CREATIVE
Digital Strategy & Market Research
Project Type:
Strategic Planning & Cross-Functional Coordination
Cross-Platform Background: While my research focus has come to centere on physical environments, I have a decade of experience applying user-centered design principles in the digital realm as well. My work in technology, specifically mobile gaming, developed my focus on user research, strategic planning, and cross-functional collaboration, and I still move back and forth between digital and physical design projects to this day.
Project Example: Leading cross-team go-to-market strategy for Monopoly Solitaire, an IP collaboration with Hasbro, encompassed comprehensive market research, competitive positioning strategy, and the development of a systematic launch framework that became the studio template for future releases. The game achieved 200,000 downloads in its first week, validating the research-driven approach we took to understanding user motivations and market positioning.
Soft launch timeline integrating phased implementation with user testing
Strategic Approach & Impact
Market Research & Competitive Analysis
My research process begins with in-depth competitive analysis to identify positioning opportunities within the market. By analyzing competitor strategies, from gameplay mechanics to visual design to messaging approaches, I support teams in uncovering key differentiators that resonate with the target audience. My focus is on grounding early stage planing and strategy in evidence rather than assumptions.
Cross-Functional Framework Development
The particular project highlighted required reimagining the company's framework for new game launches that coordinated multiple teams through complex, phased rollouts. The resulting process clarified team responsibilities, established measurement criteria at each stage, and created structured checkpoints for collaborative decision-making. This framework became the studio standard for future launches.