Packaging Strategist, Expert Level
SAN DIEGO, CA
* Designed packaging to meet brand, portfolio, environmental, market share and cost goals for $12B worth of HP products and one-third of HP's GBUs. Oversaw annual $12M packaging optimization budget and a 40+ cross-functional, cross-GBU team of packaging engineers and designers. Unique mastery and recognized international authority on HP and non-HP packaging, stakeholder motivations, environmental policies, the out of box experience, global retail and online sales motions, User Experience, ethnographies, and emotionally resonating unboxing and graphic design * Eliminated at least 75 million plastic bags/year (square area larger than Central Park), supported HP's zero waste packaging message, increased positive packaging reviews by 1500%, and earned multiple patents by shipping printers in reusable bags * Developed high-end flexo alternative to relatively expensive litho print process, saving $8MM/year for a single GBU * User Experience Lead on point of sale team that overhauled awareness and selection touch points * Solely convinced HP's Environmental Council to refuse the use of PLA in any HP packaging, eliminating "greenwashing"
PROCTER & GAMBLE
* Introduced a new product - the Tempo Car Visor and Refill Pack - to the US Market. Took the product from concept to launch. Through the use of a translator, conducted several rounds of market research in Mexico City. I used this data to iterate the product design and to inform advertising and messaging. This product eventually sold nationally and was used in a Ford Motor Company campaign * Developed new product tissue and paper towel SKUs, brand extensions and packaging solutions by analyzing market research, designing and moderating focus groups, building prototypes by hand, and supplier management
SAN DIEGO, CA
Mar 2012 - Mar 2017 (5 years)
* Introduced and implemented User Centered Design at Dexcom, a Class III (highest risk) diabetes management company, resulting in: * Shorter FDA approval cycles due, in part, to exemplary human factors evidence * Lowered return rate since products were designed with consumer use (intentional as well as accidental) in mind * I ncreased conversion rate due to intuitive product design signaling to consumers ease of use and elimination of potential sources of embarrassment such as audible alarms and protruding wearables calling out one's disease * Increased consumable consumption since fewer "diabetes vacations" were taken due to ease of use * Lead Designer on Dexcom Share - Established product definition, refined via rounds of usability tests, created app visuals and interactions, managed hardware industrial design via external creative agency, created concept boards to understand the user's mental model, managed the user manual creation, designed packaging and unboxing flow. Created easy-to-understand (100% success rate) installation instructions printed directly on packaging, eliminating a part and reducing costs. "World's first remote mobile communications device used for Continuous Glucose Monitoring" * Lead Designer on Dexcom G5 Mobile: "World's first Class III medical device on an iPhone". Defined UX strategy, set vision, assessed and worked within technological limitations to create the first of its kind solution that changed the lives of those with diabetes forever. Established new brand look and feel based on user needs * Identified ~99% return rate on initial HW concept. Insisted on a redesign to eliminate the defect worked with a local industrial design firm to develop a patent-awarded cradle design, patent D704632