Remapping the Future of a Tool

When asked by a globally loved tool company to beat the #1 retailer of tape measures, I led a multidisciplinary team of designers, engineers, and marketers to uncover the future of tapes. We talked with 127 tradesmen on 32 sites in 5 states, watched customers shop, and workshopped the current team to build a NEW plan for the company: instead of 1 tape per trade, the company would adapt its line to the way trades really used tape measures–creating and adapting tapes for the environment and the task.

Then, I ran the executive and project teams through empathy and brainstorming workshops, building out the go-to-market plan for the rolling out tape new and adapted tapes over the next 3 years.