CASE STUDY

Arcadia: AI-powered insight platform. $27M in new business.

Opportunity

Clients came to Havas with research scattered across surveys, interviews and analytics, and no way to see what it added up to. Journey maps were built by hand and reflected the opinions of whoever was in the room.

Role

I originated Arcadia in 2017 while Director of Experience Design at Havas. I defined the product vision and workflow, and supervised the first prototypes and builds.

Solution

The idea was to let the data draw the customer journey. Arcadia’s six-stage workflow takes mixed research, including surveys structured by journey stage, and uses IBM Watson to analyze sentiment and language alongside behavioral data. The output is an opportunity-mapped journey: where customers struggle most, and where a new product or service is worth the investment.

Impact

$27M in new business
Became a standalone product offering for Havas.

Havas used the prototypes to sell the platform to clients, contributing to $27M in new business
Wrote the sales materials and trained teams across Havas to use AI for customer insights. This was 2017, when few agencies were working with AI
Created a methodology that replaced subjective UX research with data-driven, AI-powered journey mapping