DATA-BACKED PRODUCT STRATEGY

Tarryn Lambert

The basis of a good Product Strategy is understanding who you are serving. You have to quickly prioritize the most important things that will give you the most bang of your buck. My background in UX Research and Product Design will help you solve core customer problems, so they keep returning. I value building long term relationships with those customers to decreases churn and increase word of mouth marketing about your business.

Here’s a few projects I’ve done in the past as an individual contributor. I’ve also managed a team of researchers and an engineer. If you’re interested in building better products by investing in strategy, research, and design, reach out to designtarryn at gmail dot com.

My Work

Bringing design to data

I was part of Substrate’s first design team. I had to win engineers and PMs trust to create a solid foundation for the future of accessing data at Microsoft.

Financial App Launch

I helped Quicken successfully launch a new app, Simplifi, through design leadership, UX evaluations, art direction, and redesigning one of their differentiating features.

A Presidential Choice

I worked for Howard Schultz’s on his potential run for President. I led the research and design for a canvassing app that helped collect data of potential voters. 

Are you trying to solve a problem but don’t have enough time? Would you like a seasoned professional to help you figure it out? I can take the project off your hands and teach your team. I’ll highlight and strategize along the way. I will narrow down options and highlight the best ones. Everything I do ties back to your organization’s goals and the user’s need. I will help infuse your products with strategic thinking long after the project is over.

If you don’t understand the people you are serving, you cannot succeed. You might for the short term, but you are leaving yourself open to competitors in the long run. Together, we can build a sustainable business. We’ll create business processes that will last you a life time. In the end, your organization to be successful because it can adapt to change.

My Ideal Process

erEvery organization runs differently. This is my ideal process that I’ve found to be the most effective way to build a product.

First, I help all the stakeholders in the organization come together to decide what to focus on. I do this by first interviewing people independently to get unbiased answers, and then bringing them together to work as a team using the user’s journey as a backdrop for the discussion. In my experience, there is not one right answer for what should be the top priority, there are many good answers to pick from. The most important part is consensus.

From that basic ‘epics’ road map (which is not set in stone, because things change over time), I help mentor researchers to highlight the problem and designers wireframe a solution that incorporates user motivations. In my ideal world, those would be handed off to visual designers who understand how their choices affect the UX. I coach my team to involved their developers in their whiteboards from the beginning, saving money and time later by avoiding redone work.

I also believe in generative research, where you go out into the field and gather pain points of your target audience that aren’t related to your product. Often you can come across opportunities that your competitors will have missed.

“Change is the only constant in life, so why not build processes into your organization that adapt?”

Work by my team

Security Personas

I hired a researcher, Sahar Naderi, to implement this much needed project that I sponsored. The insights generated from the project are still used today around the company – including in sales and marketing.

Web App Redesign

This was a true team effort. I led the new accessible design system, acting as the Creative Director for the new look and feel for our web products at Virtru. My designer Jared Crane, was the first to implement it.

Admin Portal IA

After realizing an opportunity to improve our admin console, I assigned a researcher, Sahar Naderi and a designer, Paul Riley to the task. This turned out to highlight desired features like custom branding and billing.

Research – My favorite type

Before you jump into design or code, consider product research and strategy. Slowing down a little at the beginning can save us lots of time and money later. For example, UI is just a veneer, we can always reskin a well crafted project as the trends change, but long lasting architecture is part of my drive. I believe it starts with getting on the same page with each stakeholder. Then getting on the same page of the people you are trying to serve. This requires a lot of listening. You can do this through many methods, but here’s my two cents on my favorite type (qualitative).

What about exploratory research?

If you’re building a new product, don’t forget this step! The businesses that stick around are ones that solve a problem for people. Make sure you are finding a problem and coming up with the right solution before investing more money into your product. The worst case scenario, if you skip this step, is to build a usable product that no one wants or needs.

If the only research you are doing is usability testing, you might be wasting time and money.  For example, you could build a salt shaker that is wifi enabled, but is that the best use of time? Probably not. This might seem obvious to you from an outsider’s perspective, but it wasn’t to SMALT.

Running an organization is about prioritizing, because we don’t have unlimited resources. Research helps us prioritize and exploratory research helps us pick the right problem from the start to solve. Spend more time in the problem space than the solution space even if it doesn’t feel comfortable. It’ll pay back, I promise.

“Wait, I’m confused about Product + UX, but have to hire for it.”

I’ve got your back. I have a youtube channel that helps educate people on UX. If you’re still confused about UX, here’s a simple explanation – learning through feedback from the people you are serving.

Successful business do this when they first start. They listen to their customers and change over time as their customers needs change too. This type of two way relationship is what brings long term sustainability to an organization. It creates trust and loyalty with the people you serve, so that a competitor can’t swoop in and take over your market.

If you understand the process is about trial and error from the beginning, it will be easier to learn quickly, prioritize your customer needs, and stay relevant in the market.

“I know Product Design + UX and want to dive deeper.”

If you are a current design leader and want to know if I would be a good fit for your team, check out this interview. It’ll give you some insight into how I interact with another creative – Matt Diamanti. It’s over an hour, so I’ve put topic time stamps in the description on YouTube.

I’ve been in the UX field since 2013 and love to nerd out with other designers – especially when it comes to the intersection of business strategy, research, and design.

Most of my videos on this page are to help start ups and businesses that are new to UX research and design, but this one digs a little deeper into the soft skills of design such as partnering with other departments or the future of the design industry.

 

Giving back to the UX community

Confetti Q&A is a panel event space hosted by Sahar Naderi and myself which was created for the UX Community. This one was about hiring in 2024 to help those out there on their job search.

Here’s a 45 minute talk I gave to Denver UX Newbies called “Make Your First UX Project a Success.” I talk about advocating for UX and what I’ve found to be the most important part of the UX process.

Investment.

When you hire someone to work on your product, you are hiring more than a skill set. You are hiring a person. Along with that person, you are hiring a philosophy.

When you hire me, you hire someone who wants to deeply listen to find the pain points. It’s in my core. I want to highlight them, help you prioritize them, then fix them. 

I’m a long-term problem solver. I’m a vision clarifier. I want to make your organization more efficient and support a cause we can all believe in – making people’s lives better.

I want to create a fluid customer journey from the very first interaction to the last moment, because I passionately believe in businesses who care about the people they serve.

I want to be the catalyst that up-levels your team.