PORTFOLIO
H&M UX & Digital Experience Optimization
Evaluated H&M’s digital experience through usability testing and heuristic analysis, identifying key friction points in the user journey and proposing targeted UX improvements.
Trü Frü Line Extension
Developed a line extension strategy for Tru Fru, focusing on product positioning, texture differentiation, and a targeted go-to-market plan.
MorningStar Farms Brand & Advertising Portfolio
Analyzed MorningStar Farms’ brand positioning and product strategy within the competitive plant-based market, focusing on its appeal to flexitarian consumers and its balance between affordability, convenience, and taste.
The project explored key challenges such as category clutter, unclear differentiation, and shifting consumer perceptions around plant-based foods. Based on these insights, we developed a refined positioning strategy and proposed a new “snackable” consumption scenario to reposition the brand beyond traditional meal occasions.
This approach aimed to make plant-based eating feel more accessible, habitual, and relevant to everyday consumer behavior.