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Clients


Clients

A closer look at some of my
work over the years.

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Clients


Clients

A closer look at some of my
work over the years.

 
Clynton helped us uncover critical issues and develop a platform to address our consumers’ needs.
— Phil McAdams, President, Wrangler
 
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Carhartt


Carhartt

Working across departments to understand customer and consumer needs and identify new opportunities. 

Carhartt


Carhartt

Working across departments to understand customer and consumer needs and identify new opportunities. 

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Challenge

Carhartt, a highly successful, 126 year-old family-owned workwear company, was ready to set the company up for success over the next 100 years. It was time to rethink their partner strategy and customer segmentation, and develop new products, services, marketing, and retail experiences for existing consumers. It was also time, they understood, that the company connected with two key growing consumer groups.

Discovery

I worked closely with Carhartt across departments over a series of projects spanning 15 months. The projects helped Carhartt gain more empathy for what consumers need, and how to develop meaningful experiences for them across marketing, retail channels, products, and services. Through ethnographic research, including game nights, shop-alongs, and work-site visits, we identified pain points, opportunities, and the experiences consumers wanted. We developed comprehensive experience maps and design principles that guided us in creating new product, marketing, and channel concepts.

I also worked with the brand and corporate strategy team to define new opportunities for the company and lay out a strategic roadmap to get there. We also updated the company's mission and values to align with our new findings.

Results

The concepts have entered the product pipeline, are impacting store strategies, and are directing marketing efforts. The new brand strategy was embraced by the executive leadership team and rolled out internally.

Services

  • Consumer Insights
  • Opportunity Maps
  • Experience Maps
  • Customer Segmentation
  • Design Thinking Training
  • Experience Immersions
  • Customer Empathy Programs
  • Brand Strategy and Positioning

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Intel


Intel

Understanding how Gen Z interacts with technology and the user experience that points to.

Intel


Intel

Understanding how Gen Z interacts with technology and the user experience that points to.

Challenge

With rapidly changing technology and the near weekly emergence of new apps like snapchat and Musical.ly, it was clear children were both using and experiencing technology in different ways. Yet how, exactly, and what opportunities did this enable for Intel?

Discovery

Together with Intel we spent time with children, talking with them in their homes while they hung out with friends.

Through a card game we designed to elicit rich stories about their lives and use of various technologies we discovered new needs and expectations. The kids then prototyped new solutions through ideation together.

Results

The ideas the children came up with during their ideation together were surprisingly good. In addition to highlighting expectations around new solutions the ideas helped spark specific new product and marketing ideas within Intel.

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Frito-Lay


Frito-Lay

Co-Creating healthy snacks for teens.

Frito-Lay


Frito-Lay

Co-Creating healthy snacks for teens.

Challenge

Frito-Lay wanted to understand the needs of teens in order to create snack foods that resonated with their changing perceptions, tastes, and interests.

Discovery

As part of the project, we hung out with teens as they went rock climbing, walked home from school, and played video games together. We also created a board game they played to elicit rich stories. We discovered that teens use snack foods to also prototype adulthood. They learn how to manage finances and even how to date with snacks. We created co-design sessions where teens worked together to craft new snacks.

Solutions

With this understanding, we created more than a dozen new products that resulted in some of the highest BASES scores Frito-Lay had ever seen.

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NBC Sports


NBC Sports

Redefining the football viewing experience for Sunday Night Football.

NBC Sports


NBC Sports

Redefining the football viewing experience for Sunday Night Football.

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Challenge

In 2006 NBC Sports took over the iconic Monday Night Football show and moved it to Sunday night. Network executives sensed that they had an opportunity to radically improve how people watched and experienced pro football but exactly how NBC Sports would pull off this transformation remained unclear. In four weeks, we needed to figure out how to make NBC’s return to football broadcasting a success, and to create services, products, and promotions that would make people want to watch every single week, no matter who was playing in the game.

Discovery

Together with NBC we interviewed, played games, and watched sports with dedicated fans in their homes to understand how the football watching experience had changed. One of the most interesting things we discovered is that even dedicated fans have many interests competing for their attention these days. What this meant for NBC was that it could make Sunday Night Football a must-see if it shaped the program to bridge fans’ many interests. As a result, we recommended framing Sunday Night Football as a social experience, bringing friends and families together for a shared cultural event. This inspired the program’s immensely popular tagline, “Sunday Night is Football Night,” which has helped NBC drive ratings growth.

Solutions

We provided NBC with a promotion, programming, and broadcast strategy to increase viewer engagement. We then crafted concepts to help audience members become more active participants in the game and connect with family and friends socially.The show has consistently outpaced its predecessor Monday Night Football. The 2006 average ratings alone were up 8.2 percent, the highest regular season football ratings in a decade.

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New Page


Target

Dramatically increasing back-to-school sales.

New Page


Target

Dramatically increasing back-to-school sales.

Challenge

Target wanted to transform its back-to-school season from good to great and differentiate itself from the competition. They also hoped to identify a sustainable growth strategy.

Discovery

In-store intercepts and game nights with friends illustrated that parents and students held widely different views of the transition. What mattered most to students was feeling comfortable and equipped for the life change.

Solutions

Hundreds of SKUs were added or changed to reflect Target’s newfound deep understanding of its market. That quarter, Target’s same-store sales increased by 12% at a time when competitors’ sales were flat or down. Sales of new products focused on equipping students for their new life were up by as much as 200%. Overall, the project lead to $8.4 billion in incremental revenues.