Selected projects that I have led across industries, demonstrating how research-driven insight can fuel experience innovation, brand evolution, and organizational transformation.

See projects below.

Experience Innovation | Service Design

Elevating the dealership journey.

Developed a future-forward customer experience and new service model to help Audi break from industry norms and establish a more premium, customer-centric, and differentiated retail experience across its global dealerships.
Served as the day-to-day project lead while at Lippincott, a global creative consultancy, collaborating with teams around the world, including Audi AG and local market leaders. The concept, now being piloted in 5+ global markets, included defining new staff roles and creating detailed, emotionally intelligent service guides.

Experience Design | Brand Strategy

Bringing joy to banking.

Developed a radically human value proposition and customer experience for Virgin Money’s digital bank, designed to democratize financial services and make everyday money management simple — and even enjoyable.
Served as Onboarding Squad Design Lead within a cross-industry Agile team in partnership with 10x Future Technologies and Oliver Wyman/Lippincott. Led rapid sprints to define, prototype, and validate the experience, aligning stakeholders and integrating consumer insights to ensure a seamless end-to-end journey. The bank launched in 2019, delivering on its promise to dare to be different.

Culture Transformation | Digital Platform

Igniting a cultural revolution.

Led a culture transformation initiative for Grupo Globo, Latin America’s largest media company, as it evolved from a legacy broadcast leader into a direct-to-consumer organization. Partnering closely with the CEO and senior leadership, we co-created a new leadership vision and experimentation program to drive sustained cultural change across divisions.
As co-lead (via ?What If! Innovation Partners, part of Accenture), I guided strategy and execution across a year-long program. I conducted 100+ interviews, facilitated large-scale workshops, and moderated an AI-enabled forum with 300+ employees, informing a comprehensive culture diagnosis, a new leadership manifesto, and a scalable digital training platform that empowered thousands of employees to embed new behaviors into everyday work.

Experience Innovation | Growth Strategy

Designing future growth.

Co-led the development of a future customer experience vision and channel strategy for Aesop to drive profitable growth and anticipate emerging customer needs.
Embedded within Bain & Company’s CX team, I translated ethnographies, store visits, social listening, and interviews into future-focused shopper personas and a comprehensive end-to-end journey map. Through structured co-creation sessions with cross-functional leaders, we aligned on strategic priorities and defined opportunity territories to guide long-term transformation.
The resulting 6–10 year roadmap outlined new store formats, refined assortment strategy, and integrated physical and digital experiences across the customer journey. Mapped against an illustrated future-state journey, the strategy detailed phased initiatives balancing immediate improvements with long-term innovation while supporting a more diversified retail footprint, elevated personalization, and new growth channels aligned with the brand’s ethos.

Brand Strategy | Experience Design

Creating an athleisure movement.

Co-led the brand and positioning strategy for Hering Sports, a sustainability-focused athleisure brand launched in 2022 by Cia Hering, Brazil’s largest fashion retailer.
In partnership with Bain and Company, led extensive qualitative and quantitative research, including AI-enabled panels, customer segmentation, and expert interviews, to identify and size whitespace opportunities. Defined a KPI-driven strategic direction and developed and tested multiple value propositions.
Delivered an integrated recommendation spanning digital and offline engagement, e-commerce and in-store experience, and collection design guidelines.

Innovation Strategy | Research Design

Enhancing live game experience.

Partnered with the NBA Innovation team to uncover deep fan insights and identify opportunities to evolve the live arena experience.
Designed and executed a fast-paced digital ethnography study with fans across multiple league clubs to surface emotional drivers, unmet needs, and emerging behaviors.
Led all aspects of the study, from platform selection and discussion guide development to daily moderation and synthesis, delivering a comprehensive report organized around eight key themes, supported by rich qualitative data and Gen Z trend analysis. The findings informed future innovation priorities and contributed to ongoing enhancements in fan engagement both on and off the court.

Other Projects

Experience Innovation & Design

Reimagining Papa John’s restaurant experience and customer experience vision for global rollout.

As part of a broader brand and visual identity refresh led by Hale Design, reimagined the PapaJohn’s physical restaurant experience for both dine-in and carryout customers. Leveraging shopper insights, store audit findings, franchisee interviews, trends forecasting, and the new company strategy, delivered a comprehensive CX vision document.
This document included recommended ideas mapped across various guest journeys, providing architecture firms and designers with clear guidance for creating a cohesive experience. These journeys showcased how solutions across multiple touchpoints adapted to different consumer needs. The new restaurant design began rolling out in 2023.

Shaping the broker experience for AXA through a differentiated digital platform.

Developed a uniquely differentiated broker experience vision and solution, including a fully functional digital platform prototype for AXA, one of the world's largest insurance companies.
Collaborated closely with AXA’s Marketing, Product, and Digital teams to develop the platform’s user interface and information architecture, which was later tested and refined through in-depth co-creation and concept validation sessions with brokers.

Turning the beauty department of South Africa’s largest retailer into a top destination.

Partnered with the leadership team of Woolworths, South Africa’s largest department store to reimagine its beauty department experience, aiming to drive growth and establish the brand as a top destination for beauty.
Conducted cross-departmental interviews, multiple store audits (within the brand and competitors), and trends forecasting to identify current needs, challenges, and opportunity areas. Insights informed a series of innovative recommendations for a cohesive, end-to-end experience, co-created with clients through creative workshops.
Final recommendations were presented as a detailed customer journey map from the perspective of key shopper personas, highlighting distinctive, ‘signature’ ideas that set the experience apart.

Building an end-to-end merchandising vision for Burger King’s brand evolution.

In collaboration with Sterling Brands and emaz, co-developed a new merchandising strategy for newly re-branded Burger King. Recommended holistic merchandising ideas across the guest journey, prioritizing quick wins as well as mid and long-term initiatives.
Created a merchandising toolkit with recommended materials for both exterior and interior applications, including inside the restaurant and drive-thru based consumer ethnography research, market trends and shopper insights.

Defining a premium guest experience strategy grounded in deep consumer insight.

At Lippincott, developed a differentiated, premium guest experience for Holland American Line, one of America’s largest cruise lines, while quantifying potential ROI impact. The project involved extensive quantitative and qualitative research, including onboard ethnographies that revealed surprising insights and inspired unique brand territories and innovations.
The presentation of findings included a detailed, visual current-state journey map, enriched with images and videos. The final future experience was crafted as an ideal vacation narrative, presented through the lens of two guest personas and brought to life with illustrative storytelling.

Transforming member engagement through an integrated brand and experience vision.

Created an end-to-end experience map and vision that led to a complete transformation of AustralianSuper, Australia’s largest retirement fund, including a modernized brand visual and verbal expression as well as a new model for member engagement.
As a follow-up project, I led a "train the trainer" program for employees on how to apply customer experience (CX) tools, such as member personas and principles, to help the organization continuously drive innovation. Part of the training included a design sprint with a team of seven leaders that took a concept from inception to a physical prototype in just five days.

Brand & Growth Strategy

Defining a long-term growth strategy to expand and future-proof an iconic franchise.

Developed a comprehensive, long-term growth strategy for the Teenage Mutant Ninja Turtles franchise, grounded in actionable principles. The strategy balanced short and long-term initiatives, combining ‘safe’ and disruptive tactics with a mix of pilot tests, bold investments, and strategic optimizations.
It included a suite of signature experiences and supporting elements across both physical and digital brand touchpoints to enhance engagement and expand the franchise reach.

Developing a U.S. market entry and product assortment strategy for a popular beauty line.

Co-designed, planned, and co-led a two-week design sprint in partnership with digital marketing agency 360i (now Dentsu Creative) alongside the senior leadership team of O Boticário, the second-largest beauty brand in Brazil, to develop a U.S. market entry and product assortment strategy for one of its product lines.
Facilitated at-home consumer ethnographies, in-person focus groups, and day-to-day co-creation sessions to gather insights, test, and refine concepts from initial ideas to a finalized concept. This included preparing discussion guides and designing the methodology and approach for creative exercises.

Repositioning Brex to resonate with a broader audience through a cohesive brand platform.

Collaborated with creative agency Collins to develop a new brand strategy for unicorn fintech Brex.
Originally positioned as a corporate credit card for tech companies, the brand quickly expanded its offerings to serve a broader audience. To support this shift, we elevated the brand perception by defining a clear value proposition and building a cohesive messaging platform.

Expanding the brand to appeal to an untapped, high-potential customer demographic.

Developed a new brand strategy, experience, and communication design for Synovus, focusing on the mass affluent segment—an untapped, high-potential customer demographic—that evoked the warm service for which Georgia’s largest regional bank is known, while empowering it to build deep bonds with both current and potential customers.
Co-led various co-creation workshops to establish brand platform directions and later facilitated consumer sessions to test and refine the strategy throughout a four-month engagement. The work included developing detailed mass affluent consumer personas, customer journey maps for each persona, a compelling value proposition, and a robust brand architecture.

Shaping a long-term innovation roadmap grounded in emerging expectations.

Identified new and forward-thinking innovation opportunities and business models for Bank of America within a 10+ year time horizon through extensive market, trends, and consumer research.
As part of the consumer insights workstream, led multiple qualitative studies using both established and innovative methodologies, such as ongoing consumer panels and group discussions with ‘frontier’ Gen Z consumers to explore new territories for the bank. Developed hypothetical future personas to facilitate idea generation and foster empathy within the organization.

Developing consumer-driven product innovations to expand Tropicana’s portfolio.

Worked alongside award-winning creative agency Sylvain to ideate and develop a diverse range of new product concepts for Tropicana, exploring opportunities to expand the brand’s portfolio. This process involved generating creative concepts, mapping potential product benefits, and identifying unique positioning strategies to differentiate offerings in a competitive market.
I helped develop detailed product descriptions for BASES testing, ensuring each concept was clearly articulated and aligned with target consumer insights. These materials supported quantitative validation of ideas, helping the team prioritize concepts with the greatest potential for market success while strengthening Tropicana’s innovation pipeline.

🔒 Detailed case studies. Password protected for client confidentiality.