Creating convenience, anywhere


A major convenience retailer needed to respond to increased competition from grocery stores, drug stores and even places like Amazon. The most important people in this effort were moms and millennials – two groups that expect technology to make things way more convenient and never let their phone out of sight.


Go through reams of research and stakeholder interviews to create customer journeys that identified opportunities for an improved experience (later cited by a Forrester analyst as “one of the best examples of journey mapping I’ve ever seen”). Then, set a course for long-term success with a mobile strategy focused on using available data to make the experience (in store or otherwise) tailored to specific people in their moment of need.


Millions of app downloads

4+ stars on iOS, Android and Windows Phone app stores

My role:

Audience sizing

Customer journey development

Partner with cross functional team for mobile strategy development