Work


Brand Strategy

A key insight leads to a new store launch on Christmas Eve — in August.  →

A key insight leads to a new store launch on Christmas Eve — in August. 

Baseball re-imagined as as a modern entertainment media property.   →

Baseball re-imagined as as a modern entertainment media property.  

An analysis of thousands of forum posts reveals core emotional needs of patients.  →

An analysis of thousands of forum posts reveals core emotional needs of patients. 

What color is your day? An experiment shows how people feel after a night of sleep.   →

What color is your day? An experiment shows how people feel after a night of sleep.  

Brands

Showed how a brand on the shopping bag in your hands influences others' perceptions of your age and income. (Some brands make you look significantly older.)

Tested 40 types of candy to identify the potential best-seller for a national confectionery brand.

Designed and ran a 10-country brand tracker for a fashion label.

Used a subconscious testing method to illustrate differences between brand loyals and switchers in the QSR category.

Consumers

Built a path-to-purchase map for a financial product using a year's worth of search queries.

Showed how customer reviews are more important than coupons to auto-repair shoppers, and how factors that influence brand choice vary depending on the type of repair job.

Established loss of self-identity as a core patient drive in a study for a national pharmaceutical brand.

Identified 20 different ways in which smart phones influence in-store behavior for a global retailer.

Content

Analyzed co-occurrence of search queries to identify major baseball rivalries. 

Created a segmentation of a brand's customers based on the content of their Instagram pictures to guide targeted content development.

Advertising

Tested effectiveness of brand positioning of cleaning products by creating an affiliate Amazon storefront.

Tested a Super Bowl ad concept starring Nicholas Cage.

Measured the effect of a controversial photo on public perceptions of a fashion label.


Media Research

A study shows the perceived worth of products is boosted by up to 74% by adding stories to product listings.  →

A study shows the perceived worth of products is boosted by up to 74% by adding stories to product listings. 

"Chinese Netflix" experiment shows opportunities to guide viewers’ decisions.  →

"Chinese Netflix" experiment shows opportunities to guide viewers’ decisions. 

Face-reading software interprets emotions in famous portraits.  →

Face-reading software interprets emotions in famous portraits. 

We engineer a viral site to understand how memes spread online. Read the full report. →

We engineer a viral site to understand how memes spread online. Read the full report.

Five families spend a week without cable to uncover problems with streaming devices.  →

Five families spend a week without cable to uncover problems with streaming devices. 

Charging people for watching their own TV reveals their true preferences.  →

Charging people for watching their own TV reveals their true preferences. 

A replication of a famous hoax explores whether subliminal advertising works.  →

A replication of a famous hoax explores whether subliminal advertising works. 

Subliminal Advertising
Showed that subliminal ads have no effect in an attempt to replicate a famous 1950s hoax,.

Priceless Moments
Made people pay for watching their own TV to understand how they choose programming.

Cord Cutting
Left five local families without cable for a week to understand the cord-cutting phenomenon.

The Value of Stories
Showed how adding stories to product listings increases perceived worth of products by up to 70%.

The Effect of Choice
Experimentally established that the act of choice, even if illusory, leads to differences in recall of content.

Multiple Screens
Conducted an experiment that simulated the experience of watching TV while being distracted by a smartphone, and measured the effect of concurrent consumption on ad metrics.

Spreadable Content
Using a Jersey Shore parody side, showed how memes spread online, and how analytics should account for the differences in propagation potential of visitors from each referrer.


Experience Design

How to design a digital command center.  →

How to design a digital command center. 


Charts and Graphs


Credits

Most of the work featured here was done at Hill Holliday. Many people at the agency made it happen, but none of it would have been possible without the brilliant researchers, analysts, designers, data scientists, and engineers at Origin/CBI with whom I had the privilege to collaborate over the past 7 years:

 

Shakira MacLyonsRachel NakanishiJenna Swan-GrossNeha Leela RuchChris PlatingClarissa HillenRobert St. LoiusChris SherrillLaura KoppKaren HuChristopher van der LugtBill LetsonHenry BruceAndres HernandezRemy LupicaBlair BallardDomenic DionAngelina ZhouJared AdlerKen Faro, Matthew McKenna, Lindsey DeckerMarissa Fasanelli.

Andres Hernandez designed the slides, charts and illustrations for most projects you see here, and many more.   All art for the UX projects was created by Ann Karash Kimura, Jim Sowden, James Adame, Bryan Moehlenkap, John Torres, and Eric Fensterheim.