Created a differentiated and premium guest experience for one of America’s largest cruise lines, while quantifying the potential impact on ROI. The project involved extensive quant and qual research, including onboard ethnographies that led to surprising insights and inspired differentiating brand territories and innovations.
The presentation of learnings included the development of a detailed, graphical current-state journey map with images and videos. The final, future experience journey recommendation was crafted as an ideal vacation experience narrative through the lens of two guest personas, complete with illustrations.
As part of a broader brand and visual identity refresh, helped rethink Papa John’s physical restaurant experience for both dine-in and carryout customers. Based on numerous shopper insights, store audit findings, franchisee interviews, trends forecasting and the new company strategy, delivered a new CX vision document that included recommended ideas mapped out against different guest journeys to direct architecture firms and designers in implementing a cohesive experience.
These journeys highlighted how solutions across various touchpoints flexed according to different consumers and solved their unique needs. New restaurant design set to start rolling out in 2023.
Designed, planned and co-led (as a team of two and in partnership with a digital marketing agency) a 2-week design sprint with top leaders from Boticário—the second biggest Brazilian beauty brand—to create a U.S. market entry and product assortment strategy for one of the brand's product lines.
Moderated at-home consumer ethnographies and in-person consumer focus groups, as well as all day-to-day client sessions, to gather insights, test and evolve concepts from early ideas to a finished concept. This included preparing discussion guides and designing the approach and methodology of creative exercises.
Identified through extensive market, trends and consumer research new and provocative long-term innovation spaces and business models for the bank in the 10+ year time horizon.
As part of the consumer insights workstream, led various qualitative research studies using tried and new methodologies such as ongoing consumer panels and group discussions with ‘frontier’ Gen Z consumers to explore uncharted territories for BoA. Developed hypothetical future personas to aid the creation of ideas and instill empathy within the organization.
Partnered with the leadership of South Africa’s largest department store to rethink the entire beauty department experience to drive growth and help the brand become a destination in beauty.
Conducted cross-department interviews, numerous store audits (within brand and competitors) and trends forecasting to identify needs/current issues and opportunity areas. Findings led to a range of recommended innovation executions within an orchestrated, end-to-end experience—co-created with clients through creative workshops.
Final recommendations were delivered as a detailed customer journey map through the lens of key shopper personas, highlighting ‘signature’, differentiating ideas.
Created an end-to-end experience map and vision that led to a complete transformation of the Australia’s largest superannuation (retirement) fund, from a modernized brand visual and verbal expression to a new model of member engagement.
As a follow up project, led various ‘train the trainer’ employee sessions on how to apply CX tools (member personas and principles) to help the organization continuously drive innovation.
Part of the training involved a design sprint with a team of 7 leaders that took a concept from inception to a physical prototype in just 5 days.
Additional projects examples I've worked on both in U.S. and other markets:
Co-led the development and marketing strategy of a new sustainability-minded Athleisure brand, launched in 2022, for Brazil’s largest fashion retailer, Hering.
In partnership with a large consulting firm, conducted extensive qual and quant research and analysis—including AI-based panels, customer segmentation and expert interviews—to identify and size white space territories.
Upon prioritizing a direction based on KPIs and business priorities, developed a range of brand value propositions for further consumer testing. Final recommended concept included digital and offline client engagement strategies, e-commerce/in-store experience elements and design direction for the entire collection.
Created a new and uniquely differentiated broker experience vision, including a fully-functioning digital platform prototype.
Worked with the Marketing, Product and Digital teams to workshop and develop concepts that were later tested and refined with brokers via in-depth co-creation sessions.
Developed a new brand strategy, experience, and communication design for Synovus focusing on the mass affluent segment—an untapped high potential customer segment—that evoked the warm service Georgia’s biggest regional bank was known for while empowering it to build deep bonds with current and potential customers.
Co-led various co-creation workshops to develop brand platform directions and later facilitated consumer sessions to test and refine the strategy throughout a 4-month engagement. The work included developing detailed mass affluent consumer personas, a customer journey map for each persona, a powerful value proposition and brand architecture.