Core Contributions:
Experience Strategy & Vision
Program-wide Prioritization Framework
Advisor Insights and Feedback
Sales & Distribution Strategy
Fidelity launched Custom SMAs in April 2022, my role was primarily focused on advisor insights and the digital strategy. In this role I created journey maps, user profiles and experience guidelines to help ensure we provided a streamlined and consistent experience for our users (both internal and external). This was a large program with 6 teams and over 300 people, the other part of my role was working to align the team and provide clear direction. This included managing weekly prioritization meetings and quarterly BRP sessions focused on user feedback.
Core Contributions:
Head of Marketing & Sales
Presenter at Industry Conferences
Content Strategy & Development
Product Strategy & Experience Definition
Concept Ideation, Testing & Development
Fidelity ESG Pro was developed in Fidelity Labs as a new tool for advisors, aiming to help create ESG model portfolios and proactively engage clients with sustainable investing opportunities. I was the lead strategist, taking the team through the concept ideation and development phase into pilot and launch. After launch I transitioned to leading the marketing and sales function. My team established a comprehensive marketing site that was designed to encourage and facilitate client conversations, including the Values Discovery Quiz questionnaire that helps advisors get a better understanding of how their clients think about ESG factors and what is important to them. Based on client feedback we also created customized ESG reports that illustrate how ESG portfolios perform on up to 24 ESG characteristics compared to a traditional portfolio.
While we saw early traction with the concept, the political climate and tension around ESG caused us to shutdown the software in December 2022. Much of the foundational design was utilized in a new Custom SMA product offering launched in May 2023.
Core Contributions:
Project Manager
Ethnographic Interviews
End-to-End Customer Experience Strategy
Restaurant, Menu and Service Design
Brand Naming and Development; website, menu, collateral
Copywriting
At Continuum, we created a new social eating experience for Bertucci’s. I led a team of strategists and designers through consumer learning, concept exploration, design refinement and development. We defined every aspect of the experience from menu and service to environment and the brand. Using millennials as an inspiration, the concept delivers a casual experience that invites sharing and enjoying good food and drink with friends.
Core Contributions:
Project Manager
Consumer Testing
Service Design
Guideline Creation
Working with UnitedHealthcare, we created a new service model, Advocate4Me, that addresses member needs, resolves conflicts and form relationships in a meaningful way. I led a small team that tested service design concepts with members. The analysis and insights generated from research were the basis for an internal toolbox that helped UnitedHealthcare roll out the service model across their organization. The toolbox includes member profiles to help customer service agents identify different member types and triggers that move them from one need state to another as well as guidelines, annotated examples and success criteria.
Core Contributions:
Project Manager
Guest Experience Strategy
Service Scripts
Creative Direction
Guideline Creation
Working with Holiday Inn, we created a new lobby and restaurant experience based on guest needs. Testing the Social Hub experience in a full size mock up allowed us to work through operational issues and guest scenarios with corporate stakeholders and Holiday Inn employees. The final output was a comprehensive set of guidelines that allowed franchisee owners to customize and configure the experience into a wide range of floor plans and layouts.
Core Contributions:
Project Manager
Ethnographic Interviews
Opportunity Identification
Customer Experience Strategy
Content Strategy & Copywriting
Experiential Prototyping
Working with CGAP and MicroEnsure, we used the design thinking process to deliver relevant insurance products to the mass market in Africa, leveraging mobile phones.
Core Contributions:
Copytone
Copywriting
This was a quick and fun in-house branding project to help launch a product design company that was the brain child of a few Continuum designers. I worked with the designers to capture the key tenets of the brand and create a copy tone that embodied them.
Core Contributions:
Communications Strategy
Copywriting
We helped transition Preserve from a green lifestyle brand to a lifestyle brand that is green. Our work extended across the entire brand, from tagline creation and marketing copy to packaging and website design.
Core Contributions:
Project Manager
Brand Positioning
Brand Tone
Copywriting
Naming
I led this multi-disciplinary project in which we defined a new product and service offering for a global beverage company. The following boards show possible branding directions based on our core customer insights. We used them to gain alignment for the new brand's look and feel.
Core Contribution:
Retail Communication Strategy
Copytone Guidelines
Creative Concepting
Copywriting
Working with a team of designers and strategists, we created a differentiated retail environment for Sprint's flagship store in Kansas City. In this project, we explored the limits of the brand, tested new ideas and created a completely immersive experience engaging the customer's imagination, engendering loyally and driving purchase intent.
Core Contributions:
Brand Articulation
Digital Content Strategy
Copywriting
Haley House, a non-profit in Boston, was growing quickly and needed to define and articulate their core message to gain a shared understanding of who they were and what they stood for. We conducted stakeholder interviews to gain a broad understanding of the core tenets of the brand and made that the underlying navigation of their new website. A revamp of content, imagery and an easy way to donate helped Haley House increase participation and provided a social outlet to their core audience and beyond.
Core Contributions:
Client Ideation Sessions
Interview Screening Criteria
Interview Guide and Facilitation
Analysis and Presentation
Humana wanted to explore new concepts for engaging consumers with dental insurance. I led the project which consisted of multi-day client brainstorming sessions, testing with consumers and a findings readout. We tested multiple concepts, pricing and brand sentiment.
