Crafting Product Visions with Innovation & Strategic Focus to Inspire Change
Articulating compelling narratives that inspire and guide product creation.
I’ve aligned stakeholders around shared visions that act as a guiding north star for product decisions. These vision exercises spark excitement, validate product ideas before full investment, and drive alignment on internal tools and strategies.
Understanding the Customer
Research methodologies are used to uncover patterns that reveal customer aspirations and challenges. Insights are drawn from diverse perspectives, market trends, and competitive analysis to identify opportunities that align with customer needs and business goals. This comprehensive approach ensures teams are united by a clear understanding of the customer and can focus efforts on creating impactful solutions.
Defining the Unique Value
Cross-functional collaboration plays a pivotal role in identifying the core challenges and the unique value a product could deliver. Workshops and ideation sessions bring together insights from design, engineering, and business teams to create a unified understanding of the product’s differentiation and positioning. This alignment ensures that every decision, from strategy to execution, reinforces the vision of delivering exceptional value to customers.
Envisioning the Future State
Compelling narratives and future-state scenarios are crafted to provide inspiration and clarity around an end goal. These stories translated abstract ideas into tangible visions, highlighting how the product addresses key challenges and elevates the user experience. By connecting customer needs with strategic business objectives, these narratives help align teams around a shared ambition, driving purposeful and confident execution.
Thomson Reuters Corporate Tax & Trade
Thomson Reuters’ fragmented product suite held untapped potential to deliver transformative value when unified. I was brought in to build and lead a team to align these products into a seamless, AI-integrated solution. What was missing was a compelling narrative to showcase the vision—a clear story of how the end-state would revolutionize customer insights and workflows. To bridge this gap, I creative-directed a unified story in collaboration with Laura Clayton McDonnell, President of Corporates, and Ray Groove, Head of Corporate Products. This vision came to life through a powerful video presented during the Synergy 2024 Keynote, energizing customers at the company’s flagship conference.
Expedia Local Expert
Collaborating with Will Daugtherty, then President of Expedia Local Expert, I crafted the creative vision to expand Expedia’s reach beyond travel by integrating in-market concierges into its online booking platform. The pilot program, “Local Expert,” generated $250M in annual revenue by offering activities, tours, and services to Expedia’s global customer base. This success proved the viability of expanding Expedia’s core business, resulting in the integration of key features into the main Expedia platform, driving growth and enhancing the customer experience.
Windows Phone Business Reporting
Windows Phone faced a critical challenge: fragmented, segment-specific reporting solutions made it nearly impossible to understand global data or make strategic decisions. My agency was brought in to reimagine what was possible. We created a vision for a consolidated reporting platform that allowed Microsoft to pivot data seamlessly, modeling the relationship between marketing efforts and sales impact. Key metrics, selected for their potential to drive significant change, became the foundation of this unified solution (note: metrics in graphic changed due to data sensitivity). This vision transformed decision-making, providing clarity and insight to support the global growth of Windows Phone.