Orchestrating the North Star: Realigning JLR’s Digital Service Portfolio through Experience-Led Strategy

The Soul of the Machine: Scaling Branded Persona and Multimodal Logic for BMW AI

From High-Level Strategy to Digital Delivery: Subscription Renewal Journey Revamp for Vehicle Connected Services

ABOUT PEIYI

Digital products don’t fail at the interface—they fail in the service behind it. What customers experience is shaped by a system: journeys, operations, business rules, and the gaps in between. I design within that system—where intent, technology, and reality often misalign.

I work across product, service design, and customer experience to structure end-to-end services that actually hold together. Not just what users see, but how things work across channels, over time, and under real-world constraints.

My approach is grounded in three principles:

Design the system, not just the touchpoints
I map the full service lifecycle—aligning journeys, logic, and operations so the experience works as one.

Find the risk before it scales
Through service discovery, I surface dependencies and failure points early—reducing rework and enabling better decisions.

Adoption is designed, not assumed
I shape the conditions around the product—onboarding, communication, support—so services are understood, trusted, and used.

From AI assistants at BMW to connected services at JLR, my work focuses on turning complex technology into services people can rely on—quietly, consistently, and at scale.

hello@peiyicho.com / LinkedIn / Currently based in Reading, UK