STRATEGY + INNOVATION + IMPACT
Products
With Purpose.
Value
By Design.
I help teams rethink how products create value for people and the business.
What I do
Strategic Approaches to Product Value
Product Strategy & Direction
Clear product direction grounded in user needs, business goals, and real constraints. This work focuses on shaping product vision, making deliberate tradeoffs, and concentrating effort on the few initiatives that matter most as products evolve.
Research & Problem Framing
Deep understanding of the problems worth solving before solutions take shape. This approach uncovers unmet needs, challenges assumptions, and reframes problem spaces, particularly in ambiguous or shifting environments.
Product Experience & Design
Product experiences designed around how people actually think, decide, and work. The emphasis is on clarity, trust, and momentum, not surface-level polish, especially as systems and workflows become more complex.
Experimentation & Learning
Thoughtful experimentation that reduces risk and builds confidence. The goal is not constant testing, but faster learning, better bets, and clarity on when to commit versus when to adapt.
Product Insights & Decision Support
Signals and data translated into insight teams can act on. This includes defining what to measure, connecting qualitative and quantitative inputs, and using evidence to guide decisions rather than justify them after the fact.
Product-Led Differentiation
Differentiation driven by what products enable, not just how they are positioned. This work aligns product capabilities, experience, and narrative so value is clear and consistent across touchpoints.
About Me
I'm a product leader focused on how companies stay valuable as AI changes what products can do and where advantage comes from.
The harder question is what a product should become now that the constraints have changed. That's where I focus, and it's where the work gets hard.
AI has made design more important, as building gets easier and the bar for products people genuinely want to use goes up. The floor has been raised. More people can build and design now. Taste, judgment, and product craft are where differentiation lives. That's the lens I've built over twenty years across product, design, and strategy.
Most recently, that's looked like leading agentic experience design and platform vision for an AI-native product, while moving a senior design team from skeptical to actively using AI in their workflows. That meant changing workflows, adopting new tools, and rethinking how the team operated. I lead hands-on, not from a distance, and stay close to the work, the customers, and the tools.
None of this happens without strong teams. The best products come from people who understand the problem, the business behind it, and how their work connects to outcomes. The strongest teams go further, spotting new sources of value before they're obvious. Building and reshaping teams to get there is half the work.
Outside the work, I'm based in Toronto with my family, and reading more about AI evals than is probably reasonable.
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If you're navigating what your product should become in the AI era, or building the team that has to figure it out, then reach out and let's solve it together.
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Clients
Collaboration and Innovation
Experience
Leadership in Progress
2024-PRESENT
GEFFEN GROUP
Principal Product Strategist
Independent product and experience strategy consultancy supporting organizations navigating product evolution, complexity, and AI-driven change. Partners with founders and senior leaders to clarify product value, shape direction, and evolve products to better support decisions, workflows, and business outcomes.
2025-PRESENT
WORKLEAP
Senior Manager, Product & Experience
Product and experience leadership across a multi-product HR SaaS platform, shaping how AI-enabled products create value for managers, employees, and organizations. Defines experience strategy across core offerings, partnering with product, engineering, and senior leadership to guide product evolution, clarify value, and simplify complex systems at scale.
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.
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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
