Every great product starts with a Story.
“I’m Story Safford. I work closely with stakeholders and cross-functional teams to translate business needs and user goals into plans for growth, enhancements and innovation rooted in user behavior with a bias toward action and brand storytelling excellence.”
Research & Strategy
Service Design
HCI, Human Factors
Wireframes
Prototypes
Coaching
Team Building
Presentations
Public Speaking
Workshops
Automated Regulatory Approval Software
Regulated industries struggle to balance risk mitigation and compliance regulations with the ability to move quickly. This new approach for Regeneron embraces lean tools and processes, even at the expense of potential future rework as the solution scales.
Virtual Healthcare Mobile App
Will quality of care suffer as providers adopt telehealth practices and what should they be reimbursed for virtual visits vs in person visits: a national pre and post pandemic study.
OTT Platform
User testing, surveys, personas, frameworks, foundational insights and MVP requirements for a streaming video on demand platform for the rebranded Comic-Con HQ, fusing the unique qualities of the once a year live conference into a 365-digital experience to build community.
Netflix Clio award-winning integrated campaign
Transforming a hit TV show for Netflix into a 360-cross platform multimedia brand, spanning print, digital, experiential, OOH and broadcast — delighting fans and building audiences. Check out this video case study outlining the research and strategy that I led as VP Strategy XR.
North American Launch
Softbank Robotics
I was instrumental in generating the key insights that informed Softbank Robotics’ Pepper the Robot’s place in society (in the face of research that showed that most Americans think robots are going to take over the world!) resulting in a landmark go-to-market B2B product launch.
Zyrtec “Parks Unleashed”
I identified key triggers across the customer journey where we could insert Zyrtec’s messaging into an allergy sufferer’s everyday routine.
Named one of the "Most Impactful" campaigns on Youtube by Mashable, “Parks Unleashed” was a ground-breaking non-linear video scavenger hunt, with a surprising cameo appearance by Queen Latifah, consisting of 136 video vignettes and a collection of in-channel games bringing awareness to Fall allergy season.
I also wrote the business requirements for Zyrtec.com — based on a dynamic information architecture I designed that personalizes the user experience based on implicit and explicit inputs and marketing objectives. Visitors earn points, based on how many products they buy, and points can be redeemed with partner companies. The new strategy and positioning increased traffic to over 50,000 unique visitors each month.
Wireframes & Prototypes
Offline-first application
Goal: Provide a more flexible experience for everyday tasks when internet connection isn’t possible. >>
Usability audit and redesign
Goal: Bring legacy web apps into the present day; eliminate redundancies and reduce hierarchies. >>
Web application toolkit
Goal: Synthesize multiple web applications into one seamless toolkit and reduce call center volume. >>
