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mega mall customer experience
For American mall????, US
MARKET RESEARCH
USER RESEARCH
EXPERIENCE STRATEGY
CONCEPT DEVELOPMENT
SKETCHING
CLIENT PRESENTATIONS
WIREFRAMING
Customer experience and omnichannel strategy & concept work for a mega mall.
Project: Define the connected customer experience, identify opportunities and develop a future-proof roadmap for a Mega Tourism 'Retailment' Destination in New Jersey.
Process: In this 10-week engagement, our multidisciplinary team had two strategists, two experience designers, one creative director and one technologist. We started by conducting user intercepts in malls, gathering insights around technology use and observations of user flows in space. We created customer journey maps and ideated against service moments.
My roles and responsibilities: My responsibilities included user interviews, market research, competitive audits, stakeholder interviews and leading the overall experience ideation. I pushed the team and the client to think of user needs and pain points in context, on and off the property. We used several service design methods and deliverables to craft a holistic experience.
michael kors in-store experience discovery
for michael kors, us
MARKET RESEARCH
USER RESEARCH
EXPERIENCE STRATEGY
CONCEPT DEVELOPMENT
WIREFRAMING
SKETCHING
Strategy and concept work for a fashion brand’s customer experience, with a focus on in-store tools.
Project: The brief was to help Michael Kors establish a 12-18 month vision for the future of its integrated customer experience with a focus on the in-store experience.
Process: During this 9-week engagement, we followed a multi-phase progression to draft a 12-month roadmap supported by project mini briefs client can use to build concepts from. Inputs from the business, best-in-class examples and existing technologies helped us define the strategic vision. We then identified key experience areas to develop and insert innovation.
My role and responsibilities: I worked with a small multidisciplinary team: one experience design lead, one creative director, two strategists and two technologists. I advocated for a service design approach, which let us gain a holistic view of the customer ecosystem. This enabled discovery of essential user needs and pain points that would be missed with a narrower view.
I helped create customer and store associate journey maps, with key moments, pain points and ideate within the context of their journeys. I also created design concepts, help facilitate client workshops and package up final documentation.
barilla restaurant experience strategy
for barilla, Italy & us
user research
customer experience strategy
customer journey map
mobile app concept
sketching
wireframing
Design research and customer experience strategy for a restaurant chain.
Project: Barilla asked us to think through their new US based restaurant chains’ customer experience with an emphasis on digital loyalty. They wanted to inspire customers to learn about the mediterranean diet and follow it for a healthier lifestyle.
Process: We started this 7 week program by conducting customer and restaurant staff interviews to gather a deep understanding of the existing Barilla customer behaviours and journeys. Qualitative research and participatory design exercises provided us rapid insights which we used for fast concept iterations on client workshop. Finally we did a round of final conceptual design for a mobile app, presented via user scenarios and high fidelity mock ups.
My role and responsibilities: I co-led this project with an Associate Creative Director from frog Milan studio. I ran research efforts out of NY, then worked with the Milan team to run client workshops at the Barilla headquarters in Parma. I created concepts and final design direction in collaboration with a visual designer and an interaction designer. Our hardest challenge was convincing Barilla to shift from their original nutritional tracking app idea to new concepts rooted in user insights and celebrated their simple, Mediterranean food heritage. We used research insights from participants, highlighted quotes and some secondary market research to make them understand this completely new market and user base.
Project highlights
Research to understand food & restaurant related habits
Our research objective was to gain insights around 4 topic areas: loyalty, health & nutrition, food discovery & enjoyment, value & convenience.
Research exercises: We started by making participants map their weekly food habits on a calendar, trying to understand: how they think about meals, what makes them choose one type of meal/restaurant, are people more habitual during the week then the weekend, how does being at work around co-workers affect food choices? etc.
Card sorting exercises helped us understand priorities around the ideal restaurant environment/service and loyalty experiences.
We also wanted to test some early hypothesis from client and our own, and used 3 conceptual designs to discuss opportunity areas and gauge interest.
Insights to archetypes: Based on our user insights, we mapped research participants on a 2x2 and created 4 archetypes of users. Our archetypes: Food enthusiasts, Convenience seekers, Wellness advocates and Canteen fellow (users who are using Barilla corporate canteens).
2. Customer journeys and concept co-creation with Barilla
After our research read out, we wanted to make sure to put the users in the heart of our ideation process. We held a two day workshop and co-created concepts with Barilla team. Using the archetypes and customer journey maps, we ideated around key moments per archetype. More than 50 ideas expanding several touchpoints varying from mobile app, in store augmented furniture to social campaigns were captured.
Restaurant customer journeys: Based on 4 types of visits (Eat-in, pick up, order ahead with pick up and order ahead with eat-in) we created customer journey maps with key moments framed under 3 sections of the service: pre, during and after visit. We defined each key moment in detail of why it’s important to users and to Barilla, unique needs and opportunities, and touchpoints involved.
Idea Book for concept documentation: Taking all concepts initiated during workshop, we built on each and documented in a comprehensive idea book
Prioritization and focus area: With the Barilla team, we decided to focus on on a customer experience that highlights discovery of Mediterranean food and nutrition. We produced conceptual designs for the mobile app and the loyalty program.
Mobile app concepts: We created three restaurant and one canteen concept with key user journey and initial strategies for loyalty and launch.
3. Final product concept
A way of eating designed around two main concepts: pleasure of food and Mediterranean nutrition.
Pleasure of food: Flavour profile is a new way to select Barilla dishes. Generated and based on past customer orders and favourited dishes. It is a visualisation of individual taste as well as a recommendation engine to explore and enjoy new dishes from Barilla's seasonal menu.
Health: Each dish has three components: the flavours, ingredients and the Mediterranean guidelines. Guidelines are based on the Mediterranean nutritional pyramid, and users get loyalty boosts as they make healthy choices accordingly.
Loyalty mechanics: Customer loyalty is driven by small and frequent challenges aimed at supporting good & healthy eating habits based on Barilla’s heritage Mediterranean diet culture.