Selected Works
IDEO
LA County Mental Health Campaign
Role: Design Researcher + Strategist
In response to a critical shortage of mental health professionals during the pandemic, LA County sought to revitalize their workforce. Leading design research, I delved into the experiences of county workers, uncovering stories of resilience and dedication. Through interviews and site visits, we gained a deep understanding of what drives these professionals to continue their vital work.
IDEO
Sony Honda Mobility
Role: Design Researcher
Sony and Honda’s collaboration aimed to position their first electric vehicle in the U.S. luxury market. Our team was tasked with understanding the preferences of the luxury consumer so that we could position the vehicle effectively. I led design research, conducting extensive market analysis, focus groups with EV and luxury car owners, and competitive benchmarking to gather key insights.
IDEO
Hudayriyat Island Luxury Tourism
Role: Design Researcher
Modon, a leading real estate development company in Abu Dhabi, sought to create a city tailored for ultra-high-net-worth individuals. Tasked with imagining the future of luxury tourism, I led design research, exploring emerging trends and collaborating with agencies specializing in concierge services for the ultra-rich. Our goal was to uncover what would define the next era of elite travel experiences.
IDEO
San Francisco School District
Role: Design Researcher + Strategist
A decade after IDEO partnered with the San Francisco United School District to revolutionize school lunches, our team was tasked with capturing the journey from then to now. Leading design research, I engaged with past and present stakeholders, students, and school staff to unearth the successes, lessons, and ongoing challenges of this transformative initiative.
IDEO
Google Travel
Role: Design Researcher + Strategist
Our team collaborated with Google Travel to unravel the complexity surrounding their expanding suite of ad formats. Through in-depth interviews with key stakeholders, we identified the core challenges and opportunities. I led the design research, driving alignment across teams and ensuring that insights were translated into actionable strategies.
