Case Study #1
Evaluating strategic direction for future mobility experiences
Context
During the pre-development phase of a future production vehicle, a global automotive design team initiated a qualitative research study to evaluate potential product experiences.
The objective was to create a coherent product concept and experience portfolio with strong customer relevance for further evaluation, before entering the next development stage.
The project required close coordination between design, research and external partners across multiple international markets.
Project work
As project lead, I managed the research study end-to-end – from briefing and planning through to synthesis and stakeholder alignment.
Key responsibilities included:
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Translating strategic research goals into a structured study approach
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Overseeing the creation of meaningful experiences along the customer journey, visual stimulus for the research phase, interview guides and presentation materials
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Coordinating interdisciplinary internal teams and external research partners
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Managing project planning, timelines and budgeting within the overall vehicle development project
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Leading field phases in Munich, Los Angeles and Shanghai
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Steering analysis and interpretation of qualitative research findings
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Presenting insights and recommendations to key stakeholders
The work combined strategic thinking, operational project leadership and cross-functional collaboration throughout the full research process.
Result
The study helped identify and prioritise future product experiences with strong customer relevance and strategic potential.
The findings contributed to shaping the overall product concept and supported the decision to advance the vehicle programme into the next phase of development.
The project delivered:
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Structured qualitative research insights
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Strategic recommendations for future product experiences
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Alignment across international teams and stakeholders
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A clear foundation for continued concept development
Case Study #2
Creating engagement for
vulture conversation
Context
A non-profit organisation focused on vulture conservation wanted to increase public awareness of vulture species.
While educational material existed, engagement was limited. The team needed a digital format that could:
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make species knowledge accessible
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engage broad audiences
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be lightweight and scalable
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support awareness campaigns and events
A great variety of content existed but but not enough structure and interaction.
Project work
1. Clarifying the core problem
We defined the core objective:
Move from “providing information” to “creating active engagement.”
Key questions included:
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What should users learn in one session?
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Which species knowledge is essential?
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How do we ensure repeat engagement?
2. Structuring the knowledge base
Using AI-supported research and synthesis:
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Species data was organised into clear learning clusters
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Core educational priorities were defined
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Quiz logic was developed to ensure consistent exposure to key species
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Engagement mechanics were designed to balance learning and play
Outcome:
A structured, repeatable content framework.
3. Concept & prototype development
The structured insights were translated into:
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A round-based quiz experience
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Clear feedback and scoring logic
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A lightweight web-based prototype app
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A format suitable for campaign integration and sharing
4. Roadmap & scaling
The project concluded with:
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Recommendations for rollout during awareness events (e.g. Vulture Awareness Day)
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Content expansion strategy
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Future app feature considerations
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Partnership and distribution opportunities
Result
In just two weeks, the organisation moved from a broad goal, to raise awareness digitally, to a concrete, deployable engagement concept.
Project deliverables:
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A working quiz prototype app
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A structured educational framework
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A roadmap to scale
We transformed a complex awareness challenge into a focused, actionable solution.