Shu Phoon

Shu is a Strategic Designer and CX Consultant currently partnering with Villa Zolitude, a boutique luxury hotel in Phuket, to build a full end-to-end service blueprint of the guest experience — mapping every touchpoint across staff, systems, and departments to surface friction points and align teams around a more consistent, intentional guest experience. She brings a decade of customer journey mapping experience from global brands, including Jetstar's airport navigation and booking experience and Kmart's retail journey, honed while embedded in Isobar/Dentsu Aegis Network's digital innovation team, where she later led internal Design Thinking training for senior leaders across the network.