I was the Director of Strategy (freelance) at Possible where I oversaw all aspects of strategy (product, brand, marketing, business) for the transformation of Con Edison’s digital services.
I was responsible for managing dozens of B2C & B2B product, service & business transformation initiatives across web & native mobile for Con Edison and its 10 million customers (residential, small business and commercial).
I also created the customer on-boarding & engagement practice and created all go-to-market strategies that were used to roll out all services.
Among everything else I do as a strategist I try and stay up to date on prototype tools. Even though it's not my main job, it is fun to roll up my sleeves and make something.
Framer is something I started playing with this year and it's an amazing tool. It's the closest you can come to the real thing without investing significant time.
Framer's combination of an easy to use coding library (using coffee script) and fairly powerful design tool, make it pretty easy to build quick proof of concepts - and ones you can interact with (an advantage over things like InVision).
This gallery contains a few samples of things I've been playing with including a chat bot demo for a payments bot and a concept for a new day to day planning app called "Daily".
Jumpstart is a product strategy & design thinking tookit I use to help clients, teams and startups to identify, define and create new product, business & brand opportunities.
Jumpstart is both an approach and a set of frameworks that can be used to help understand customers, define problem spaces, identify opportunities, uncover customer insights, define value propositions and design, validate and evaluate product ideas.
Jumpstart is a culmination of my work as a Business & Product Strategist, Creative Director, Startup Co-Founder as well as my time spent teaching the immersive Product Mgmt. and Strategy course at General Assembly.
If you would like to know more you may email me at email@example.com
Jumpstart is an ever evolving project that is constantly being updated and refined.
Placelist is a social recommendation service to help people Discover Places They Love from people whose taste they trust.
I created Placelist after many many moments in which I was out and myself and others were trying to find places nearby to go as well as requests from people who wanted recommendations from me of places to go.
Placelist is an ongoing project which was concepted, designed and built by me originally on top of MeteorJS using UIKit as the front end framework and Google Places API.
I am currently re-doing the service to better integrate with instragram and create a more flexbile system for customers.
Role: Product & Brand Strategy, Creative Direction (Product & UX Design), Development. Customer mgmt.
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.
From August 2015 to March of 2016 I was an instructor for the immersive product management and strategy course. 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, Leadership on a diverse range of topics and skills (everything from Agile methodologies and Lean Startup techniques to market sizing, prioritization, sketching & prototyping, MVP & Validation planning / execution and much much more).
The course was organized around 5 projects that students had to complete in 10 weeks. As instructors our job was to take students unfamiliar with how to build product based companies and teach them the concept, tools and techniques in order to be effective product owners.
During the course I was also responsible for writing project briefs, organizing hackathons, protothons and cross-immersive projects with the Web Development and User Experience Design Immersive.
I also designed and developed new lessons for the course as well including a Brainstorm toolkit and Effective Presentations using "how catchem" and storytelling techniques.
Role: Instructor. (Planned and designed curriculum, workshops & activities)
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.