Shaping the Iterable Vision

At a time when the industry was rapidly evolving and our teams were navigating ambiguity, I led a cross-functional initiative to define and articulate Iterable's long-term product vision.

My goal was threefold:

• Align executives around a unified, customer-centered future
• Inspire the company and rally the team around a clear direction
• Position Iterable as a strategic, AI-first partner in the eyes of the market

To do this, I assembled a working group that included our CEO, SVP of Product Marketing & Partnerships, SVP of Engineering, and our SVP (later VP) of Product. I partnered closely with a UX researcher and a principal designer to explore bold ideas, test hypotheses, and iterate rapidly through vision drafts. Our process was deeply collaborative—with dozens of working sessions and ongoing stakeholder reviews to build buy-in.

The centerpiece of the work was a live, in-browser interactive prototype: a forward-looking concept experience that tied together AI, automation, personalization, and scale. We demoed it at our company's fiscal year kickoff and later shared it publicly at our customer conference with over 1,000 attendees.

One of my proudest moments was presenting the vision on-stage to the entire company—followed by a live panel discussion alongside our CEO, VP of Product, and SVP of Engineering.

All this drove a few key outcomes:

• Influenced a reorg to dedicate R&D resources toward long-term strategic work
• Drove alignment across product, engineering, and go-to-market teams
• Increased employee sentiment around leadership vision by 19 percentage points
• Sparked customer and market interest, including press coverage and ongoing conversations with strategic accounts

This project was a reminder of two of design's greatest superpowers, helping envision possible futures, and shaping what a company believes.