“In the pursuit of making experiences a little more awesome.“ – Tim Murphy

An experienced leader in CX, XD, UX, VOC, Online, Omnichannel, Brick & Mortar Shopper Behavior, and User-Centered Design, Research & Insights.

Supporting the LEGO Group’s massive growth over the past 10 years and helping to make the LEGO experiences a little more awesome.

My experience and many varied roles evolved from a design and business background, holistic thinking, and an entrepreneurial spirit, with a desire to improve experiences.

This includes as an Owner & Principal of a Philadelphia Full-service Advertising Agency, Trapezoid Communications LLC, focused on leveraging emerging technologies. Also as a Creative Director, Senior Art Director, UX Manager, Marketing Manager, and a University Art & Design Professor.

A strong accomplishment leader with a collaborative mindset, experience, vision, and a real-world understanding of leading global multi-functional teams in end-to end-development of data-driven experiences that exceed business and users’ expectations.

Examples of some achievements for the LEGO Group:

Head of Voice of the Shopper Insights team (LEGO’s global VOC program) a transdisciplinary program to analyze the holistic LEGO Retail shopper experience. Using multiple sources of performance data, direct shopper feedback in verbatim and audio recordings of real shoppers to help identify trends, challenges, and actionable improvements resulting in experience and operational changes contributing to year-over-year record-breaking improved Net Promoter Scores (NPS).

Onboarded LEGO’s first eCommerce multi-variant testing tool and testing program strategy, execution, measurement, and socialization. The program supported optimization on LEGO.com and trialed new technologies before recommending them to our global partner retailers. Example: Testing engagement of early versions of onsite interactive-shoppable video content.

Organized and managed in-person UX lab testing in Europe, North America, and Asia.

Managed UAT, and stakeholders through the first responsive design LEGO.com, partnering with the Filament Group and Ethan Marcotte who originally coined the term “responsive design.”

Designed research strategies and implementation of behavioral and attitudinal segmentation with persona development, and facilitation of multi-level stakeholders in design-thinking work sessions for cultural and practical implementation.

Focused customer-centric research, design, and validation of LEGO’s first mobile and tablet eCommerce website.

Global Business lead on Adobe internal search platform, Adobe product recommendation engine, and Adobe multivariant testing tool.

Partnered with many top-tier strategy and marketing consultancies including McKinsey, Boston Consulting Group, IPSOS, and Bain.

Passion for the many aspects of user needs, behavior, analytics, product development, testing, optimization, and personalization.