Customer Experience

Create the best experience, from discovery to service

Customer Journey Mapping • Pain Point Analysis & Solutions • Customer Experience Design Workshops • Customer Experience Concept Development • Ecommerce & Physical Retail Experience Strategy

Close-up of a smartphone screen showing a "Pizza Now Button" app with login fields and a login button.

Case Study: Simplifying Pizza to Just One Click

Problem: Although speed is crucial, ordering pizza online can be time consuming because there are often too many pages to click through. However, the market is adapting, creating higher customer expectations – particularly for mobile users. What could a pizza company do to blow past the competition’s rapid innovations in mobile?

Solution: Jennie led a CX strategy team to discover that there are two types of pizza buyers; those that want to look at options (Explorers) and those who know what they want (Deciders). Given the majority of mobile users were Deciders who often buy pizza on impulse, we prototyped the “Now” button, which uses prior ordering data to let pizza loyalists get what they want with one click on their home screen (yes, this was in 2016 before this became a widespread trend). The experience would be hyper-targeted to quick, on-demand ordering that continuously learns and adapts to user behavior.

Outcome: Pizza now reduced mobile users’ time to order by 75%.

Mobile app interface with options to order 8-piece honey BBQ wings, button labeled 'Add to Order,' and progress bar for placing order.
Mobile app checkout screen for a food order, showing total cost of $23.22, delivery and pickup options, selected items like wings and garlic bread, and a family meal deal option with "Add to Order" button.
Smartphone screen displaying a Make-A-Wish donation page, featuring a goal-achievement message for a child named Meg. The page includes a "Donate to Make-A-Wish" button and an image of a young girl.

Case Study: Making Every Child’s Wish Come True

Problem: The Make-A-Wish Foundation sponsors children with life-threatening medical conditions. The organization is committed to make every wish those children have come true. To accomplish that, they needed a big increase in donations over the next five years, which included a plan to reach out to millennials, who behave differently than their current donor base.

Solution: In six weeks, Jennie led the CX Strategy team to help develop a hypothesis, business case, vision and prototype that we brought into a two-day working session with 40 Make-A-Wish leaders and 30 PwC team members. We worked with them to hone the 5-year vision to change the donor model, completely revamping their business. In the session, we tested the prototype and tweaked it overnight to gain buy-in from the organization. In the subsequent six weeks, the team was able to launch the first-ever crowdfunding platform for the Make-a-Wish Foundation

Outcome: Wishmaker drove an 80% increase in millennial engagement vs. prior funding tactics.

Person holding a tablet displaying the Make-A-Wish Foundation website featuring wishmakers, wish recipients, and their wish details against a blue sky backdrop.
Mockup of a mobile donation platform interface with sections for Sydney's story, donation choices, contact information, and donation progress indicators.
Group of people in blue shirts enjoying a moment in the ocean, with a smiling girl being held up by an adult and surrounded by onlookers taking photos.

  • "Jennie never failed to impress. One of the larger projects we worked on together involved corralling multiple department leads to overhaul our seasonal GTM (go-to-market) process. Jennie not only led the strategy, laddering it back to our business goals, but also took charge of developing the tactical toolkits, and tactfully fielded feedback from all angles."

    - Ashley Hopkins, Consumer Insights Director, Resident

  • “​​Jennie is a natural born strategic visionary armed with drive and an ability to always get the job done. I was lucky enough to work with her for almost 4 years. From building a new creative strategy function at Wayfair, and launching the Kelly Clarkson partnership, to repositioning the Specialty & Luxury brands, and building Wayfair's brand toolkit, Jennie has the ability to think both as "big picture" as it gets, and also execute each step of her strategic plan with determination and precision”

    — Yelena Cashion, Global Head of Brand, Wayfair

  • “Jennie immediately stood out as a thought leader. She seeks unmet consumer needs through deep data, trends and insights. She digs into research and analyzes the competitive white spaces that can differentiate a brand. Jennie contextualizes findings for numerous audiences in ways that are both objective and inspirational. Her end-to-end mapping of the customer journey serves as a canvas for mass consumer campaigns and new product experiences”

    — Sandro Corsaro, Wayfair Chief Creative Officer

  • "Jennie is great to work with, and brings strong strategic and creative talent to the table every time a new challenge is thrown her way. She is contagiously energetic and passionate about her work, but also is determined to produce the best work possible at all times."

    - Amy Caplan, EVP at Edelman

  • “Jennie is a highly fungible brand leader with a mix of experiences in innovation, brand strategy, and brand marketing, and as such she is someone who can jump into most any new situation and add value very quickly.”

    — Claire Elvers, former Head of Brand Development at Wayfair

  • “As fractional CMO, she was able to ramp up quickly to identify opportunities for our brand that could improve our business, and brought a different lens to our existing strategy of product development.”

    — Ana Sanchez Gal, CEO of Oliver Gal

  • “It's a blast working with Jennie. She's an expert in brand management and market segmentation, someone you'll want leading. She brings energy and ideas, and she drives results, like the segmentation study she spun up in 2 months.”

    — Rob Corbin, Executive Director of Analytics at CVS Health