Growth
Airportr
What is Airportr:
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Airportr is a travel-tech company that offers airline-integrated, door-to-door luggage collection, check-in, and delivery services so passengers can travel to and from the airport hands-free.
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Mission
To optimise Airportr's booking funnel by customer journey mapping, clear messaging and A/B tests.
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Result
Doubled TOFU new users and doubled purchases through tight posititoning and fresh messaging
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Hero section:
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Repositioned around defensilble differentiator - Automatic Check-in
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Moved social proof and guarantees to Hero
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Wrote copy that focused on clarity, validated by Userbrain tests.
Persona micro-copy
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With UX, ideated different multi-user layouts and decided on thumbnails
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Wrote persona sepcfic micro-copy
Persona-centric messaging
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Mapped cusotmer joruneys ‘Airportr’ moments for each persona, used Tod Fa
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Looked at reviews to find what each persona loved and what phrases they used to resonate
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Build the Brand theme of Freedom (stress free, worry free, hands free, hastle free)
Pre-launch A/B test
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Traffic was split 50/50 to site with new messaging and original
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The test was run over a number of months for significance
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New messaging was associated with 2x conversion from referring site into funnel and 2x purchase
Jelly
What is Jelly:
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Jelly is the simplest kitchen management app for UK restaurants, pubs, and hotels, automating food costing, inventory, and operations to slash manual work by 80%
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The Mission:
At Jelly, my mission was to define a new product positioning and messaging strategy grounded in voice-of-customer interviews. I partnered on new feature development, refreshed the go-to-market approach, and ran direct experiments to validate the narrative. As part of this work, we also identified the optimal pricing structure.
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Results:
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Refreshed home page increased bookings
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Sales reporting better conversations at tradeshows
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60% higher clickes on Google Ads
Homepage
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Positioning: We found who our LTV cusotmers were, why they loved us, why the hated the alternatives and the moment they needed Jelly (entry point).
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Messaging: We then used their language in describign Jelly to produce messagign that resonated
Value Propositions
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We identified 3 clear and most important Value Propisitions for our ICP: No data entry, automaticlly updated and consistent recipes across branches, and real-time profitability tracking
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We also clarified the pain, benefit and social proof
Feature section
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Developed a feature section with Screen Shots to Demo Product
Brand
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Developed a Brand around simplicity. This is the aspect of the product experience which was loved by Chefs and differetiated us from alternatives
New Product Features
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We also disocvered features cusotmers wanted and evaluated them by engineering cost, how it would change the product and user experience overall and % of userbase that required it.
New Market Entry
Arborea
Market Intelligence and Partnerships
What is Arborea: Arborea is a UK-based biotechnology startup that uses its proprietary BioSolar Leaf technology to grow microalgae and produce carbon-negative, land-efficient protein and functional ingredients for food and agriculture.
Mission: To find use cases and commercial opprtunties for Arborea in the LATAM Market with a focus on Brazil.
Result: Joint development agreement with a Brazilain corporate scale-up and 2 Global corporations initated for Commerical Director.- Wrote targetted blogs in Protugese and English to build awareness
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Marketing Analytics
iFood
Product Development
MAP 6