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

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

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

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