Role

• Lead the design and application of surveys, interviews and worksheets aimed at collecting data for questions around color, material, fit, trends and purchasing habits.

• Created curated experiences that enabled design teams to connect and collaborate with consumers.

• Lead a team of designers, marketing and fit techs to design a kit to enable teams to prepare for market research quicker, help create consistency in data collection, and create fun connections with consumers.

Aims

• Create consistent and child friendly insight collection materials such as surveys, interview questions and activities surrounding gender and color preference.

• Connect with consumer in their own spaces

Findings

• Children of all genders no longer connect with binary color applications. Most prominent among girls, they either are choosing to shop in the boys sections or with another company. A small but growing number of boys like what is available in the girls section but are alienated by the for girls labelling.

Output

• After unlocking a new consumer perspective on gendered color, I lead the redesign of briefing materials: proposing briefing gender on a spectrum to align with how the consumer viewed gender expression. This enabled deeper conversations surrounding the aesthetics of gender and inspired marketing/merchandising teams to invest in unisex styles. This also allowed design teams to be more nimble when reacting to trends and create better storytelling.

Role

• Created strategy for seasonal trend collection based on a femme leaning, sport consumer.

• Managed design process from conception to final product, collaborating with Material Design to execute a complete vision.

• Validated market place need for girl leaning product that pushed beyond traditional definitions of femininity.

• 50k total units produced and $4 million in total revenue.

Aims:

• Immerse the team in trending family activities to inspire and create team bonding

• Connect with consumer in their own spaces

Findings:

• Parent’s want to create experiences to share with their children rather than buying more things. They want to share traditions (like cake decorating) that they may remember from their childhood or wish they could have had in their childhood but with a curated photo ready spin.

Role

• Designed and coordinated activities and workshops that enabled designers to connect with consumers.

• Designed the concept for seasonal consumer led collection based activating youth and nostalgia trends.

• Managed design process from conception to final product, collaborating with Material Design to execute a complete vision.

• Validated market place need for more youthful and fun storytelling.