AI Enablement at DBT.
I have worked on a number of the Kellogg's brands, as well as run innovation workshops for brand and marketing execs. This piece of work was a response to a brief for “a website which gives parents Rice Krispies Treats Recipes".
The real challenge Rice Krispies had was in not being considered a dynamic and fun cereal for the modern breakfast table, and so our response was to create an interactive baking experience for parent and child that solved the real challenge, they certainly didn’t need another website: parents were finding recipes via search and a Kellogg’s destination for that was redundant.
I was the lead creative on this project as well as the product manager, with oversight across all aspects of creative and delivery.
Results:
iTunes #1 Food & Drink app within 2 weeks and for 12 weeks via earned media
iTunes 4+ rating.
60,000 downloads in 6 months, 38,000 interactive recipe story creations.
Customer Experience (CX) Maps are ‘12 foot UI’s’, existing in print and most often seen on Executives office walls demonstrating a ‘customer first’ culture. In this form a CX map becomes out of date the moment it is ‘finished’ and is a poor medium to extract ongoing value from the work.
With this tool (it began as a Google Sheet) Product Owners can see new research in context of the CX map, easily spotting new insights and turning those into new discovery workstreams or new tickets on the product roadmap.
One of the most interesting parts of my role at Isobar was in having the agency to make things I thought would help the business itself.
This video is an example of a tool I created which uses the Swipe/RFID data generated in the building (1600 people) to model desk utilisation. This tool took 3 weeks to prototype and went into full development - it cost 12k to make and before I left the business it was estimated to save the business +- £3Mio per year in rent.
In-Earshot was a concept I originated off brief based on an original project from Warren Chapman’s project of the same name. We took it to Google Music for a summer campaign and Google Music app integration.
The concept is one part content strategy (see video below for proof of concept) and one part app strategy. The app allows a user to see what music those around them are listening to, creating 'small connections' based on shared musical tastes.
At Isobar I was the product lead for the ScottishPower account. It was a great experience as this was a time when Scottish Power were embarking on truly new products on a modern infrastructure.
in Specifics, I led product development for their 'Connect' home heating automation system, the YourEnergy app (Agile development, x6 iterations through to delivery and maintenance) as well as the desktop/web environment.
I also assisted as a technology consultant on their multi-million-pound infrastructure investment, advising on key technology requirements and providers.
Aptamil are not allowed to market to new mothers, so they briefed us to create brand affinity by talking to them during pregnancy.
This was a fascinating project because we went so far out of category in our response. The reason is, I think, because we essentially ran a product invention process with no clear idea at the outset as to what we should expect.
I was involved throughout this project, from the origination through to final build.
The strapline "The Business of You" was the core of the strategy which I originated for this successful pitch, aiming for a new young and entrepreneurially minded audience for HSBC to reach.
Toyota needed to unify it's European owner database with it's UK, whilst creating compelling reasons to use the MyToyota app more often.
Our response was "Drive", a new feature within the MyToyota app to show Toyota Drivers how well they were driving in terms of fuel efficiency, and to nudge small behavioural changes to this effect.
To demonstrate the validity of the concept we created an iOS prototype and recruited >40 Toyota drivers to test the app. We watched results against usage stream in in realtime and used this usage insight to optimise the prototype, delivering a validated working prototype to the client at the end of the project.
Working in collaboration with sister agency McGarry Bowen, this was a pitch for Honda's return to F1.
As well as contributing through product strategy and market positioning, I assisted the project through delivering a technical feasibility study.
I led the creation of the 2016 trends report for Isobar in the UK. I worked with colleagues to source compelling examples across key trends along with company specific examples and then crafted a narrative threading these together.
