Jumpstart is a Product & Brand Innovation Strategy Toolkit that provides a framework to help teams articulate problems, define customers & value props, uncover insights and create solutions.
The toolkit was originally started during my time teaching at General Assembly and has since been used and further refined on various product & service initiatives.
Jumpstart is constantly evolving based on work I do If you would like me to run an innovation workshop, you may email me at firstname.lastname@example.org
Role: Designer, Strategist
Placelist is a personal project of mine that’s a social recommendation service to help people Save, Share and Discover Places They Love from people whose taste they trust.
Role: Concept, Product Design, Development (Web & iOS).
I was brought in to help the team at Elephant and their Goldman Sachs client create a new product vision for a B2B2C advisory product they acquired in 2004 and was losing traction with customers.
I lead Product Strategy including overseeing customer research, insights development and ultimately defined a new vision for their service. The team is currently in the process of implementing the vision with an MVP launch to begin Jan 2019.
Role: Strategy Lead, Customer Research Lead, Insights & Value Prop Development
Commercial customers were very important to Con Edison in meeting their goals from an Energy Efficiency perspective. They asked us to form an MVP team to go find out what they wanted and come back with recommendations.
We not only found larger opportunities but were also able to make recommendations that we could begin implementing right away to make incremental improvements toward a larger “Energy Advisor” vision.
The mobile app was a complete overhaul from a previous version (which had an average rating of 1.2). Our goal was to not only create a new app to live in parallel with the website but also to begin to set a strategy in which the app also played a unique role.
I oversaw strategy for the app as well as the launch and engagement strategy. 3 days after the launch the app achieved a 4.7 average rating, a higher than expected result.
Role: Product Strategy
During my time as the Director of Product Strategy at Possible, my main client was Con Edison who tasked us with transforming their core business via digital services innovation.
This included helping to transform the service organization to create new Energy Efficiency and Smart Home offerings.
I also created the customer on-boarding & engagement practice and created all go-to-market strategies that were used to roll out new services.
From August 2015 to March of 2016 I was an instructor for the immersive product management and strategy course. The 10 week curriculum I co-created and taught can be seen below.
I was responsible for planning and delivering over 50 lessons, activities and workshops across a broad variety of subjects that spanned Business, Marketing, Technology, User Experience Design and Leadership.
The course was organized around 5 projects that students had to complete in 10 weeks. We achieved the highest NPS score of any course at GA for two semesters.
Role: Instructor. (Planned and designed curriculum, workshops & activities)
A weight loss client came to us wanting to build a new online service and a new value proposition for the US Market - one that fit a younger audience and didn't feel like a cheap weight loss brand.
We didn't just re-design their service, we re-imagined it as the anti-diet brand with the rallying cry that this wasn't about weight loss but life gain.
One of the unique aspects of the project was developing our own IP through the invention of a "Food Optimizer".
The Food Optimizer was a recipe generator application that used an algorithm to "optimize" any recipe or dish by swapping various ingredients. By doing so it would lower the calories by 1/3 or 1/2 without materially changing the nature of the recipe (the taste or satiety factor). Pretty neat.
The project also included the development of a new 12 week weight loss program, a "virtual consultant" algorithm that would customize the program and content based on the member's weigh in and mood, a new mobile first site developed around their unique "food optimized" recipes and a completely new brand that would focus on the journey and teach people a whole new way of living.
And if that wasn't enough we developed a new slack like tool to enable the a very vocal community to share and support each other along their weight loss journey.
Role: Brand & Product strategy. along with overall responsibility for content strategy & UX.
Brouha was a location based mobile marketing and communications tech startup I Co-Founded and ran in 2010/2011.
Brouha was written up in Multiple publications (https://www.trendhunter.com/trends/brouha-app) and we were invited to demo at SXSW Startup Village in 2013.
Brouha started by my asking a very fundamental question - “why is it when loyal customers walk through the front door of stores they frequent, they aren’t recognized in any meaningful way”.
It seemed like a missed opportunity for retailers and hotels and their most loyal customers to have a deeper relationship, especially at point of entry.
Brouha leveraged RFID which allowed stores to “sense” when a customer walked through the front door at point of entry. This would let them to communicate with customers in an automated fashion and send contextual information to that customer (not “deals” or “offers” but richer more personalized content).
My partner and I built a full working prototype of the service which we tested in several stores in Williamsburg. This included an iPhone app and SMS services, hardware (RFID chips/cards, readers and antennas), cloud services and a dedicated 3G network which connected customers to stores in real time upon entry.
Between the time a customer entered and received a message was typically 3-5 seconds - without the customer having to remove their phone from their pocket.
The ultimate vision of Brouha was to be an interconnected physical web of stores and their customers communicating in real time using automated rules based messaging.
Role: Co-Founder/CEO. Brand & Product Strategy, Creative Direction (Product & UX Design), Sales & Marketing.
Makers & Doers is a new multi channel Maker brand platform to celebrate, support and promote Maker culture.
Makers & Doers is currently an ongoing project and is in its infancy. You may visit Makers & Doers here - http://www.makersanddoers.com/
Role: Co-Founder, Brand & Product Strategy, Creative Direction (Product Design & UX), Content Development.
Shoptalk was a startup I got involved with in 2013. I was brought in to help one of the Co-Founders re-develop the product, content and engagement model.
I ended up designing key parts of the service (concept & UX/UI design) to show how it might work to investors, modeling much of the core service similar to Good Reads (social recommendations).
I also designed a new "temp" based rating system that allowed us to capture how people felt about places rather than just the old star ratings and would also give us more accurate information on a sliding scale.
Role: Product Strategy, Creative Direction, Product Design & UX.
We designed Wendy Fresh pics as a new interactive menu service and application for Wendys as a discovery tool whenever they released new fresh menu items. Wendy Fresh pics allowed customers to pick food and fresh salad menu choices based on photography, sentiment and taste.
Role: Creative Direction, Product Strategy.
Wendy's asked us to create something fun and special for it's fans to celebrate the anniversary of the famous "where's the beef" campaign.
To capitalize on the popularity of the teeshirt craze (who doesn't love a teeshirt), we created Wendy Threads, an app that allowed people to create and PRINT actual Wendy themed teeshirts using a library of creative assets we designed.
We even had celebs like Pharrell in on the action and gave away his limited edition shirt he created (with our tool) to the fan who's design had the most popular votes.
Over 25,000 designs were created. and over 58,000 votes were cast in the first 3 weeks. Yup, people love making teeshirts.
Role: Creative Direction, Product Strategy (including launch / customer aquisition plan).
Scion Speak was created for Scion Enthusiasts as a way for them to celebrate the customization culture that existed within the community.
In order to get inside their enthusiast heads, myself and my team traveled to LA and Chicago to ride along with members of the various car clubs so we could come up with something that spoke to the heart of the brand and allowed for each individual to express themselves in a unique and personal way.
The crests were inspired by what we saw and how much these “scion enthusiasts” customized their cars - their cars very much being a reflection of who they were as people.
By the time we launched we already had a loyal following and many people using it.
We were surprised to find that many of the members actually used our tool to create custom vinyl stickers which they used to adorn the windows of their cars. (and paid for it themselves).
In addition, Contagious Magazine let us design the cover (and inside) of the Cannes issue of the magazine for that year. This was the first time a the magazine ever allowed a brand to design the cover of their magazine - let alone in 3D.
This was a passion project for me and truly was a project for, by and of the Scion car culture.
Role: Creative Direction. Product Strategy & UX. Crest Design & Art Direction by Tristan Eaton of Kid Robot fame.
Shaveeverywhere is an oldie. This was a project I oversaw as the Executive Producer back in 2006 and was the pre-cursor to many viral video efforts. The project was for Philips as an online only initiative and content series to help them promote and sell their new bodygroom razor.
Shaveverywhere was the Ad Age 2006 viral campaign of the year and a Cannes Gold Lion, Effie, Clio, FWA site of the year and many other awards.
The project also helped Philips exceed their annual sales goal on Amazon in 6 weeks.
Role: Executive Producer, Director of Innovation.