CONTEXT
Google wanted to understand the Transgender community's needs in the US more deeply to create new and tailored product innovations.

THE PROBLEM
An overlooked and underserved community, Transgender and nonbinary people in the US often get grouped into the wider umbrella of LGTBWIA people but have unique unmet needs for the community only.

THE SOLUTION
We conducted in-depth research with target audiences, identifying experts, spokespeople, and advocates across diverse locations in the U.S. By gaining a deep understanding of consumer needs and leveraging rigorous data and reporting, we collaborated with the brand team to co-create potential product innovations. These concepts were then tested with a select group of individuals to refine and validate their impact. The project concluded with two executive sell-in decks and a comprehensive activation plan.

THE OUTCOME
This is underway! Connect with me for more information.