anticipating
customer needs
In 2025, I kick-started the “How-To” social media content series, which has helped to ground and answer frequently asked questions that current and future Roomba owners may have.
The goal of this series is to anticipate and satisfy customer needs with easy-to-digest visuals and videos, as more and more audiences turn to social media first for information, tutorials, and troubleshooting.
In 2026, I received the iRobot Consumer Champion RISE Award for leading this initiative.
In 2025, I kick-started the “How-To” social media content series, which has helped to ground and answer frequently asked questions that current and future Roomba owners may have.
The goal of this series is to anticipate and satisfy customer needs with easy-to-digest visuals and videos, as more and more audiences turn to social media first for information, tutorials, and troubleshooting.
These social posts are created for Reels, TikTok, and YouTube Shorts Feeds as well as in Instagram Story Highlights for easy access on iRobot’s profile.
In 2026, I received the iRobot Consumer Champion RISE Award for leading this initiative, as well as art directing and executing the content.
anticipating customer needs
content categories
Getting Started
Any content that is related to setting up a new Roomba robot.
Roomba Home App
How to enable specific features in the app for personalized and automated cleaning experiences.
Maintenance
How to take care of the Roomba robot, so
it stays in top shape.
While it’s important to provide these step-by-step instructions in each post, it’s even more important to explain to customers why this information is beneficial to them and is worth their time. Each post in this series leads with benefit messaging.
Examples of each category are
shown below.
content categories
Getting Started: Any content that is related to setting up a new Roomba robot.
Roomba Home App: How to enable specific features in the app for personalized and automated cleaning experiences.
Maintenance: How to take care of the Roomba robot, so it stays in top shape.
While it’s important to provide these step-by-step instructions in each post, it’s even more important to explain to customers why this information is beneficial to them and is worth their time. Each post in this series leads with benefit messaging.
Examples of each category are shown to the left.
showing up in feed
showing up in feed
For every video posted to the feed, I wanted each to have a custom cover image. As users scroll through the iRobot profile, it is clear from the preview what the video is about and what type of category the content falls into.
For every video posted to the feed, I wanted each to have a custom cover image. As users scroll through the iRobot profile, it is clear from the preview what the video is about and what type of category the content falls into.
instagram highlights
instagram highlights
Instagram Highlights content is shown in the order of when it went live, so it was important that each post was uploaded to Stories in the sequence that matched the user journey.
The most frequently asked questions were prioritized.
For the Story designs, I included title cards, so it’s immediately clear what the “how-to” content is going to present. And, this allows users the option to skip through the highlight until they reach what they’re looking for.
Instagram Highlights content is shown in the order of when it went live, so it was important that each post was uploaded to Stories in the sequence that matched the user journey. The most frequently asked questions were prioritized.
For the Story designs, I included title cards, so it’s immediately clear what the “how-to” content is going to present. And, this allows users the option to skip through the highlight until they reach what they’re looking for.
Get Started
CLICK ICON TO VIEW
Roomba Home App
CLICK ICON TO VIEW
Maintenance
CLICK ICON TO VIEW
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Me | Strategist, Art Director, Content Creator, VO + Scripts, Instagram Highlight Icons
Kyle Eber | Strategist, Scripts, Captions
Ellen Madson | Content Creator
Alex Germain | Content Creator
Grey Aleksander | VO