Mary Bulnes Vélez.
I'm a product researcher and strategist who has led the development of new business propositions, service redesigns, and digital experiences from 0→1 through a mixed-methods approach and a roll up my sleeves attitude.
I started my career at Deloitte/Doblin leading clients like TD Wealth and Loblaw Companies on how to put their users at the centre of their business decisions. Moved to Highline Beta to build new ventures for Colgate Palmolive and Mattel. Then, I helped kick-start lululemon's first digital innovation team meant to solve for stickiest ecomm problems. Most recently, I spent some time at Koru helping drive their AI Enablement research practice.
Selected projects
AI Enablement at Canadian Bank's call centre
→Ensuring AI features were researched appropriately through shadowing methods in order to increase their adoption and fit within agent's workflows, and recommending (or not) their eventual productization.
Building and piloting a digital changing room
→Leading the research behind a 0→1 digital product build, from testing different concepts that tap into helping lululemon guests better calibrate their size and fit online to testing a digital changing room across the retailer's NA app to understand if the conversion potential translates IRL.
Researching and piloting 3D-led virtual experiences
→Leading the research and launch of a footwear focused Virtual store to understand whether they could be a new way for brand to let their guests explore their collections and be part of their digital experiences toolkit that incentivize conversion.
Designing a new oral care category
→Researching the reason as to why people seem to not follow up with their nighttime oral care routines, as much as they do in the morning, and validating and building a new oral care category based on it.
Grocery store experiences inspired by newfound eating habits
→Investigating how COVID-19 changed the way Canadians were grocery shopping and eating differently and building new grocery experiences inspired by them.