TRANSFORMATIONS
GUMTREE PETS Proof of concept
User insights transforming how Gumtree served its buyers and engaged new sellers.
A company and squad-wide project that overhauled how multiple multi-disciplinary product / design / development squads could coordinate on a sweeping initiative at speed, while also utilising new user mindset research and quick fire insights to guide and align commercial targets and inform which features to build for a customer segment they had note effectively monetised yet.
Digital transformation joining subject matter expertise with discipline expertise.
The centrepiece of a digital transformation and company process transformation that focused on positioning the company to be app-first, finishing the rebrand implementation and creating a more customer focused user experience. All of this while also overhauling how the Racing Post's entire business worked with digital product, design, research and news / data content.
Building research informed strategy
Transforming a company's approach to customer insights.
A case study centred around my efforts to build up a customer-focused, qualitative (and later mix method) research function into an organisation that had leaned on heavily subject matter expertise and their own love of the sport to inform product features and customer engagement. These efforts led to better, more actionable and effective insights that boosted the bottom line.
NEW VENTURES + PRODUCT EVOLUTIONS
All The Evil Bakery: Brand + AI for IRL
A business concept built around sharing celebrations for both the big and little wins in life.
It centres around pairing sweet treats with cocktails - for at home or out in the wild. The work includes branding + AI strategy & mapping + hands-on design (mobile app, printed books, packaging) and commercial strategy development.
Overhauling a CMS and the visual output it produces for a large, co-located news org.
Updating and redesigning news content modules for web and app to be more flexible, more engaging, and provide more organic integration and navigation between Racing Post's news section and their data focused content. The goals were to boost readership and breakdown usage silos across the product.
Bringing an offline audience into a dynamic, useful and deeply nerdy digital experience. A case study showcasing a journey of adoption by mostly offline betting punters to a more useful digital information tool that helped them enjoy racing onsite at the bookie or the track even more.