Jacquelyn Brioux
Researcher and Service Experience Designer


A little bit about me


Jacquelyn is a charismatic design lead with expertise in starting and scaling in-house service design practices. She currently leads the service design practice at Shopify Plus (remotely from D.C.) with an emphasis on building cross-functional relationships to improve the end-to-end experience for entrepreneurs on their platform. This includes a focus on all actors and touchpoints involved in the service delivery, including the orchestration of people, props, and processes to ensure a more human-centered experience for all involved—customers, partners, and employees.

Prior to joining Shopify, Jacquelyn started the first in-house service design practice at Fannie Mae, attracting top talent with her charismatic and genuine approach to relationship building and people management. Prior to leaving, her work garnered an investment of $4M in funding toward service design efforts focused on affordable housing, along with headcount for eight direct reports whom she personally identified and recruited. That foundation continues strong today as both funding and headcount for service design increase across the organization.

Professionally, Jacquelyn’s career started in the music business as an associate agent for film and television composers. At the age of 25, she convinced the owner to invest in developing a roster of recording artists for music licensing and original score, and subsequently spent the next year building out the business, collaborating with outside experts along the way. That business remains strong today. After a brief stint in cultural policy research at CIMA to defend the rights of Canadian independent music artists and entrepreneurs, she joined FACTOR to lead their communications team in generating content to showcase the value of public and private funding for independent music. While there, she also managed relations with the board of directors and led the redesign of FACTOR’s new public website to highlight the success stories of #FACTORfunded artists and improve the pathway for applicants to receive funding.

This foray into user experience prompted her transition into product design, starting with responsive Web at Uberflip in Toronto, and later adding iOS and Android. She was recruited to join the design team at Capital One in McLean, Virginia and relocated to the USA in 2014. While at Capital One and Capital One Labs, Jacquelyn led design on several digital product features for Web and mobile, including balance transfers, a dynamic credit card application, an app for managing shared finances, an app and hardware pairing to help customers use credit wisely, discovery research for a new card offering targeted at affluent spenders (which later become Savor), and a cross-functional collaboration to pioneer a new success metric rooted in financial and subjective wellbeing, which was piloted as part of the new money coaching service at our 360 cafés nationwide. In 2015, Jacquelyn received a standing ovation from over 400 colleagues at Capital One Headquarters for her moving PAM talk (modeled after TED) on how Capital One can leverage the principles of positive design to realize its mission to change banking for good. She was later invited to deliver her talk at several ivy league colleges across the country to assist with campus recruiting efforts.

Jacquelyn’s commitment to bridging the gap between academia and industry was evidenced by her initiative to redesign the campus recruiting experience at Capital One. She identified appropriate schools, programs, and events from which to recruit top talent, and completely redesigned all the of recruiting materials and challenges for everyone involved — recruiters, hiring managers, interviewers, and the interviewees themselves. She also collaborated with the project manager for Capital One’s Technology and Product Management Development Programs to design and implement the first two-year rotational Design Development Program for new college grads. Jacquelyn has also been invited to speak and sit on panels related to service design at in-house industry events and on-campus career events.

As a leader, Jacquelyn is honest, genuine and transparent with her team and treats everyone as equals. By genuinely valuing their ideas, insights and expertise, she's able to gain multiple diverse perspectives and provide them with a voice in decision-making. She strives to empower each person to take ownership of their projects and let them rise to the challenge, giving them support and guidance where needed without micro-managing. By trusting them, she's able to foster a culture of mutual trust and respect.

Academically, Jacquelyn was the first of three students to be accepted to the inaugural cohort of Carnegie Mellon University’s new professional doctorate (D.Des) in Transition Design. After completing 72 credits, she decided to put the program on hold and entirely focus her time and effort on applied work in the field. She graduated with an Honors B.A. in Communication Studies (Summa Cum Laude) from York University with a focus on cultural policy and critical technology studies, and a B.A. in English with a focus on critical theory from the University of Guelph.

Systemic design is distinguished from service or experience design in terms of scale, social complexity and integration – it is concerned with higher order systems that that entail multiple subsystems.  By integrating systems thinking and its methods, systemic design brings human-centered design to complex, multi-stakeholder service systems. It adapts from known design competencies – form and process reasoning, social and generative research methods, and sketching and visualization practices – to describe, map, propose and reconfigure complex services and systems.
— Systemic Design Research Network
By tapping into a design mindset, organizations can find new ways to humanize – to unlock the human dimension and uncover a sense of meaning and shared values that drive motivation, well-being and growth.
— "Four principles for humanizing the future of work" — Veryday

Further listening and viewing


"Banking on Happiness" (revised for external audiences) delivered during People + Money at Carnegie Mellon University, February, 2016.