About me
Hi! I’m looking to merge my experience in human-centered design with my work in grassroots community advocacy to find solutions to social problems further upstream. My goal is to help decision makers better understand the issues communities face and clearly hear their voices. My approach is centered on empathy, bringing out the best from the communities I work with and telling their stories to build consensus among senior teams. A consultative approach also ensures projects have lasting and strategic impact.
Projects
- Merrell: Urban LifestyleHeritage hiking brand Merrell was looking take advantage of the sudden enormous fashion interest in hiking style and culture. We designed and ran a foundational study exploring consumer expectations from retail tiers – from exclusive to mainstream. We followed it up with in-person workshops in London and Copenhagen with local voices in fashion. They guided the team on how to adapt the design and marketing message to help Merrell adapt to the European lifestyle market. We armed the client te
- Cultural Immersion for a Global Spirits BrandThe client was looking to understand the mindset of the brand's new target consumer and develop a content platform for them. I worked together with Paddle Consulting who had already identified the consumer's ideal type of entertainment as immersive experiences. I designed a two-day tour of London – arguably the global centre of immersive and VR experiences – to help the client team get into the consumer's shoes. Stops on our tour included the disco-themed, parmesan extravaganza Gloria Trattoria
- Keds: Made For Women, Whatever That MeansKeds made the first ever women's sneaker. But in the last 100 years, it had lost its way: the brand was targeting a highly specific group that no longer represented the full spectrum of modern, empowered women around the world. I worked with insights agency Intelligencer (London) in partnership with creative team Joan (New York City) to find an entirely new positioning for the Keds brand. In trying to define modern womanhood, we had a big "aha" moment: today's women do not want to be defined.
- PepsiCo: A New Insights FrameworkWe partnered with strategy agency G=mc2 to help PepsiCo view their consumer in a more holistic way. We explored six fundamental types of consumer which sit across every brand in the PepsiCo portfolio. We brought to life a quantitative segmentation via an extensive online study. This was followed by in-person fieldwork, creating a highly produced video for each typology.
- Courvoisier: Artisan EditionBeam Suntory commissioned this project to revive its cognac proposition. Cognac is traditionally a luxury drink, in itself at odds with the tastes of younger drinkers. More than that, the team knew that the definition of luxury had changed dramatically in the last decade. We designed a two day cultural tour focussed on modern luxury and design, guided by leading-edge consumers and attended by the client team including their master blender. The co-creation workshop resulted in a suite of conce
- Mr Muscle Platinum: Finding Product-Market FitSC Johnson had developed a proprietary new cleaning solution to be launched under the Mr Muscle brand. It provided high efficacy without the harsh chemical scents. They had been working for months to find the consumer facing proposition but multiple concepts had failed in testing. We used rapid, iterative process to help develop a new set of consumer propositions based on the work done to date. Our highly collaborative approach got the internal team aligned quickly. The final concept was chosen
Work history
I
I
ConsultantIntelligencer
London, United KingdomFreelance
Senior ConsultantSense Worldwide
- London, United KingdomFull Time
Skills
- Ethnographic Research
- Audience Research
- Design Research
- Cultural Insight
- Consumer Insights
- Design Strategy
- Service Design
- Trend Research
Education
Bachelor of Arts (BA) University of Cambridge
- Cambridge, United Kingdom
Modern and Medieval Languages (German)