STRATEGY + INNOVATION + IMPACT
Delight
by design.
growth
By Intent.
My mission is to craft experiences people love with results business needs.
What I do
Strategic Approaches to Innovation
Product Strategy &
Roadmap Planning
Translating business objectives into actionable product visions that align teams and drive growth. Strategic roadmaps prioritize initiatives that deliver maximum impact while maintaining the flexibility to adapt to changing market conditions.
​
Market Research
& Insight Development
Uncovering the unmet needs and motivations that drive customer behaviour, identifying opportunities competitors have missed. Research methods go beyond surface-level feedback to reveal the deeper insights that inspire truly differentiated solutions.
User Experience
& Design
Creating intuitive, delightful experiences that solve real user problems while supporting business goals. This design approach balances user needs with technical feasibility and business requirements to deliver solutions that increase satisfaction, retention, and conversion.
Testing
& Experimentation
Designing experiments that validate assumptions, mitigate risks, and uncover optimization opportunities across the user journey. This structured approach to experimentation transforms gut feelings into evidence-based decisions that improve conversion rates and user satisfaction.
Data Analysis &
Product Analytics
Complex data becomes clear insights that reveal opportunities and guide product decisions. Establishing meaningful metrics and analytics frameworks helps teams measure what matters and creates a culture of data-informed decision making.
​
​
Brand Strategy
& Innovation
Developing brand frameworks that create emotional connections with customers while delivering consistent experiences across all touchpoints. The innovation process identifies white space opportunities that align with brand values to create meaningful differentiation in crowded markets.
About Me
Product and Innovation Strategy
For me, great products and experiences aren't just functional; they should simplify, empower, and foster a sense of connection. That belief has been my compass for over 15+ years in design. My passion is getting into the weeds of complex challenges, and finding ways to translate complexity into experiences that feel clear, intuitive, and truly helpful, while also making business sense.
​
I get there by blending deep user empathy with practical strategic thinking. It means digging into research and data to understand the core human needs, the 'why' behind the request. Then, it’s about close collaboration, working alongside engineering, marketing, data teams, and others, to shape those insights into strategies and designs that actually work in the real world. Seeing that process unfold, leading to solutions that people find valuable and that achieve tangible results, is incredibly satisfying.
​
When leading teams my focus is squarely on the people. I work to build a supportive, collaborative culture where talented contributors feel empowered, have clear direction, and are equipped to tackle meaningful challenges together. Helping a team find its rhythm and produce outstanding, impactful work is incredibly motivating.
If you need leadership that consistently brings strategic clarity, a strong user focus, and a human-centered approach to achieving results, I'm eager to talk.
​
​
EXAMPLES
Strategically Crafted Products and Brand Experiences
Nestlé Canada, Consumer Website
Lead Product Strategy & Design
Objective: A single destination for all Nestlé brands to engage and support customers
Challenges: Lack of resonance; Unintuitive UX; Poor mobile experience.
Need: Audience focused content; Engaging design; Scalable business solution.
Activities: UX Audit & Research; Persona Development; Strategic Roadmap; Product Management; Internal Marketing
Outcome: A strategic success, showcased by Nestlé globally
Clients
Collaboration and Innovation
Experience
Leadership in Progress
2024-PRESENT
GEFFEN GROUP
Principal Product Strategist
As Principal Strategist, I partner with organizations looking to innovate. My focus is advising on how user-centered design approaches and AI can reshape product & service experiences to unlock growth.
2019-2024
FUSE CREATE
Director of Strategy and Brand Innovation, Head of Strategy
An agency dedicated to brand creativity & innovation, I directed strategy across diverse categories. My role focused on guiding teams through the end-to-end delivery of digital platforms, translating complex business challenges into experiences that drove engagement and growth.
WINA AOY 2024; Campaign UK Top 10 Small Agency '23; Strategy Indie List '22; AOY Bronze '21
2017-2018
KOHO FINANCIAL
VP, Product Design
Tasked with leading product design at Canada's leading mobile banking fintech, I spearheaded a full app overhaul. Driven by deep user insights, we enhanced usability and key journeys, achieving top App Store ratings and industry-leading NPS.
4.8 Star Rating, Apple App Store Editor’s Pick
2014-2017
ONEMETHOD
VP, Strategy and User Experience
Renown for outstanding creative work, my role involved translating creativity into ground-breaking products and strategies. We developed brand platforms, innovative products, and shaped go-to-market approaches that drove client engagement, revenue growth, and enterprise value.
2011-2014
DIGIFLARE
VP, User Experience and Design
Recruited to build the UX & design practice from the ground up, I established a of UX architects, UI designers, and business analysts. We defined user-centric processes focused on shaping pioneering Over-The-Top (OTT) media experiences across all screens for major media companies.
2008-2012
PIXEL SMASHING
Creative Director
A consultancy delivering specialized digital learning platforms and tools for highly regulated industries like Pharma and Nuclear Facilities. I led the full product lifecycle, from user experience design through development and deployment, creating intuitive solutions that substantially increased revenue and reduced operational costs.
2004-2008
Proximity / BBDO
Interactive Designer / Developer
At Proximity/BBDO, I played an instrumental role in bringing ambitious creative campaigns to life digitally. Combining graphic design and front-end development skills, I helped build award-winning interactive websites and applications for major brands like RBC and Pepsi, pushing early digital boundaries.
You reached the bottom of the page, you can go back to the top.
Let’s get acquainted.
Start a conversation about transformation, innovation, or my secret hummus recipe (it's surprisingly relevant to user experience).
hello@lannygeffen.com
