At this time I was the Director of UX for Mcgarrybowen, agency of record for Intel. The client wanted to take advantage of the hundreds of millions of “Intel Inside” stickers on PCs worldwide. We realized we could build an app that could "scan" the stickers to identify the user's computer model and then give them tailored promotions for upgrades.

With the sticker scanning, we sought to connect the user back to the strategic platform, from “Intel Inside” to exciting experiences on the outside.

My team designed and conducted consumer research and found strong interest in “unlocking” experiences by scanning the stickers. After reviewing Intel’s sponsorship roster, from Lady Gaga to LeBron James, I met with Intel product teams to identify upcoming product releases we could leverage in the app.

To most consumers, microprocessors are invisible. They recognized Intel as a brand, but had no clue what their products were. After talking to Intel product teams, we identified technologies we could incorporate into the app to enable show-stopping features. For example, their Basis Peak Watch and Real Sense camera delivered show-stopping features like player heart rate monitoring and eye tracking. Features like this delivered the wow factor, showing consumers how Intel’s stuff on the inside led to great experiences on the outside.

We decided to release the app prototype at Intel Extreme Masters, a massive global eSports tournament. Fans discovered a viewing experience that let them track their favorite players and teams in real-time—something they couldn’t have had any other way.