Luke M-F

WORK

HOW I WORK

ABOUT

CONTACT

Luke M-F

Work

Different problems need different kinds of innovation. My work spans new ventures, experimentation, emerging technology and the systems that help organisations innovate repeatedly.

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Venture & Proposition Design

Venture & Proposition Design

Venture & Proposition Design

Santa’s Pick-Up

Santa’s Pick-Up

Save the Children UK

A doorstep collection idea became a tested Christmas giving proposition.

A doorstep collection idea became a tested Christmas giving proposition.

Evidence: 213 sign-ups.

Evidence: 213 sign-ups.

Tags: Venture Building / Proposition Design / Experimentation

Tommy Rental

Tommy Rental

Tommy Hilfiger / PVH

Circular fashion rebuilt around customer evidence and a partner-led pilot recommendation.

Circular fashion rebuilt around customer evidence and a partner-led pilot recommendation.

Evidence: 13% landing-page sign-up conversion.

Evidence: 13% landing-page sign-up conversion.

Tags: Venture Building / Business Models / Sustainability

Reclaiming Wonder

Reclaiming Wonder

Save the Children UK

Audience insight into new products and experiences; weaker ideas were deprioritised.

Tags: Audience Innovation / Proposition Design

GoNuts

GoNuts

Cargill / oneUp

Testing personalised protein and nutrition language across three European markets.

Testing personalised protein and nutrition language across three European markets.

Tags: Food Innovation / Customer Research / Proposition Design

EmployGig

EmployGig

EmployGig / EmployBridge

Testing a gig-work proposition and US go-to-market model.

Testing a gig-work proposition and US go-to-market model.

Evidence: ~650 targetable Cincinnati research respondents.

Evidence: ~650 targetable Cincinnati research respondents.

Tags: Venture Building / Go-to-Market / Experimentation

TAILOR — Virtual Fitting

TAILOR — Virtual Fitting

PVH / Tommy Hilfiger

A virtual-fashion brief became a focused fit-confidence proposition.

A virtual-fashion brief became a focused fit-confidence proposition.

Evidence: 34 experiments / 25 assumptions tested.

Evidence: 34 experiments / 25 assumptions tested.

Tags: Venture Building / Experimentation / Technical Feasibility.

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Experimentation & Growth

Experimentation & Growth

Experimentation & Growth

Synthetic Users

Synthetic Users

Save the Children UK

AI-assisted creative testing, validated with real audiences.

AI-assisted creative testing, validated with real audiences.

Evidence: around 32% better average early live performance.

Evidence: around 32% better average early live performance.

Tags: AI / Experimentation / Digital Optimisation

C More / MTV

C More / MTV

via Growth Tribe

Building experimentation capability through coaching and tests.

Building experimentation capability through coaching and tests.

Evidence: 30 experiments / 41 learnings / 14 wins.

Evidence: 30 experiments / 41 learnings / 14 wins.

Tags: Experimentation / Capability Building

Dogs Trust

Dogs Trust

Dogs Trust

Usability testing and digital optimisation.

Usability testing and digital optimisation.

Evidence: website sessions increased 37% year on year.

Evidence: website sessions increased 37% year on year.

Tags: Experimentation / Customer Experience

CUTR

CUTR

CUTR

Growth and market expansion.

Growth and market expansion.

Evidence: four markets / 239% increase in new customers.

Evidence: four markets / 239% increase in new customers.

Tags: Experimentation / Growth / Go-to-Market

EmployGig

EmployGig

EmployGig / EmployBridge

Market, proposition and channel experiments ahead of US launch.

Market, proposition and channel experiments ahead of US launch.

Tags: Experimentation / Go-to-Market

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03 —

AI & Emerging Technology

AI & Emerging Technology

AI & Emerging Technology

Synthetic Users

Synthetic Users

Save the Children UK

An additional AI-assisted creative-testing stage, validated with real audiences.

An additional AI-assisted creative-testing stage, validated with real audiences.

Tags: AI / Experimentation / Digital Optimisation

Meaningful Child Participation

Meaningful Child Participation

Save the Children UK

AI-assisted global research, with human judgement and safeguarding retained.

AI-assisted global research, with human judgement and safeguarding retained.

Tags: AI / Research / Responsible Innovation

TAILOR — Virtual Fitting

TAILOR — Virtual Fitting

PVH / Tommy Hilfiger

Customer discovery redirected a digital-fashion brief towards virtual fitting and technical feasibility.

Customer discovery redirected a digital-fashion brief towards virtual fitting and technical feasibility.

Evidence: 34 experiments.

Evidence: 34 experiments.

Tags: Emerging Technology / Technical Feasibility / Customer Discovery.

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04 —

Innovation Strategy & Capability

Innovation Strategy & Capability

Innovation Strategy & Capability

Managing an Innovation Portfolio

Managing an Innovation Portfolio

Save the Children UK

Connecting strategy, evidence, experiments and resource choices.

Connecting strategy, evidence, experiments and resource choices.

Tags: Strategy / Portfolio Management / Capability

Gaming & Streaming

Gaming & Streaming

Save the Children UK

Bringing a creator-led fundraising channel through approval, live pilot and handover.

Bringing a creator-led fundraising channel through approval, live pilot and handover.

Tags: New Channels / Adoption / Innovation Delivery

C More / MTV

C More / MTV

via Growth Tribe

Leaving a repeatable experimentation capability, not just one-off tests.

Leaving a repeatable experimentation capability, not just one-off tests.

Tags: Experimentation / Capability

Tommy Rental

Tommy Rental

Tommy Hilfiger / PVH

Returning a near-launch circular-fashion idea to Problem Fit and a partner-led pilot recommendation.

Returning a near-launch circular-fashion idea to Problem Fit and a partner-led pilot recommendation.

Evidence: approximately €200k further investment.

Evidence: approximately €200k further investment.

Tags: Venture Building / Business Models / Customer Discovery / Sustainability.

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