By expanding the role of design from crafting aesthetics to designing systems, old problems can be seen within a new lens. This new lens can help organizations and institutions solve problems through a systematic approach of holistic-thinking, social science research methods and a dash of designtrepreneurialism.
The Staples Eco-Easy project challenged our team to take a deep-dive into the Eco-Easy sub-brand, only to find a dysfunctional attempt to peddle "eco-friendly" products. After having taken a holistic view of Staples as a whole, we found new opportunity spaces and markets for growth.
Our findings, based on stakeholder interviews and market analysis, found that Staples could create and lead new markets if they leveraged their massive brand equity and repositioned their brand from being an office supply vendor to being a retailer that offered families of products that solved every-day, office-like experiences.
Sep to Dec 2010
While working for this global innovation firm, I played a role on several teams in framing new market opportunities, defining new product categories, and repositioning existing brands. I became well-equipped in visual storytelling, information synthesis and innovation methods.
I left Continuum having completed assignments in in-field research, interviewing methods, market analysis, trend forecasting, strategic positioning, and storytelling narratives.
Design Strategy Co-Op
Jan to Apr 2011
The Findlay Market project was an effort in local, collaborative design. I partnered with a fledgling produce stand vendor in redesigning spatial components within his stand to optimize customer confidence and experience.
We worked together in reframing the problem from creating a better stall to creating a better customer experience. After much shadowing, competitive analysis, and rapid prototyping of stall configurations, an improved environmental design and a unique presentation stand was developed.
Spatial Design &
Jan to Mar 2010