FLOR built most of its success from mail-order catalogs featuring beautiful photographs and inspiring interior design ideas using its modular flooring system. Some customers know exactly how to design and use the FLOR system effectively, while a broader group of people need more support. The goal was to examine content and channels and to transform these inspired consumers into active customers.
We created an app that simplified the purchase process by organizing the design process into singular paths and developing a series of videos to address regular concerns. We then transformed the product focused website with consumer-friendly benefit messages. The content that we created for the web and app became a central piece of the content strategy for social media.
I pull from a range of frameworks for developing experience strategy depending on what we are solving for and the maturity of the customer. All the work is done in concert with many internal and client stakeholders, in addition to user and market research. Synthesis, visual storytelling, and reports are created to set the foundation for the design process. A good strategy should help align key stakeholders before the design work starts so we are not using the creative process to make strategic decisions. Great experience strategy helps sell brilliant work and keep it sold through execution.
While at Indigo Slate, our parent company, Zensar, developed technology that could use sentiment analysis to customize financial investment and planning insights. To have sales conversations with multiple wealth management institutions, we created a proof of concept that helped position the technology with the experience for the advisory role and the end customer. The video helped to establish our approach to co-creating the product experience for each institution.
Before the pandemic, Starbucks was going to open a location at Microsoft’s Executive Briefing Center as part of their co-innovation. I worked alongside technical and retail advisors at Microsoft to craft the Continuous Innovation (CI) framework, run workshops, create executive communications, lead concept board development, and content/documentation strategy for the program.
We used design to help this startup airline overcome barriers to entering the Canadian market and support a key area of their business plan. The strategic emphasis on the Jetlines brand being Canadian helped accomplished both.
Because Jetlines is an ultra-low-cost carrier, Canadians were suspicious of the quality and dependability. The brand identity was created to be friendly, empowering, and uniquely Canadian. Ancillary revenue was a crucial part of their business strategy. We designed engaging custom products that celebrated Canada while helping to build the brand– both on board and through a social media strategy.
A clear strategy is the core of all development. Clients and projects need different approaches, but upfront alignment is always required. I’ve run workshops with clients to help define their opportunities and roadmaps, and I’ve worked with others to establish a strategy for a new experience. One of my critical roles as a design lead is creating alignment on the strategic path forward.
Working on diverse projects has involved working in many disciplines– from research, UX, engineering, systems, architects, and a vast range of designers. No matter the project, a clear strategy is central for teams to work together to create something new.
Mr. Chocolate is Jacques Torres, an amazing master chef. His app was created for both iPhone and iPad and includes a tour of his factory, an animated history of chocolate, behind the scenes shop photos, eleven recipes and techniques, an in-app feed to Jacques’ social media, and an exhaustive chocolate glossary. All recipes include a list of ingredients, a full video, written instruction, and step-by-step photos, allowing users to easily navigate between all three with a tap.
I’ve helped airlines from around the world look at how they could reimagine air travel. Sometimes we start with an existing brand, but in the case of Eight Air, we looked at creating a new company that was focus solely on a premium experience. As Creative Director, I led the strategy and a team of designers to create a brand positioning and identity for this business and first class only airline.
My team worked on developing the future customer service experience strategy for T-Mobile with their product teams. The proof of concept screens and video were used to show how AI and customer service technicians would work together and gather feedback as we prioritized features in implementation. AI was a concern for the customer service team, and internal communication and partnership were central to achieving the strategic roadmap.
We created a GearVR experience for the LATAM Airlines sales team to promote their new cabin interiors. Users can select a unique cabin view based on the person they choose in the home environment. Navigation selections were created through gaze control. Text pop-ups and video animations were also incorporated into the 360-degree views for a more robust standalone experience.
Poppi is a startup airline concept that looked at commercial air travel from every angle— business, brand, product, experience, and service innovation. As Creative Director on the brand development, we found inspiration in the startup culture that had disrupted so many other industries, and so the Poppi logo is made up of ones and zeros. The Poppi brand was used as the foundation for presenting innovative concepts to the airline industry across all touchpoints.
The Poppi concept received press coverage from Fast Company and CNN among others. We even had industry people contacting us wanting to work for Poppi.
This app was created for the Congressional U.S. Open and featured Jack Nicklaus. It gives a hole by hole insight and commentary by Jack, a scroll through an aerial perspective of the holes, in-app connection to Jack’s social media, and a bonus video of Jack talking about his time at the Open over the years including his famous hole in one- all with share functionality.
The video was part of an online campaign that was created to drive the target to the app stores.
