Delivering Strategic Insights
& Innovative Solutions
Holistic E2E Customer Experience for Revolutionary Health Tech Wearable
To set up Zepp for success in launching their smart hearing aids in the US market while instilling consumer trust in their brand, we conducted an integrated ethnographic diary study and comprehensive UX audit, identifying critical touchpoints across the end-to-end customer journey and delivering data-driven strategic recommendations to unlock holistic, exceptional customer experience across digital, physical, and service interactions.
Omnichannel Retail Service Strategy for Global Recreational FMCG Brand
To help this adult recreational brand boost e-commerce sales and gain high-value customer loyalty for, we conducted competitive analysis and evaluative focus groups to uncover purchasing motivations, validate retail value propositions, and prioritize key features for an integrated omnichannel purchasing experience with online-offline touchpoints. We produced a go-to-market strategy to launch a Buy-Online Pickup-In-Store (BOPIS) pilot program.
B2B Customer Experience & Digital Transformation for Architectural Glass Manufacturer
To revolutionize customer loyalty for North America's leading architectural glass manufacturer, we embarked on a service design overhaul, employing mixed-methods research, co-creation workshops, and executive alignment to map the glass sales cycle, identify critical touchpoints to deliver delight, and envision the ideal end-to-end customer journey - delivering a digital-first transformation roadmap with starting points of action to activate change.
Holistic Systems Design & UX Strategy for Global IT SaaS Platform
To align the software ecosystem of a global IT SaaS leader with modern remote-hybrid workplace collaboration needs, we conducted an exploratory study to define a holistic role-based access management experience. By mapping out current routines and identifying gaps in role assignment and permission configuration, we delivered a streamlined software management framework that simplified user roles, streamlined software distribution, and improved secured collaboration across diverse organizational structures.
Customer Experience & UX Strategy for Regionally Emerging Telecommunications Provider
To broaden brand awareness and increase ecommerce conversion for a regionally growing telecommunications provider, we conducted mixed methods research through customer satisfaction surveys and in-depth interviews - identifying target customer personas, validating purchase drivers against value propositions of core offerings, and refining brand positioning. Insights from this research informed website design strategies to simplify the online purchasing experience for phone, fiber internet, and cable services.​​
Change Management of Data Transformation for Multinational Beverage Conglomeration
To improve data ownership and empower informed, strategic decision-making by streamlining adoption of a reimagined retail data management experience, we facilitated change management for a large-scale organization. By developing a communications strategy, designing a messaging pipeline, crafting comprehensive multi-media training artifacts, we not only democratized data usage but also equipped operational leaders with modular tools to evangelize data fluency and literacy across their teams.
Viral Growth Strategy to Scale Monthly Active Users (MAU) for Creative SaaS Product
By aligning a group of cross-functional stakeholders to a common understanding of viral growth and equipping them with best-in-class practices from competitive players, we guided this engineering-led client through customer-centric thinking to empower them to deliver clear, compelling, and differentiated value to their users. In facilitating a co-creation workshop based off audit, we enabled this client to generate viral growth tactics and prioritize actionable steps to scale widespread adoption for their product.
Product & Service Innovation Pipeline for Multinational Beverage Brand
To revitalize a multinational beverage brand with +7% revenue growth, we led a rapid seven-week sprint to capture consumer insights across contextual ethnography, in-depth interviews, social listening, and competitive analysis - identifying key value drivers for the brand throughout the supply chain to reinvigorate the brand across stakeholders, customers, and consumers. Ultimately we delivered a strategic platform with validated, innovative concepts centered around consumer nostalgia to activate refreshed and reinforced market positioning.​
Information Architecture Unification of Account & Admin Surfaces for IT SaaS Platform
To improve the discovery and navigation of a software management dashboard across individual, team, and enterprise accounts, we facilitated qualitative concept validation - simplifying the proposed information architecture. Through moderated usability testing, task analysis, and tree testing, we identified critical pain points in the proposed user interface. By iteratively refining the dashboard design with concise taxonomy and clear terminology, we created a more intuitive and user-friendly interface that significantly improved administrative task efficiency.
AI-Driven Consumer Insights & Concept Validation for Global Sneaker Giant
To rapidly explore consumer preferences and purchasing patterns for clothing accessories as well as validate design forms and functions for sneaker accessories, we integrated AI-powered moderation and synthesis of in-depth interviews - accelerating exploratory research by 80%. In translating insights across style preferences, price sensitivity, and purchase drivers to inform product design, price points, and promotions, we emphasizing durability, aesthetics, and functionality to resonate with target consumer segments, ultimately enhancing the brand's competitive edge in the footwear market.
Generative AI Experimentation for Entrepreneurial Moonshot Innovation
To explore the capabilities and limitations of generative AI tools in driving consumer marketing, we led a HustleGPT experiment utilizing platforms such as ChatGPT, Jasper.ai, and Canva. With an initial capital of just $100, our goal was to create and scale a profitable venture - testing the creative and operational capacities of GenAI but also demonstrated their efficacy in building a business from the ground up. The experiment provided valuable insights into the strategic application of AI, showcasing its ability to drive innovation and profitability in marketing ventures.​
Digital Consumer Engagement Strategy for Global Recreational FMCG Leader
To significantly broaden the company's market influence and scale consumer reach, we conducted comprehensive market analysis and stakeholder interviews, developed an insights-driven strategic vision, and crafted a detailed implementation roadmap that aligned with long-term business goals - focusing on scalable digital solutions that enhance customer interactions and reinforce brand loyalty. This resulted in securing executive buy-in for a $2Bn opportunity to transform traditional consumer engagement approaches into dynamic, data-enabled, and digitally-driven strategies.
Translating Insights into Action to
Create Impact and Realize Value
As Design Strategist and eventual Senior Design Strategist at propelland, I helped clients discover, design, prototype, and launch new businesses, products, services, and experiences by applying my design thinking expertise to translate behavioral insights and market understanding into viable business opportunities. I continuously contributed a strategic perspective through my multi-disciplinary background across product strategy, user experience, and service design to create seamless consumer experiences by successfully identifying and managing tradeoffs between business and user needs. I advocated for both client and user needs in delivering solutions backed up by a compelling business case and informed by market and human insights, to realize untapped value for clients.
propelland, Sept 2021 - Aug 2024
SERVICE + BUSINESS DESIGN
Combining service design methodologies with a strategic business acumen enables me to balance the interplay between the customer, the business, and the market in order to apply unique insights and new knowledge to help organizations find new and innovative ways to meet their goals and develop solutions that truly resonate with people.
MIXED METHODS RESEARCH
Leveraging both qualitative and quantitative research skills allows me to gather and analyze data from multiple sources, providing a comprehensive understanding of the challenges and opportunities facing my clients. My ability to synthesize complex data sets and present findings in a compelling narrative empowers my clients to make data-informed decisions.
PROJECT LEADERSHIP
By defining clear goals, directing cross-functional teams, and effectively communicating with stakeholders, I have honed my ability to ensure projects stay on track and deliver maximum value. Embracing a leadership mindset has empowered met to anticipate and take ownership of obstacles while proactively seeking solutions that unlock creative confidence.
HUMan-CENTERED Consulting
Incorporating a human-centered approach allows me to elevate my impact and deliver more meaningful outcomes for my clients. By applying foresight and empathy to balance the needs of my project with the motivations of the people I work with, I am able to strengthen my relationships with clients and build trust early and often.
