My role

Senior Product Designer (Lead - 70%)

  1. Co-led design workshops with PMs/Design/Content to brainstorm future scenarios and principles
  2. Partnered with UX researchers to develop innovative concept prototypes as triggers for research
  3. Guided juniors/ design team on design directions & refined prototype fidelity/ narratives

Senior Product Designer (IC - 30%)

  1. Conducted internal and external user interviews

Core Team

Efrim, Associate Director, Product Design

Leonard, UX Research Manager

Fabian, Product Design Lead

Jalyn, Product Designer

Alin, Product Designer

Leo, Product Designer

Josh, Product Designer

Jennifer, UX Researcher

1 | TL;DR

I was involved in this futuring exercise to envision what good looks like three years out. We gained a compelling glimpse into the future of our product experience through a series of impactful design-driven activities, including ideation workshops, internal employee socialisation, external user testing, and new feature prototypes.

2 | Overview

👀 Background

In 2023, integrating three brands under a single company takes centre stage, aligning our brands on a unified technology platform. Amidst this transformation, crafting distinctive brand personas becomes paramount to curtail cross-brand cannibalisation, fueling the need for a visionary product design approach that envisions the next groundbreaking iteration of our product experience.

🎯 Objective

To craft 3-6 “concept car” prototypes, a visionary showcase of relevancy, value, and validation with external users.

📦 Output

  1. 3 job-to-be-done research card
  2. 9 concepts for user testing

💥 Outcome

<aside> 🚧 This initiative is ongoing.

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3 | Problems

With three VPN brands in play, we faced potential cannibalisation

Our brands were like Red, Yellow, and Green apples. We needed to differentiate and serve user needs distinctly.

  1. Unclear strategy The brand and product positioning were hazy, leading to internal confusion on brand roles. The brands should be complementary, not competitive.
  2. Dated personas Our dated personas demanded consolidation, narrowing down to one per brand.
  3. Lack of differentiated design principles The absence of clear design principles complicated decision-making.

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4 | Approach

  1. Sought alignment through the Design Workshop We gathered close to 20 members worldwide across content, product management, brand, research and design to challenge, debate, brainstorm, align and draft the direction for each brand.

    Collaborative workshopping

    Collaborative workshopping

  2. Defined design principles Collectively, we distilled five design principles per brand to guide our focuses and activities.

    Design principles for each brand

    Design principles for each brand