Microsoft 365

Challenge

New device shoppers weren’t adding Microsoft 365 during checkout—online or in-store. Without Word, Excel, or PowerPoint on their new devices, customers felt frustrated post-purchase, leading to higher returns and lost revenue for Microsoft and its retail partners. The opportunity was clear: influence the attach moment by rethinking how and where the value of M365 was communicated.

Solution

As Creative Lead, I guided a global campaign to reshape the Microsoft 365 attach journey across third-party retailer platforms. We applied human-centered design to identify key friction points in the buyer experience, then used AI—including eye-tracking and heuristics modeling—to optimize creative effectiveness at every step.

Working across strategy, retail partners, and client teams, we developed build-test-optimize workflows, then delivered modular creative toolkits tailored for global implementation. Messaging was restructured to focus on outcomes over features—showing not what M365 is, but what it enables.

The results: an 18% increase in attach sales (driving $230MM in revenue), significant improvements in customer satisfaction, and a 3x expansion of agency engagement through campaign extensions.