CHEF iQ

In 2018, CHEF iQ required a fundamental change. Simply connecting traditional products to the internet was insufficient; it only altered perception, not intelligence. The company needed to shift from a product-centric focus to a holistic approach that integrated systems, services, and products, prioritizing the entire ecosystem rather than just the product. My role involved revising the brand, its positioning, and the value proposition, as well as rethinking the products and the overall experience. As a design director, I created a set of products based on design research to understand user needs during cooking. I also built and led a design and creative team that worked in Agile to bring this holistic experience to life.