Lucille Choi Email & Phone Number

Chicago, Illinois, United States

Evanston, Illinois, United States

Human-Centered Design Projects:- P&G Product and Business Model Innovation Studio (Apr-Jun 2020)- new product development- The Grief Collective (Sep-Dec 2020)- designing for the end of life experienceLeadership: Editor-in-Chief, Journal of Integrated Marketing Communications

New York, United States

MedArrive is a startup that seeks to provide in-home healthcare services by offering a platform connecting EMTs, patients and doctors. Our team of student consultants took an end-to-end, consumer-driven approach: utilizing 15 user interviews, understanding their unmet needs and translating those inputs into product features. Final deliverables included MVP wireframes, product roadmap, zero to one MRD and PRD.

Germantown, Maryland, United States

I led a team of 4 intern-consultants to identify strategic opportunities to drive awareness for a COVID-19 diagnosis instrument. Our team did a quantitative analysis to segment customers based on purchase behaviors to identify their most valuable segment to validate the decision to position our product for this specific segment. Throughout the project, we worked closely with internal stakeholders, facilitated conversations with experts and used participatory design to unearth system-level… Show more I led a team of 4 intern-consultants to identify strategic opportunities to drive awareness for a COVID-19 diagnosis instrument. Our team did a quantitative analysis to segment customers based on purchase behaviors to identify their most valuable segment to validate the decision to position our product for this specific segment. Throughout the project, we worked closely with internal stakeholders, facilitated conversations with experts and used participatory design to unearth system-level patterns. We interviewed QIAGEN sales people, clinicians, and laboratory scientists, utilizing a design thinking approach to get a holistic understanding of their pain points and needs to craft our B2B marketing strategy. Show less

Hong Kong

The focus of my contract role with Swire Hotels was to drive the brand identity development to rebrand 4 distinct hotels in Beijing, Shanghai, Chengdu and Hong Kong under The House Collective brand name to build awareness and synergies. I worked closely with our design agency and each hotel property to develop new brand guidelines, key visuals, videos to communicate the new brand identity.

I oversaw the marketing planning efforts for 2 key exhibitions and year-round activities including talks, outreach activities and an architecture competition at the M+ museum. I was in charge of orchestrating the development of promotional materials, campaign website and social media content calendar. Instead of taking a mass approach, I focused on digital marketing efforts that targeted specific audience segments ranging from academics, architects, art curators and art collectors interested in… Show more I oversaw the marketing planning efforts for 2 key exhibitions and year-round activities including talks, outreach activities and an architecture competition at the M+ museum. I was in charge of orchestrating the development of promotional materials, campaign website and social media content calendar. Instead of taking a mass approach, I focused on digital marketing efforts that targeted specific audience segments ranging from academics, architects, art curators and art collectors interested in Asian art. Show less

Hong Kong

The Xtra by AXA Mobile Health project was my bridge of crossing over from advertising to product innovation. The objective is to develop a fitness tracking app that gathers data and initiates deeper understanding of customer insights through in-app digital behaviors. My role was to facilitate cross-company collaboration between app developers, our data team, and the media agency. Parallel to the mobile app launch, we built a dashboard tracking app downloads, user acquisition and trends from… Show more The Xtra by AXA Mobile Health project was my bridge of crossing over from advertising to product innovation. The objective is to develop a fitness tracking app that gathers data and initiates deeper understanding of customer insights through in-app digital behaviors. My role was to facilitate cross-company collaboration between app developers, our data team, and the media agency. Parallel to the mobile app launch, we built a dashboard tracking app downloads, user acquisition and trends from social listening which informed app design optimization. We surpassed our target KPI of 2,000 unique active users in 4 months and were able to establish benchmarks and best practices for future projects. Show less

Hong Kong

I started my career with Publicis as a Senior Account executive, working on regional advertising campaigns across the Asia Pacific for some of our agency’s biggest accounts ranging from BNP Paribas, AXA Insurance, Marriott Hotels and Renault. My main role was to oversee the development of TV, print, outdoor and digital ads; taking full ownership of the timeline, budget and brand guidelines. It is also my responsibility to manage the expectations of the global and regional clients and foster… Show more I started my career with Publicis as a Senior Account executive, working on regional advertising campaigns across the Asia Pacific for some of our agency’s biggest accounts ranging from BNP Paribas, AXA Insurance, Marriott Hotels and Renault. My main role was to oversee the development of TV, print, outdoor and digital ads; taking full ownership of the timeline, budget and brand guidelines. It is also my responsibility to manage the expectations of the global and regional clients and foster strategic alignment with the local clients; this role has helped me navigate the intricacies of managing multiple stakeholders and working across different cultures. Show less

Hong Kong

Being one of the first three members of the newly established digital team, I specialized in search engine marketing and social media advertising. I was in charge of account set up, bid optimization and performance analytics for clients ranging from Colgate, Chanel, H&M, L’Occitane, and DHL. My tenure at MEC was a training ground for digital analytics and troubleshooting skills.