Case Studies
My myriad of work has informed countless projects & strategies that directly improved the customer experience. Here are some of my favorites to explore.
01
Challenge: Target needed to increase its digital profitability by increasing sales on higher margin discretionary items. Consumers purchase them at a lower rate within digital channels compared to stores. We needed to unpack why this was the case to inform experience strategy & tactics.
02
Challenge: There had been huge shifts in engagement across channels and analytics couldn’t help the team understand why. The opportunity wasn't to acquire new consumers to these channels, but to deepen engagement with our existing. To deepen engagement we needed to know why consumers engage with these channels by understanding the role they play in their shopping journey.
03
Scaling & Building Research Acumen
Challenge: The design team didn’t have experience with consumer research & how it could help them. I had a steep learning curve to overcome with a large audience. I was also a team of 1 and didn't want to create interest just to tell partners I didn't have bandwidth to help them. To solve this, I designed a reoccurring research fair bringing consumers in where I was coach and event organizer, and the teams became the researchers and synthesizers.
04
Virtual Makeup Try On
Challenge: With COVID-19, Target shut down cosmetic testers in stores, but consumers still needed a way to try on products before they buy it. Industry-wide, cosmetics companies and mass retailers moved to virtual solutions to help solve this problem. We needed to understand how this changes the shopping experience and how to build confidence to purchase.
05
Holiday Kids Toy Catalog
Challenge: With Toys R Us going out of business retailers are still competing for market share. The toy catalog drives nearly half of toy sales for the entire year and digital version was recently added. To grab market share we needed to understand the kids gifting ecosystems and how Target compares. Especially with black & hispanic consumer who turn to competitors.