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Prose App Concept Definition

Roles

Discovery research & JTBD framing

Strategic definition & opportunity mapping

Design thinking facilitation, concept definition & storytelling

Info

Prose

New York

Defined the 5-year vision and digital opportunity spaces for Prose through an app concept exploration

Asked by the co-founders to lead a strategic exploration for the board, I directed a multidisciplinary team of designers, PMs, and growth marketers to define the future of Prose’s digital experience. Acting as both facilitator and mentor, I guided a cross-functional process that introduced newer team members to navigating ambiguity and design-thinking methods.

We began with foundational research and a Jobs-to-Be-Done analysis to identify emerging customer needs and white-space opportunities across the beauty landscape. From there, we conducted a competitive assessment and framed future-state concepts for a Prose mobile app, positioned as a connected platform for personalized content, subscription management, and AI-powered recommendations.

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Impact

The resulting work provided the executive team with a five-year digital roadmap, highlighting how an app could deepen 1:1 engagement, improve data access in a post-cookie world for improved personalization, and unify customer journeys across stages of the product discovery > purchase > and in-home usage experience.

Example: job-to-be-done

Customer satisfaction (measured) by platform and job

Flywheel of customer acquisition, engagement, and retention

Output example: content hub

Output example: progress tracking based on goals

Output example: shoppable support UI