Jackie Moyes

MTV News as a digital experience had been downgraded when the TV show left its primetime spot. However, Viacom looked at Buzzfeed's success and realized that their audience was also MTVs. I was asked to come on board and lead the digital team to try and claw back some of the Buzzfeed audience.

We first started with user insights, understanding what the target readers considered newsworthy, how and when they accessed it, and what they did with the information. This helped us form a strategy that impacted not only the look of the site but also our editorial and social media strategies.

My team of designers, developers, product and project managers built the first version of the site, baking in these new strategy ideas as well as including a lot more analytics to better understand what news topics were starting to trend, which published stories were popular and where there were opportunities to tie related content.

This was a huge organizational change for the editorial team, and I helped them make the required changes through scrum processes and rituals, while digitally my team customised the CMS workflows.

This is my favorite project because of the collaboration from all disciplines toward a common strategic goal.

A colleague and I proposed an innovation center within Yara designed to foster new ideas via innovation workshops, run innovation sprints to test these ideas, and facilitate a portfolio of startups aligned to these new directions.

As the first proof of concept, we ran some innovation workshops, helping some core parts of the business rethink their existing business models, come to a consensus on a proposed new unique selling proposition and develop a series of prioritized hypotheses to test whether this new direction is valid.

The workshops were positively received by all participants and led several teams in new directions. The local innovation teams have since picked up the approach.

The not-for-profit healthcare provider already had an exceptional patient experience in their network of hospitals and clinics but was keen to raise their digital expertise to a similar standard. The goal of the engagement was to therefore understand the patient journeys for critical conditions (e.g., diabetes, heart disease, cancer) and better understand how digital can further enhance the experience.

I was responsible for leading the project, which involved coordinating significant research activities to interview patients in their homes, ask them to complete diaries, and shadow visits in hospitals and clinics. From there, we defined a service journey uncovering the questions and support that the digital tools could provide along the way.

From there, I project managed the design team as they mocked up a proposed information structure and design to support this service journey. In parallel, the content strategy team developed the content that would be required to answer the patient's needs.

The project was a great success and the start of a long-term relationship with the client.