Throughout the Discover Phase, I drive global research by leveraging qualitative and quantitative approaches alike.

My qualitative approach is informed through both primary and secondary research. Initially I kick-off research by working closely with business stakeholders, diving into brand research, conducting internal workshops and at times running with ‘’working’’ hypothesis. Next I follow-up with recruitment, dive into participant selection and conduct interviews. At times I even go out into the field for direct observation.

My quantitative approach is also informed through both primary and secondary research; as well as a close working relationship with data scientists, access to rich analytics, surveys, recruitment efforts and the participants themselves. With this method I aim to quantify attitudes, behaviors, opinions, and key challenges.

With the collective knowledge of these inputs, I am able to synthesize and identify key opportunities, form predictions, discover patterns, determine averages and a clear path forward. This phase sets us up for success in the Discover, Identify, Pilot, Develop, and Scale phases.

To extend upon consumer research and drive the transition from the Discover Phase to the Identify Phase, I go deeper into brand research.

I inform this process by establishing benchmarks, conducting comparative and competitive analysis, tapping into consumer insights, as well as ecosystem and opportunity mapping, to identify potential experience and platform strategies.

When benchmarking I’m looking for best-in-class examples, respective to the brand’s industry and well beyond. Through this process, I also look at the deltas across existing digital experience(s). This helps me to better establish and round out consumer context and expectation.

To build on this further, I define the experience strategy. I work to ensure that the overall experience between brand and end-user is aligned to a common narrative, across all touchpoints. This includes brand principle/value definition, planning, measurement and governance of the overall brand and product experience.

Cumulatively these processes help me to tease out and identify ways to position or reposition a brand such that it owns or continues to own a truly unique and highly valuable position in the heart of its consumer.

Continuing in the Identify Phase and directly informed by both research and brand strategy, I apply the knowledge gained to drive product innovation.

In general, the product strategy work I drive shares a majority of the same principles as brand strategy. I look at consumer research, dive into market segments, perform benchmarking, conduct comparative and competitive audits, drive north star visioning and define key macro product features with an understanding of the wider ecosystem and opportunity areas.

Further I fine-tune product strategy by working closely with the market insights gleaned thus far and key stakeholders to define product positioning, coupled with emerging tech. More recently a majority of my product strategy work has become heavily based on the presence of algorithms. This variable factors into the near-term and long-term product vision, directly informing the (product) roadmap.

Brand Strategy: In the context of brand strategy, the way I drive experience strategy is from the position of how the brand is experienced by consumers across all touchpoints. This includes the emotional and psychological aspects of brand interaction, whether through marketing, the purchase process, product usage, customer service, or digital engagement. The goal is to create a cohesive and positive brand experience which resonates with the consumer, ultimately building brand loyalty and ideally consumer advocacy. My process involves defining or refining brand principles and values, planning how these principles are communicated and measured, as well as governing the overall brand experience to ensure consistency and alignment with brand narrative.

Product and Service Strategy: When considering product and product strategy, my approach to experience strategy focuses on the user's interaction with the product or service, both digital and physical. I am concerned with the design, functionality, usability, and overall value the product or service provides to the consumer. I aim to ensure that every aspect of the product or service aligns with consumers' needs and the brand's promise, creating a seamless and satisfying experience. This strategy often includes mapping out the product or service features, as well as defining new and emerging technologies which will drive the product or service experience (such as algorithms). Ultimately I’m working to understand how a product or service fits into the consumer's lifestyle or work life.