For this project, design thinking was truly the catalyst for change:  

We created new digital experiences for a leading newspaper organization, which included localized content, facilitated social media engagement, and offered highly personalized experiences.

To get there, I led a team that conducted extensive ethnographic fieldwork across the US to identify user needs, assessed competitive strengths and weaknesses through a rigorous due diligence process, workshopped and ideated with client and industry experts, and prototyped and brought to life new digital experiences for consumers.

#ethnography #design thinking #prototyping

I partnered with a leading media provider to help them develop thought leadership in digital media and to promote advertising sales to women online through creating targeted branded content.

Part of this effort included leading a team that created seven personality types to structure and categorize the universe of female web users. This segmentation was based on how women self-identify themselves online and digitally influence one another. This work was featured in AdWeek and was a feature presentation at the Marketing to Women conference in Chicago. 

#segmentation #ethnography #PR #conferences #infographics

I've created detailed, quantifiable, and multi-media personas for a variety of organizations to serve as a strategic north star for future business opportunities, drive product design, marketing efforts, and more.  This is a brief example in the DIY category.

#segmentation #personas

Through ethnographically shopping with women for shoes, this project led us to think long and hard about short-term and long-term opportunities to re-define shopping for this fun, yet highly personal category for our client.  To accomplish this, I created a consumer-centered "wish list" and strategic roadmap that focused on re-defining the use of space, retail staff, digital shopping tools, and marketing activities. Stay tuned for a new and improved shoe shopping experience ladies! 

#ethnography #prototyping

For this nursing uniform manufacturer, 25 new-to-world concepts were created as a result of: 

EMPATHY: observing nurses and listening for the seeds of product inspiration

ERGONOMICS: working with design teams and fashion experts to explore new functionality in the most technologically advanced sense

EXPRESSION: exploring opportunities for personal touches

EMPOWERMENT: expressing confidence via new uniforms’ look and feel as well as industry PR activities (via education, conferences, etc.)

#ethnography #prototyping

This multi-phased project centered around an ethnographic research study to explore firsthand how users interact with their home entertainment systems today to uncover innovation opportunities for tomorrow.  First and foremost for this project, I'm working with our client to re-imagine that pesky remote control.

In addition, we are working to develop new-to-world products that will give users the Freedom to watch their interests across a Harmoniously connected ecosystem.

Finally.  The remote will be so easy that even mom can use it.

#ethnography #prototyping #co-creation

Sometimes, innovative insights need a more disruptive delivery method than the PowerPoint status quo.  Sometimes, multi-media storytelling is, well, just too much. 

Enter the magazine-style report.  I've created these glossy, highly visual stories for many a client, including USA Today, Belkin, and Nike.

Making dense statistics and metrics “pop” right off the page.  Infographics to the rescue. 

Infographics can be more than just a fun data visualization tool. They can also serve as poster board stimuli for ideations and workshopping, make for engaging executive summary deliverables, and serve as content for PR/social media activities. I even created an infographic-style Holiday card for our company last year.

I've created and used infographics for clients such as, Target, eBay, and Belkin.