Product
design
Sailing web3 storms and AI tailwinds
At Metacampus, an edtech startup, I navigated complex product design challenges amidst the frenzied landscape of web3, and the boom of AI. I covered UX, design, and strategy, and played a central role in propelling the platform from concept to reality through continuous experiments and rapid pivots.
#digital platform
Staycations people don't want to leave
Through a close collaboration with Dentsu's innovation team, I oversaw the launch of a mobile web app and notification system, designed to drive organic traffic to trivago.com. We redefined ‘staycation’ by scraping hotels that could be destinations in their own right. The product was later integrated as a feature into the core platform.
#mobile web app
Driving family trips and search traffic
We discovered that, for several months, 70% of American families weren't traveling. Together with a team of engineers, I led the product design and marketing-testing of an MVP in a 12 week sprint. Our objective was to inspire families to embark on hotel trips and boost our website traffic at a reduced cost. The product was later integrated as a feature into the core platform.
#mobile web app
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Alzheimer’s: caring for the caregivers
With Alzheimer's cases projected to triple by 2050, caregivers face mounting challenges regarding intense workload, chronic isolation, and preparedness. Supported by ML engineers, I developed a dedicated Voice Action with the Google Assistant to empower caregivers and alleviate accute pain-points.
#voice user interface
Brand
design
Project
Google MAChINE Sprint brand refresh, guidelines, and playbook.
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My role​
I directed the project, including hands-on design, to build a narrative and design system for the Goggle MS. That enabled the Google Creative Works teams to create an impactful brand experience for clients during innovation sprint sessions.
Project
Brand development, guidelines, and creative playbook for McDonald's Olympic Sponsorship program.
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My role​
I was responsible for leading a cross-functional team, turning the celebration concept into a unifying design system aligning the McD’s, IOC, and London 2012 brands. I faced an aggressive timeline and complex stakeholder landscape but delivered a successful brand kit.
Apps and
websites
Project
Multi-platform content hub and brand partnership.
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My role​
I was creative director for a content partnership program with Maserati. Our digital strategy engaged high net-worth individuals with inspirational stories and SEO-optimised content. Through a multi-platform approach, we exceeded luxury automobile engagement benchmarks.
Project
Branding and multi-channel experiential for The Economist during the Cannes Festival
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My role​
I was creative director of the 'Wake Up With The Economist,' program in Cannes. Our goal was to attract high-profile audiences. The concept fused iconic Economist headlines with visuals to highlight our rational and creative strengths and included branding and experiential apps and social.
Project
Multi-platform content hub and brand partnership.
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My role​
I was responsible for the design development of SAP's 'Digital Transformation' program, positioning the company as an IT services leader. The program included videos, articles, reports, and data assets accessible via a digital portal on The Economist's website, delivering impactful insights.