Experience Strategy, Brand Strategy,
Workshop Design & Facilitation, Research
From framing up the strategic opportunity to concept creation, I'm a thinker and a maker. I am passionate about designing solutions that actually solve problems and have a positive impact on people's lives. I love using Design Thinking methodologies to map out user experiences and build empathy.
Flywheel Mobile and Tablet Application
Through user and category research, our team was able to design a cycling application for users beyond the in-studio experience.
I'm passionate about articulating a brand's purpose in consumer's lives.
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.
Workshop Design & Facilitation
I believe workshops can be magical when they are thoughtfully designed to accomplish objectives, and participants are kept on-task.
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.
Research: Design, moderation and synthesis
Research is the starting point for everything that I do. Whether it's an audit of culture, or an in-situ ethnographic dive. I can do UX research, conduct interviews, moderate focus groups, write surveys and run analysis.
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, went shopping for rings, investigated romantic language throughout history, and audited the evolution of how love had been portrayed in film over the last 30 years.