Case Studies | Tony Kerchhoff

PRODUCT STRATEGY • ETHNOGRAPHIC RESEARCH · SERVICE DEISGN

From food assistance to economic agency: designing a digital marketplace to help communities build a better life

Food insecurity is not a supply problem. It's a system problem — one where the people most affected have the least power over the conditions driving it.

Challenge

Support an NGO undergoing an evolution in how aid/food assistance is delivered in unrestricted cash context to support longer term economic growth leading to sustainability and self-sufficiency.

Scope

Rapid design and validation of a digital marketplace concept to transition support for displaced communities from food assistance towards economic agency.

Role

Product & Strategy Design lead responsible for consultation and shaping the concept, driving in field ethnographic research, validation and hand off to development partner.

Outcome

Conceived and validated marketplace concept demand and viability. Delivered comprehensive solution for beneficiaries, sellers and NGO to adopt and build out in house.

NDA protected

Background image depicting ethnographic research in Uganda

Mobile device images of the NGO Android application.

PRODUCT STRATEGY • ETHNOGRAPHIC RESEARCH · SERVICE DEISGN

From food assistance to economic agency: designing a digital marketplace to help communities build a better life

Food insecurity is not a supply problem. It's a system problem — one where the people most affected have the least power over the conditions driving it.

Challenge

Support an NGO undergoing an evolution in how aid/food assistance is delivered in unrestricted cash context to support longer term economic growth leading to sustainability and self-sufficiency.

Scope

Rapid design and validation of a digital marketplace concept to transition support for displaced communities from food assistance towards economic agency.

Role

Product & Strategy Design lead responsible for consultation and shaping the concept, driving in field ethnographic research, validation and hand off to development partner.

Outcome

Conceived and validated marketplace concept demand and viability. Delivered comprehensive solution for beneficiaries, sellers and NGO to adopt and build out in house.

NDA protected

PRODUCT STRATEGY • ETHNOGRAPHIC RESEARCH · SERVICE DEISGN

From food assistance to economic agency: designing a digital marketplace to help communities build a better life

Food insecurity is not a supply problem. It's a system problem — one where the people most affected have the least power over the conditions driving it.

Challenge

Support an NGO undergoing an evolution in how aid/food assistance is delivered in unrestricted cash context to support longer term economic growth leading to sustainability and self-sufficiency.

Scope

Rapid design and validation of a digital marketplace concept to transition support for displaced communities from food assistance towards economic agency.

Role

Product & Strategy Design lead responsible for consultation and shaping the concept, driving in field ethnographic research, validation and hand off to development partner.

Outcome

Conceived and validated marketplace concept demand and viability. Delivered comprehensive solution for beneficiaries, sellers and NGO to adopt and build out in house.

NDA protected

PRODUCT STRATEGY · ETHNOGRAPHIC RESEARCH · SERVICE DEISGN

Transforming the fight against fraud & cyber crime through intelligence, support, education & re-empowerment

The brief was a reporting service modernisation. What I understood it to be was a trust restoration programme for people at one of the most disorienting moments of their lives.

Challenge

Restoring confidence in a system that had failed to meet people at one of the most disorienting moments of their lives.

Scope

Drive the creative direction, product strategy and delivery for a cross-platform (RWD & CMS) government service to improve outcomes for victims of fraud and cyber crime.

Role

Product & Strategy Design Lead, responsible for creative direction, leading design team, setting quality standards and partnering with client leadership, product & engineering.

Outcome

Embedded a Trauma Informed Design framework into a national service. Reporting volumes increased 80–127% year-on-year, with generic reports no longer ranking among the top 5 reported crime categories.

NDA protected

Background image depicting the impact of fraud and cybercrime

Desktop and mobile device images of the Government fraud website.

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PRODUCT STRATEGY · ETHNOGRAPHIC RESEARCH · SERVICE DEISGN

Transforming the fight against fraud & cyber crime through intelligence, support, education & re-empowerment

The brief was a reporting service modernisation. What I understood it to be was a trust restoration programme for people at one of the most disorienting moments of their lives.

Challenge

Restoring confidence in a system that had failed to meet people at one of the most disorienting moments of their lives.

Scope

Drive the creative direction, product strategy and delivery for a cross-platform (RWD & CMS) government service to improve outcomes for victims of fraud and cyber crime.

Role

Product & Strategy Design Lead, responsible for creative direction, leading design team, setting quality standards and partnering with client leadership, product & engineering.

Outcome

NDA protected

Request access

PRODUCT STRATEGY · ETHNOGRAPHIC RESEARCH · SERVICE DEISGN

Transforming the fight against fraud & cyber crime through intelligence, support, education & re-empowerment

The brief was a reporting service modernisation. What I understood it to be was a trust restoration programme for people at one of the most disorienting moments of their lives.

Challenge

Restoring confidence in a system that had failed to meet people at one of the most disorienting moments of their lives.

Scope

Drive the creative direction, product strategy and delivery for a cross-platform (RWD & CMS) government service to improve outcomes for victims of fraud and cyber crime.

Role

Product & Strategy Design Lead, responsible for creative direction, leading design team, setting quality standards and partnering with client leadership, product & engineering.

Outcome

NDA protected

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DIGITAL TRANSFORMATION • PRODUCT STRATEGY • ORGANISATIONAL CHANGE

Providing a financial lifeline: supporting the journey towards better credit

I had assumed, as I suspect many do, that poor credit was largely a behavioural problem. The discovery work corrected that quickly — you can't build empathy into a product if you've misdiagnosed the person using it.

Challenge

Modernise a US financial institution's product strategy to support and empower customers on their journey to rebuild their credit, their confidence and their lives.

Scope

Drive the product vision and strategy for cross platform native apps. Transition the organisation to agile through the execution of the product strategy.

Role

Product & Strategy Design Lead, responsible for creative direction and delivery, leading design team, partnering with product & engineering. Supporting organisational shift to Agile delivery.

Outcome

Established Agile ways of working, oriented around customer outcomes. Brand transformation with 4.8 star rated mobile solutions over 800,000+ reviews. Multi-year partnership & account growth.

NDA protected

Background image depicting a representative family leveraging the service

Mobile device images of the financial services react native application.

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DIGITAL TRANSFORMATION • PRODUCT STRATEGY • ORGANISATIONAL CHANGE

Providing a financial lifeline: supporting the journey towards better credit

Challenge

Modernise a US financial institution's product strategy to support and empower customers on their journey to rebuild their credit, their confidence and their lives.

Scope

Drive the product vision and strategy for cross platform native apps. Transition the organisation to agile through the execution of the product strategy.

Role

Product & Strategy Design Lead, responsible for creative direction and delivery, leading design team, partnering with product & engineering. Supporting organisational shift to Agile delivery.

Outcome

Established Agile ways of working, oriented around customer outcomes. Brand transformation with 4.8 star rated mobile solutions over 800,000+ reviews. Multi-year partnership & account growth.

NDA protected

Request access

DIGITAL TRANSFORMATION • PRODUCT STRATEGY • ORGANISATIONAL CHANGE

Providing a financial lifeline: supporting the journey towards better credit

Challenge

Modernise a US financial institution's product strategy to support and empower customers on their journey to rebuild their credit, their confidence and their lives.

Scope

Drive the product vision and strategy for cross platform native apps. Transition the organisation to agile through the execution of the product strategy.

Role

Product & Strategy Design Lead, responsible for creative direction and delivery, leading design team, partnering with product & engineering. Supporting organisational shift to Agile delivery.

Outcome

Established Agile ways of working, oriented around customer outcomes. Brand transformation with 4.8 star rated mobile solutions over 800,000+ reviews. Multi-year partnership & account growth.

NDA protected

Request access

Selected additional work

Travel & Aviation • EMEA

Emirates Airlines

Co-led the UX of the original Emirates iPad app, then instrumental in shaphing the iPhone and Android builds — flying regularly between London and Dubai to keep strategy aligned across two continents and two delivery teams.

Product design • Delivery

Retail • UK

Morrisons Supermarkets

Led the discovery workstream that shaped product strategy for Morrisons' wider transformation programme, then stayed on as design lead across logistics, stock management and wastage reduction — embedded on-site at Morrisons HQ alongside the client's own technical teams.

Digital Transformation • Product design • Agile Delivery

Health & Sport • UK

Health & Performance 360

Led UX and UI for a performance-monitoring app built for elite athletes — work recognised with a Gold Award at the London Design Awards 2020, Digital Health category, with my contribution credited by name in the award submission.

Product Design • Brand • Native iOS

Health & Sport • UK

Burberry

Design lead for Art of the Trench — a flagship iPad experience letting customers configure a bespoke trench coat in real time, with native commerce checkout and a global fan platform built on Facebook Connect. Deployed to consumers and Burberry's own sales staff in-store, bridging digital craft and physical retail.

Product Design • Brand • Native iOS

NGO • EMEA

World Foor Programme

Strategy lead in the creation and delivery of the WFPs Digitalisation Methodology, supporting field offices globally in the adoption and implementation of the SCOPE aid management platform. Framework foundations, engagement & value proposition, planning and execution, monitoring, governance and community of practice.

Strategy • Research • Advocacy

Sports & Media • US

Fox Soccer Centre

Design lead for Ticket to South Africa, Fox's companion app for the 2010 World Cup, built under genuinely tight timelines. Live scores, 32 country profiles, photo galleries and match stats, delivered for a US audience experiencing the tournament in a new way.

Product design • Native applications

Government • UK

Pathway Plan

Design lead on ambitious digital transformation initiative to reimagine how best to support children and young people under the councils care to prepare for independence – spanning pathway planning, life skills development, two-way engagement and a signs-of-safety framework, alongside modernising operations for social workers and personal advisors.

Product design • PWA

Sports & Media • UK

Arsenal FC

Design lead on the official Arsenal iPhone and iPod Touch app — one of the first Premier League apps ever released on the App Store, ranked #1 in its category in 2009. Live commentary, fixtures, highlights and player profiles, in a product that set an early benchmark for UK sports apps.

Product design • Native applications

Healthcare • US

Alignment Health

Design lead on the Alignment Health Reactive Native customer app — a US based health coverage provider offering enhanced benefits for customers to improve member outcomes serving over 275,000 members across 45 markets. Sensitive to patients needs, built to be trusted.

Product Design • React Native

Financial Services • UK

Fidelity

Design lead on the Fidelity iPhone app — a regulated investment product giving a demanding financial audience access to 1,100+ funds, live performance data and interactive charts, with full offline support. Technically complex, compliance-heavy, built to be trusted.

Product Design • Native iOS

Leisure & Tourism • UK

Visit England

Design lead on the official Visit England tourism app, promoting attractions and destinations across England to home based and international visitors. Explore attractions, add suggestions, location aware & mapping and bespoke digital to physical postcards.

UI & UX design • Native iOS

Sports & Media • US

ESPN Goals

Design lead on ESPN Goals, giving Android fans every Premier League goal and highlight ahead of television broadcast, across all 380 league games a season. Live scores, fixtures and personalisation turned a highlights app into a daily habit.

Product design • Native Android