversation
The goal was to identify where the experience could be clearer and where opportunities could potentially be lost.

What I Developed

  • Digital presence and customer journey audit
  • 90-day improvement strategy
  • Residential landing page concept
  • Clearer enquiry pathway
  • Follow-up automation concept

The Thinking Behind It

The landing page wasn't designed simply to look better. It was designed to give residential prospects a clearer journey - understand the offer, see the relevance, build confidence and know exactly what to do next.

Traffic → Landing Page → Enquiry → Follow-Up → Conversation

What This Project Demonstrates

Diagnosis before implementation. The design came after understanding the customer journey and identifying what could be improved.

Independent speculative concept. Not commissioned by Douglas Furniture & Joinery.

CONCEPT DELIVERABLE 01 — RESIDENTIAL LANDING PAGE MOCKUP

Douglas Furniture and Joinery residential landing page concept mockup showing clear proposition and enquiry pathway

DELIVERABLE 02 — AUDIT & STRATEGY REPORT

Customer journey audit document cover and 90-day strategy framework

DELIVERABLE 03 — AUTOMATION CONCEPT

Automated email and enquiry follow-up workflow diagram concept

02 : GROWTH ENGINE AI

Designing the Journey
From Enquiry to Booking

FUNNEL STRATEGY · CRM · AUTOMATION · BOOKING

The Challenge

A landing page can generate an enquiry, but that doesn't mean the opportunity will automatically become a conversation. The system behind the page needs to know what happens next.

What I Built

For Growth Engine AI, I designed the journey around the stages that happen after someone shows interest:
Visitor → Enquiry → Qualification → Follow-Up → Booking → Nurture

  • Landing-page journey
  • Lead capture
  • CRM pipeline
  • Booking workflow
  • Automated confirmation
  • Follow-up sequences
  • Appointment reminders
  • Lead nurturing

Behind the Funnel

LANDING PAGE → ENQUIRY CAPTURED → CRM → IMMEDIATE RESPONSE → BOOKING → FOLLOW-UP / NURTURE → CONVERSATION

The Principle

Automation isn't the strategy.
The customer journey is the strategy. Automation supports it.

What This Project Demonstrates

The ability to take a customer journey from strategy → funnel → CRM → automation → booking system rather than treating each tool as a separate project.

Image

Growth Engine AI — Growth Leak Audit landing page

03 - SYSTEM CONCEPT

What Happens to the Opportunities That Didn't Convert?

REACTIVATION · FOLLOW-UP · CRM WORKFLOW

The Problem

Not every opportunity that goes quiet is necessarily lost.

• Some prospects don't respond.
• Some receive a quote but aren't ready.
• Some miss an appointment.
• Some previous customers simply never hear from the business again.

Without a defined follow-up process, those opportunities can sit untouched in a CRM or database.

The System

Stage Pipeline
Missed Enquiry
Cold Quote
No-Show
Past Customer
↓
SEGMENT
↓
RE-ENGAGE
↓
RESPONSE
↓
HUMAN CONVERSATION
Cadence Logic
DAY 0Re-engagement message
↓ NO RESPONSE
DAY 3Helpful follow-up
↓ NO RESPONSE
DAY 7Final check-in
↓ ON RESPONSE
Move to Conversation / Booking

The Important Part

The objective isn't to endlessly automate messages. It's to create a sensible path back to a real conversation when there is still genuine interest.

What This Project Demonstrates

How dormant opportunities can be segmented, followed up and brought back into an active customer journey without treating every contact the same.

Independent system concept created for portfolio demonstration.

THE COMMON THREAD

Different Projects.
The Same Question.

Where is the opportunity getting stuck?

Sometimes the answer is the landing page.
Sometimes it's response time.
Sometimes it's follow-up.
Sometimes it's booking.
Sometimes it's what happens to leads that don't convert the first time.

The right solution depends on where the gap actually is.

DIAGNOSE → PRIORITISE → DESIGN → IMPLEMENT → IMPROVE

That’s why I start with the customer journey — not the software.

NOT SURE WHAT YOUR BUSINESS NEEDS YET?

Start With the Growth Leak Audit.

We'll look at your current customer journey, identify where opportunities may be slipping through, and prioritise what is worth improving first.

30 minutes · No pressure · Practical recommendations

If there’s a fit, we can talk about implementation. If there isn’t, you still leave with clearer priorities.