Research & Strategy
Research and strategy are foundational cornerstones of my design process. I believe that thorough research not only uncovers key insights but also drives informed decision-making throughout the design journey. By integrating a strategic approach early on, you’re also able to align the creative process with business goals, ensuring that the end results are both innovative, feasible, and meet the needs of the broader business.
Below are some examples of my past work and experience leading research and strategic initiatives across industries. Due to the proprietary nature of this work, I’m only able to share teasers publicly.
If you’d like to learn more, please reach out and say hi.
Hydroflask
Innovation Roadmap
In collaboration with the Hydroflask team, loyal customers, and subject matter experts, this dynamic project centered on immersive field research. We uncovered key insights, pain points, and opportunity areas. We transformed our findings into a strategic product development roadmap, designed to drive innovation and meet the evolving needs of their customers, while maintaining the brand's position as a category leader.
Kellogg’s
Licensing Program Refresh
The mission of this project was to develop a deep, holistic understanding of the Kellogg’s brand identity, current global licensing portfolio and its positioning within the competitive licensing landscape.
Leveraging these insights, we aimed to create a licensed product and experience strategy that would enhance and expand their current licensed portfolio.
Kimberly-Clark
Sustainable Fem Care
Aligned with the company's broader global sustainability goals, this project focused on designing a single-use tampon applicator compliant with the EU plastic ban.
Our team was challenged to develop sustainable alternatives by exploring unique materials, advanced construction techniques, and innovative manufacturing methods, all while ensuring an uncompromised level of comfort and user experience.
Peloton
Future of the Gym
The aim of this project was to create visionary yet realistic scenarios and concepts for the future gym, looking 10–15 years ahead. Anchored in the company’s internal vision, we broadened our perspective by tapping into external trends and consulting with experts across culture, technology, health and wellness, fitness, and other key industries.
By synthesizing these insights, we developed future-focused concepts that illustrated the ideal consumer experience, technological innovations, brand alignment, and business opportunities, ultimately shaping a comprehensive future vision for Peloton.
Starbucks
Sustainable Packaging Evolution
The objective of this project was to explore innovative packaging solutions for the ready-to-drink product line, aiming to ensure 100% recyclability while significantly reducing the environmental footprint. Our challenge was to strike the perfect balance between sustainability and maintaining an exceptional user experience that continues to resonate with the brand's most loyal consumers.