Understanding how people interact with a brand and its properties. Armed with that empathy, I help optimize experiences.
The art of articulating a brand's differentiating purpose in its consumers lives.
Workshops Design & Conduct
Galvanizing teams and uncovering new ideas through thoughtful workshop design.
Research & Analysis
Experienced in consumer, cultural and design research. I can take a project from start to finish, ensuring insightful outcomes.
Flywheel Mobile and Tablet Application
While at innovation and design consultancy, Phenomenon, I worked on a software design project for cycling studio, Flywheel. I helped create an iterative design process through biweekly user feedback sessions. My insights and collaboration with the designers enabled us to build an application that users will love, and will set Flywheel apart from the competition. I contributed to the product strategy and go-to-market strategy on this project.
Foot Locker Brand Strategy
While at BBDO, I worked with Foot Locker to write a brand strategy that galvanized the entire Foot Locker organization and connected the brand to consumer's lives. I led ethnographic research working along-side sales associates, shop-alongs, and interviews with sneaker heads. I helped design and facilitate a brand workshop with Foot Locker. The resulting brand strategy and tagline provided a north star for the entire organization. Our clients were so happy with the work they asked us to do the same for 3 more of their brands - Lady Foot Locker, Kids Foot Locker, and SIX:02.
IBM Design Thinking Workshop
At IBM Design I was a design thinking workshop facilitator, facilitating workshops for clients and internal teams. Partnering with the IBM sales team, I co-led a workshop with IBM client, the American Bureau of Shipping. ABS is a not-for-profit that inspects large ships around the globe to ensure their safety. We designed the workshop to build empathy for ABS employees who conduct safety inspections and identify opportunities for IBM technologies to answer their needs. With the clients help we identified 3 personas, did an empathy mapping exercise for each persona and mapping their current experience on the job. Our clients were extremely happy with the workshop and IBM was able to make the sale.
World Gold Council at BBH
We turned a pitch into a client through research insights and a strategic direction that had the World Gold Council excited. For this one, we needed to understand the place of gold in the current engagement and wedding band market. We conducted interviews with couples and jewelers, investigated romantic language throughout history, and audited the evolution of love in film over the last 30 years.