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Service Design Tools for Brave Play
Using play mechanics to lead change from within
SDN Touchpoint 17(2), Issue on "Emerging Service Design" -
Hero-Centered Design
Lessons from Theme Park Design
Thought Piece (Feb 2020) -
Confidential ProjectAdvisory Services Next
Re-positioning the TAM service experience
Atlassian, 2022 - 2024 -
Ad Astra
Nuit Blanche Toronto, 2013 -
Confidential ProjectStrategic Futures Playbook
Co-Creation & Speculative Design, Canadian Tire
with Gensler, 2021 -
Confidential ProjectAligning to the New-to-Canada Journey
Using Service Design, to Design with Newcomers
CIBC, 2021 - 2022 -
The Future of Movies:
What Do Kids Think?Gen Z Consulting, Cineplex
with Studio Bud, 2019 -
Confidential ProjectExperience Canalside
Panama Canal Visitor Centre
with Forrec, 2018 -
Into the Mind of a Storyteller
TIFF Year-Round Attraction
with Gensler, 2018 -
Confidential ProjectThe Future of Work
Trends Research, CBC/Radio-Canada
with Gensler, 2020 -
How to Unveil Canada's Tallest Christmas Tree
Holiday Experience Strategy
with Gensler, 2018 -
Idea Jam
Creative Brainstorm with Local Entrepreneurs
Community Innovation Lab, with Studio Bud -
Confidential ProjectWorkplace Kit-of-Parts
Post-COVID Workplace Guidelines, Bank of Montreal
with Gensler, 2020 - 2021 -
The Augmented Reality Sandbox
TIFF digiPlayspace, 2016 -
Confidential ProjectBringing VR into a Park
Xixi National Park, VR Attraction
with Forrec, 2018 -
Data Doodles
Weekly Doodles of our Life in Data -
Creativity Happy Hour
Originally published for TMU Alumni Blog (May 2017) -
Let's Get Wild for Bees
Burt's Bees Community Campaign,
with Sustainable, 2014 -
Turning Perfume into
Digital StoriesMDM Graduate Thesis Project:
Tangible & Sensory Exhibit Design -
In My Sketchbook
Experience Design In-Thought -
Creative Catalyst
Conference @ Toronto Metropolitan University, 2015 -
Travel Sketchbook Vol 1
Studies Abroad: China (B.Arch)
How we might work together
Co-Creation, Research & Discovery
I help you diagnose the gap between what you offer and what people actually want across digital, human, and physical touchpoints.
Strategic Storytelling
I translate insights into a clear point of view — so everyone can get behind the full picture before committing to a direction.
Experience Planning & Prototyping
I give form to the strategy through iterative design, making complex ideas feel alive, tangible, and part of the real world.
Program & Project Leadership
I help cross-functional teams get organized around a shared plan: with clear ownership, defined milestones, and a way to track what's working.
I've Helped Leaders
Co-design with end-users, to experience their needs first-hand.
We designed and facilitated two full-day co-creation workshops with 30+ Toronto youth inside a Cineplex movie theatre — working with the Gen Z & Gen Alpha participants to prototype their vision for the "Future of Entertainment", and what they expected to see in the theatre of the future. We helped create a space for Cineplex Execs to engage with their audience, in-situ, and with their uninhibited ideas.
Based on what we heard and saw, we delivered a strateic insights deck to Cineplex's executive team, giving Research & Marketing leadership a co-designed foundation for next-generation theatre experience decisions. Our insights were ultimately used to inform the go-to-market execution of Playdium, their newest location-based attraction.
- Co-creation workshop design
- Workshop facilitation
- Strategic insights deck
Map their hero's journey, to turn an idea into an experiential masterplan.
Partnering with TIFF's Visitor Experience team, I led co-creation workshops with loyalty members and staff — framed around the "Hero's Journey" of two customer segments (Film Seekers and Film Lovers) — to map the moments and touchpoints from home to theatre.
The concept visitor experience, illustrated through storyboard and animatic, let TIFF "step into the mind of the storyteller," and was used to gain buy-in from public stakeholders for further funding.
- Co-creation workshops
- Journey mapping & experience design principles
- Storyboard & concept visualization
Understand a complex customer journey, in order to show up to them authentically.
For CIBC's Client Strategy team, we conducted research and co-creation with new-to-Canada customers and frontline staff, and mapped the end-to-end immigration journey — from pre-arrival research through to first-year banking milestones.
The resulting strategic playbook reframed the team's approach — from product-led cross-sell toward enabling frontline advisor autonomy through real-world experiences that meet newcomers where they are.
- Design research
- Co-creation workshops
- Playbook design
Re-position a service offering, to grow alongside their maturing market.
Embedded on a new Services Offer Engineering function, I led service design research and prototyping practices to transform their Technical Account Management offering into a flagship Enterprise Strategic Consulting practice. We championed the Enterprise customer's needs in the design of a new tiered subscription offering and go-to-market strategy.
By anchoring to real customer needs, the repositioning drove 40% year-over-year growth and 20% faster time-to-sale. In 2025, Forrester's Total Economic Impact study reported a 260% ROI over three years and the Advisory Services team itself achieved margin neutrality for the first time ever in their 10+ year history.
- Service design research & prototyping
- Service blueprinting
- Service delivery playbook design
To me, meaningful innovation starts with people and the systems around them.
I draw on my multi‑threaded career across spatial design, workplace strategy, financial services, and Enterprise SaaS to help organizations see the whole service ecosystem, not just a single touchpoint. I’m often brought in when the challenge spans teams, channels, and time horizons—when there isn’t a neat brief yet, but there is a need to align people around what the experience should become.
Drawing on a background in architecture and experiential design, I’m comfortable moving between executive conversations and on‑the‑ground research, turning complexity into clear narratives, decision frameworks, and service blueprints that teams can act on. I use participatory methods and data‑informed insight to align stakeholders, de‑risk big bets, and create the conditions for good work to happen.
At the heart of my practice is a simple belief: when you design with people, not just for them, you create services and experiences that are resilient, joyful, and built for the future.
Some of the amazing organizations I've worked with:
