Tamara Kartoziia
She/her
Senior Service Designer and Customer Experience Architect
AUTODOC PRO
Tamara Kartoziia is a Senior Service Designer at AUTODOC PRO, where she designs hybrid B2B services for independent car garages across Europe - bridging a digital ordering platform with physical field operations across 6+ markets. With a background spanning marketing, psychology, and customer experience strategy, she builds systems that translate customer behavior into business decisions. Her work has helped cross-functional teams align faster, reduce launch uncertainty, and enter markets customers actually want to be in. Originally from Ukraine, she has navigated life across four countries in a single year - and believes that her motto "success lies in uncertainty" is not just professional philosophy, but lived experience.
She designs for the human at the other end of the screen. And occasionally dances through the complexity.
Talk
Think global, adapt local: how Service Design became the engine of B2B market entry
When AUTODOC PRO needed to accelerate its European expansion, the usual approach — hire a local country manager first, then launch — was no longer fast enough.The Italy expansion process had to start before a local team was in place. That constraint forced a question: how do you design for a market you don't yet understand, under commercial pressure, with no local presence?
This talk shares how service design moved from a support function to a strategic driver — by building a repeatable market entry framework under real pressure, across 26 cross-functional teams spanning our 9-country footprint.
Three levers made it work: a parallel-path launch toolkit built using the Double Diamond; a JTBD-based empathy system that translated garage workflows into prioritized customer needs; and a Blue Ocean canvas built without access to confidential competitor pricing — using customer needs as the foundation for competitive differentiation instead.
The result: time-to-market reduced from 12 to 6 months, and the framework adopted at C-level as a company standard.
A rare, practical B2B case — especially relevant for designers and strategists navigating expansion, regulated markets, or the pressure to move fast without skipping the human layer.