Designing a smoke-free future
I was asked to drive portfolio startegy, account management, and the product design process for Phillip Morris with the bold mission of ‘delivering a smoke-free future’. We worked with them across virtually every brand touchpoint: from developing multiple generations of product, accessory, and packaging lines, to designing their retail and digital experiences.
In 6 years the business has progressed from a single product to a multi-touchpoint portfolio generating $20B+ in annual revenue and accounting for 30% of the client’s global revenue.
Designing for “Effortless Sensation”
“Effortless Sensation” was our guiding principle in developing the reduced-risk product ecosystem; one that dials up simplicity and multi-sensorial pleasure to enrich core experiences and facilitate personal satisfaction.
A multi-year partnership, we designed around 40 device SKUs across 5 platforms. These devices have launched in 67+ markets globally with additional expansion this year.
Brand and packaging design system
We designed the branding and packaging for IQOS Iluma. It represents a “product truth” and an idea that can help elevate the marketing and create a useful differentiation in the consumer’s mind.
Transformational retail experiences
We designed IQOS boutiques to be an inspiring place that shows legal adult smokers what switching to a smoke-free future looks like, and supports them on their conversion journey.
Digitally-powered immersion, behavior change, and discovery
Understanding their desire of a ‘smoke-free future’, I helped PMI transition to a lifestyle focus that is both deeply personal, inspirational, and highly supportive for users.
Inspiring curiosity for users to dive deep into the flavors, senses, and origins stories related to consumables.
Telling immersive stories around color that captivate the senses and inspire expression.
Leveraging AI to create predictive and anticipatory web experiences for users, tailored to them and their preferences.
Enabling advocacy in the brand vision and mission through integrations and initiative features.
Elegant tools for operational efficiencies
My team worked closely with retail and back-office fulfillment teams to ensure the platform integrated into existing systems and provided efficiency and high-end customer service.
Intuitive tools that allowed in-store efficiencies and self-ordering.
Integration with back-office tools to streamline ordering and fulfillment process.
Simple tools to ensure in-store employees could help and support where needed, while quickly fulfilling orders in person.
