A decade of consumer craft

Consumer-grade craft, whatever the brief.

Service, hardware, and interfaces big and small, across NORAM, APAC, and Greater China. Every brief was different; the standard, research-led and shipped, never was. Five below show the range.

A faceless distributor with no consumer pull, and a dead lull between purchase and delivery. I led a persona-driven membership around a premium smart-key fob, pairing to the phone over Bluetooth, signalling in light and vibration, telling time, and pointing drivers back to their parked car, with a companion app for tailored content and perks.

+8% adoption to the membership program within the quarter. Read the full case study →

Walmart owns U.S. grocery, but online pickup and delivery was the newest frontier, and 35% of first-time users ordered once and never returned. The gap wasn't the cart, it was communication. I reframed retention as a comms experience on five principles, personalise, be transparent, stay proactive, make it actionable, give control, with one honest voice (Quinn), freshness alerts, proactive pickup guidance, and live delivery status, grounded in 22 interviews and thousands of reviews.

−14% call volume, +5% on-time pickups, +10pt NPS.

The 9/11 Day Foundation works to turn a day of tragedy into a national day of service. In 2020 the task was steep: motivate millions to do good during a pandemic. With Wunderman Thompson we built a web and social platform for doing good from home, 11 headline good deeds plus 40 more, nonprofit APIs to finish a deed in minutes, and sharable badges that carried the message across social.

29M participants, 1.1B earned impressions, +1000% site traffic, +51pt shift toward hopefulness. Silver Shorty Award.