Pam Nyberg

Head of Service Design & Strategy

Launch by NTT DATA

Nov 2025 - Current (10 months)

Lead Service Design team, including development of strategy, tools, culture, and best practices. Structure engagements and meet with potential clients. Lead complex, cross-functional, human-centered initiatives involving people, process, data, and technology. Co-developed a replicable Human-Centric AI approach for AI Transformation programs. RESULTS - For a global manufacturer, 70% reduction in staff effort and wait time; 90% reduction in rework; and $100M incremental revenue growth over 5 years. Client identified the work as “one of the best engagements they’ve had with NTT." - For a regional health insurer, 85% reduction in provider directory audit time, reduced regulatory compliance risk, and $2.7-3.3M annual costs avoided. Enthusi

Strategic Consultant

Avoa Health

Jul 2024 - Oct 2025 (1 year 4 months)

Provided strategic guidance to this patient advocate startup on business structure and patient / caregiver experience through: - competitive analysis - making connections to key resources - identifying key capabilities - consulting on the desired end-to-end experience Developed company's initial AI strategy and roadmap.

Senior Director (Experience Design); Strategic Design Portfolio Lead

ascension

Jul 2021 - Jun 2024 (3 years)

Built and led Experience / Service Design function. Structured and led cross-market, human-centered design initiatives with internal care functions, external care providers, community partners, patients, and families. Collaboratively developed systems of solutions, based on qualitative and quantitative user research, for patients, families, and clinical staff. Solutions included people, workflows, policy, physical artifacts, digital products, metrics / KPIs, and technology. Structured and facilitated cross-functional insight, ideation, concept prioritization, and roadmapping workshops. Iteratively prototyped, tested, and refined prioritized, self-service solutions. Served as Post-Acute Care Workstream Lead for Design (Experience), Data

Director of Experience Design; Consumer Experience Center of Excellence

Humana

Jul 2013 - Jul 2021 (8 years 1 month)

Built award-winning Experience Design function. Structured, aligned, and led project teams in human-centered design initiatives. Collaboratively defined new businesses, expansion into new markets, national policy, clinical programs, omnichannel experiences, digital products, IT systems, strategies, communications, physical environments, and internal operations. RESULTS • Team efforts contributed to a 433% increase in stock price and a #1 Health Insurer ranking for Customer Experience (CX) quality in Forrester’s 2021 and 2022 US Customer Experience Benchmark Survey. • Team journey frameworks, models, and identified experience gaps were leveraged as the foundation for Humana's operating model, CX journey, and key focal areas. • Identified a

Director of Strategy, Leadership Team Member

Thrive

Aug 2011 - Jul 2013 (2 years)

Strengthened Thrive’s research and strategy practice, managed client programs, and served as the client liaison to ensure quality outcomes for SC Johnson, Kimberly Clark, Georgia-Pacific, and Masco. Analyzed industry dynamics, identified potential clients, wrote proposals, and participated in business development discussions. Led qualitative research, analysis, and synthesis for developed and developing markets, reframed project challenges, and facilitated client workshops. Developed customer experience journeys and new business opportunities which included actionable design recommendations, concepts, strategies, value propositions, and multi-phase innovation roadmaps. Built rapid Scenario Planning process and led Thrive’s first Scenari

Global Design Principal / Strategist, Air and Water Categories

Whirlpool Corporation

Mar 2011 - Aug 2011 (6 months)

Managed global platform design team and oversaw tactical and strategic design projects. Developed global design strategy proposals and principles based on manufacturing capabilities and regional user, retailer, and business needs. Markets benefiting included China, India, Brazil, and Europe. Structured and led global Water innovation workshop for representatives from US, Brazil, India, Mexico, and Europe. Region-specific and global needs were prioritized; associated technology gaps and market challenges were identified; and regional 5-year product roadmaps were generated.

Principal, Platform Design & Design Strategy

Whirlpool Corporation

Nov 2007 - Apr 2011 (3 years 6 months)

Led design and development of large appliance platforms and cross-category global strategies. Asked to intervene and assume responsibility for leading 5-6 person Design team on a $17M product platform development project that accommodated 2 refrigeration configurations, 3 product tiers, and 5 brands. Met cost and timing goals while driving scope expansion to deliver value-added consumer benefits, business value, and platform flexibility. RESULTS • Retail partners increased their dedicated floor spots to accommodate more product because of product enthusiasm. Platform launch began in May 2011. Created a 10-year vision development process with no budget, facilitated vision-oriented workshops, and developed global appliance visions. RESUL

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Innovation Strategy Project Manager

Doblin acquired by Deloitte

Mar 2007 - Oct 2007 (8 months)

Led cross-functional project teams (3-8 people) in the research and development of new business opportunities. Results included inter-related products, communications, business strategies, brands, services, and organizational processes. Worked in Seoul, South Korea with client teams, leading cross-functional projects and delivering on aggressive timelines while helping them apply new innovation practices. RESULTS • New SK Telecom business strategy was launched in Seoul in 2009 as SK Broadband IPTV. Offering had 5.2M South Korean subscribers as of 2020, and SKT has evolved from #2 Telecom to #1 Media company in South Korea.

Design Research & Strategy Consultant (Stint 2)

Procter Gamble

May 2006 - Aug 2006 (4 months)

Continued educating Procter & Gamble about Design Research, demonstrating its value through tactical (usability testing, human factors assessments, design guideline creation) project work for Folgers, Tide, Downy, and Cascade.

Design Research & Strategy Consultant (Stint 1)

Procter Gamble

May 2005 - Aug 2005 (4 months)

Introduced specific design research methods to Procter & Gamble and demonstrated value through tactical (usability testing, human factors assessments) and strategic (opportunity area identification, brand strategy alignment) projects for Mr. Clean, Pringles, and Febreze. Led ergonomic research for Febreze, providing design recommendations to make the bottle / trigger system significantly more comfortable to use. RESULTS • Received $30k unsolicited additional funding to redesign bottle / trigger system which resulted in increased frequency of use, length of time product was used, and profitability. • The design remains unchanged 20 years after its initial launch.

Consumer Insights Leader

Newell Rubbermaid

Jul 2003 - Dec 2004 (1 year 6 months)

Led design research and provided recommendations which shaped development of Sharpie, Expo, and Prismacolor products and strategies. Created Sharpie’s first advanced product development process. Led research which informed the Sharpie Mini shape, product features, and advertised usage occasions. RESULTS • Retailers ordered millions more units than originally expected, and the design remains unchanged 20 years after initial launch.

Senior Human Factors Specialist

IDEO

Mar 2001 - Jun 2003 (2 years 4 months)

Structured and led qualitative design research, generating insights and recommendations that shaped development of consumer products, consumer electronics, industrial equipment, strategies, branding, and web experiences for clients such as Microsoft, Philips, HP, Eli Lilly, McDonalds, Pepsi, and P&G. Taught U.S. companies, international corporations, and Stanford students about new business opportunity identification as an IDEO University instructor. Managed project with Microsoft to explore multiple tablet computing configurations. RESULTS • Significantly shaped the product strategy, including the Microsoft Surface platform, and aligned internal project stakeholders. • Positive project outcomes resulted in additional Microsoft business.

Senior > Lead Usability Specialist

Whirlpool

Jun 1996 - Feb 2001 (4 years 9 months)

Managed North American design research strategies for Whirlpool, KitchenAid, and Kenmore in Fabric Care (60% of Whirlpool’s business), Food Preservation, and Air Care. Defined desired UI functionality, information architecture, layout, and aesthetics. Structured and conducted design research and human factors assessments for North American, South American, and European project teams, providing design recommendations that shaped final products. Led physical ergomics and design research for award-winning Whirlpool Duet, Kenmore Elite, and Whirlpool Europe Dreamspace front-loading washer and dryer. RESULTS • Product pair established new industry price points, grew by double digits becoming the industry leader, changed consumer purchasing hab

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