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Lark Suite Product Strategy Output
Fantasy Interactive | Lark Product Strategy
Defining a north star for an upstart productivity platform to introduce itself to a new market, stand out from a crowded field, and to drive product design internally.
In 2020, ByteDance - already infamous for launching TikTok - wanted to expand adoption and usage of their lesser-known work productivity product, Lark, which combines communication and collaboration to help teams work better together.
With significant penetration in Asia and Europe, Lark knew it had to create a unique identity and proposition for the American business market - not only to communicate its benefits in a way that could stand out against giants like Google and Slack, but also to inform product and platform updates that would make Lark itself more useful and usable for American work teams.
Fantasy talked to Lark leaders and users from around the world, in addition to in-depth research into the productivity landscape here in America. We learned that what was initially a challenge - Lark’s architecture as a suite of distinct, yet connected, utilities - was actually a strength through its seamlessness between features. And because of this, it was the perfect platform for disrupted and distributed teams that had been upended by COVID. This fluidity - this flow - is what informed a product vision, strategy and goals that positioned Lark Suite to expand and grow. Lark - let work flow.
Role: Product Strategy Lead
H&R Block Broadcast Campaign
Deutsch: H&R Block Global Campaign
Restoring swagger to the champs of tax prep.
Most people think of H&R Block as the gas station or dentist office of tax returns. Some place you don’t want to go, but have to.
Additionally, filing taxes fills the normal person with - if not dread - at least anxiety. They might have their go-to guy, but they don’t know what is actually happening and don’t trust that they won’t get audited.
In 2019, H&R Block restored the humanity and swagger to their brand thanks to Deutsch and the introduction of Lisa - H&R Block’s charismatic and vibrant personification.
While the brand and business were re-energized, in 2020, H&R Block needed to stem the tide of people filing their taxes with their “guy” or trying to do it themselves online.
Deutsch designed a strategy and integrated campaign that was rooted in the idea that switching to Block isn’t just a different option, it is stepping up. It’s Better with Block.
Role:
Experience Lead, Strategy Lead
Classroom and collateral.
Reimagining the customer journey.
IBM: e.School
Building a phygital school to transform IBM’s marketing department and bring them into the age of customer engagement.
At IBM’s Design Studio at 51 Astor Place, innovation on behalf of customer experiences is the norm. But turning that innovative lens on the organization itself was a different challenge all together.
As part of a team that included brand strategists, IBM executives (including the CMO), design studio leadership and content and experience strategists, I helped build a physical and digital school within the Design Studio to transform the way IBM communicates. From curriculum design, to faculty selection, to leading the team that designed and built the digital experience, I had a hands-on role in all aspects of IBM e.School.
Role:
Curriculum Consultant, Content Strategy Lead, Digital Product Owner of e.School Digital
Work Samples Available Upon Request - Highly Confidential
BMW Genius tablet experience.
BMW Genius mobile experience.
Big Spaceship: BMW Genius
A mobile and tablet app that can make any BMW fan, prospect, customer, or driver feel like, well, a BMW Genius.
BMW wanted to create a mobile-optimized version of their owners manual. We knew the experience could be so much more.
From obsessive fanboys, to shrewd shoppers, to discriminating drivers, BMW fanatics expect the very best. We created a premium experience that felt as well-designed as the vehicles themselves.
BMW Genius helps you fantasize and learn about the newest models, onboard into your newly purchased vehicle, and can help you keep it tip-top with maintenance and service integration. All the while creating a consistent relationship between the brand its discerning drivers.
Role:
New Business Strategy Lead, Experience Concept Lead
Google for Small Business
R/GA: Google for Small Business
Helping small business owners harness the superpowers of Google.
Small business owners have to do the work AND do the work about the work - which can be taxing and sometimes intimidating when it comes to digital tools and services.
Navigating the Google product suite can be tough when you don’t know exactly what you need.
In partnership with Google’s product teams, we designed an experience that was meant to feel like a tool, not a landing page, so that small business owners could get the right products to help them grow.
Unifying the experience across the product suite means that small businesses can harness the muscle power of Google, but also get back to focusing on what they love to do.
Role:
Experience Lead, Strategy Lead
OneHP personalized landing experience.
OneHP mobile experience.
Big Spaceship: OneHP
A social- and mobile-first platform connecting one of the world’s largest and most distributed workforces.
When HP came to us to build an internal Sharepoint-powered platform to host an employee-focused campaign video, our user research indicated pretty quickly that the problem was much larger than they thought.
Employees couldn’t connect for subject matter expertise, skill-building, or even ride sharing, and this disconnectedness was eroding workforce culture.
We built a social way for employees to congregate, share ideas and passions, and stay informed on company news - even when working half a world apart.
Role:
Engagement Lead, Experience Lead, Strategy Lead
AKQA: Caterpillar Parts eCommerce
The world’s only mobile-first, machine-centric, tractor part ecommerce site.
Caterpillar makes the best heavy machinery around, but for smaller businesses, the cost can sometimes be prohibitive. Not only that, but having to go through a registered Cat dealer for replacement parts when machines go down can be tough when you’re harvesting mulch in the middle of nowhere.
To bring new, smaller customers into the Caterpillar family, we designed a new ecommerce experience specifically for the smaller, remote business with only a handful of machines.
The UX and UI is designed specifically for the operators in the field, who need to find ONLY the part they need, as quickly as possible, while ensuring the parts will fit their machine.
Role:
Engagement Lead, Experience Lead, Strategy Lead
AKQA: Levi’s 501 Day
Designing a global holiday to celebrate a timeless icon.
Levi’s set out to spark a global celebration of the 501. What seemed like a no-brainer quickly got complex as regional attitudes towards the garment, as well as regional ownership of local experiences threatened to create a splintered brand moment.
To help herd the cats, we devised a global strategy and framework that all regions could get behind, as well as produced a global toolkit of how-to’s and tangible assets to make it easy for all of the regions to celebrate in their own way, yet tell the same 501 Day story.
From in-store, to social, to ecomm, all the way to concerts, parties and films, 501 Day was a global success - celebrating an icon and those who love the brand.
Role:
Engagement Lead, Experience Lead, Strategy Lead