PRODUCT + STRATEGY + AI
Helping Products And Teams
Meet The
AI moment.
I'm a product leader focused on how companies grow as AI changes where advantage comes from.
How I see The
work changing
Direction matters even more than speed right now
There's a lot of motion in response to AI in product orgs, often before the direction is set. The work worth doing names what the company is actually trying to become, what it's willing to leave behind, and where AI fits in that picture, before anything gets built.​​
Value gets created in new places now
AI is changing where the work happens and who does it. Designers have impact after shipping, not just before. PMs prototype before specs exist. Engineers are involved earlier, designers later. Old handoffs break when everyone can do more of the work themselves.
AI changes what the work is, not just how fast it gets done
The teams getting value from AI aren't the ones using it more. They're the ones rethinking what's worth doing in the first place. That means changing what gets shipped, what gets retired, and what humans and agents each spend their time on. Not just adding tools to existing workflows.​
Teams compound when they're built to keep evolving
Strong teams aren't built once. They evolve continuously, adapting to AI, new workflows, and changing expectations. That takes leadership willing to inspire curiosity, retire old ways as new ones arrive, and protect the team's capacity to keep delivering real outcomes.
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 hard question is what a product should become now that the constraints have changed. That's where I focus.
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 included leading agentic experience design and platform vision for an AI-native product, while moving a design team from skeptical to actively using AI in their work. 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.
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
