GNARBOX
Shaping the second generation of a mobile platform
GNARBOX was an innovative mobile computing platform for content creators seeking laptop capabilities in a pocket-sized device.
The startup had successfully launched a first version to early adopter customers. When I joined, they sought to learn from users’ feedback and radically increase their technology to create a mainstream-viable version two.
I led a new product strategy based in customer research, then designed the full user experience for two new mobile apps and paired hardware interface. I also developed the team’s collaborative practices and provided coaching-style relationships.
Role
Director of Product/Design
2017 – 2019
Key accomplishments
Shaped product GTM strategy
Supported $1M+ pre-order campaign
2 new apps for iOS and Android with hardware interface pairing
Improved team and collaborative feedback processes
Positioning a new product strategy
GNARBOX's new technology fell outside existing product categories, leading to confusion among customers and employees. To effectively bring GNARBOX to market, it needed to be distilled to its core value proposition and pointed toward the right audience.
I led the leadership team through a new product positioning exercise, informing product features, marketing communications, and the launch campaign. I also brought Geoffrey Moore’s technology adoption strategies into the company, equipping the company with a smart go-to-market framework.
GNARBOX 2.0 SSD launched in 2019 with a clear message and received consistent public feedback as a market leader.
Developing market and user insight
Alongside powerful new technology, we needed a clear perspective on users and the market. Who would be interested, who would find it essential? We wanted to launch to the market in a thoughtful way.
I conducted interviews with dozens of existing and potential customers, documenting several segments and crafting several personas including the initial target customer.
To make my research usable within the company, I built an internal user insight database modeled after atomic principles, with filterable views across multiple segment and persona attributes.
Establishing a customer experience framework
Without a customer experience framework, the startup's separate functions lacked a shared understanding of the entire customer journey, hindering collaboration on the customer journey.
I unified organizational focus and communication by introducing the experience cycle framework from Dubberly Design Office.
I also introduced a cross-functional product coalition meeting to regularly review user feedback, product roadmap, and support issues with company stakeholders. It was a great way to get everyone working together.
Co-managing software product development
Developing new hardware and software in parallel, we managed the software development for multiple professional media management apps on iOS and Android. These apps were designed to pair with GNARBOX’s hardware device, featuring I/O ports for memory cards and other computing technology.
Based on the founders’ product vision, I defined and designed new mobile apps for photographers and videographers that translated typically desktop-dependent workflows into mobile-friendly workflows.
In addition to co-managing software development with the founder and a scrum master, I designed all UX for the mobile apps and hardware interface. Along the way, I improved the engineering team’s retrospective format with a more human-centered discussion model.
Despite shipping later than initially estimated, we launched to excited customers and received positive app store reviews.
Leading a new design direction
The second generation product, more sophisticated and pricier than the first, required a presentation that conveyed its elevated value.
I led a new design direction across all product and marketing, including brand design, user interface, Kickstarter campaign, retail packaging, e-commerce website, customer support portal, and more.
GNARBOX 2.0 SSD was DPReview’s Accessory of the Year, reviewed by industry-leading influencers, covered by camera technology press, and named “the most useful product of 2019” by cinematographer Philip Bloom.
Designing the mobile user experience
GNARBOX 2.0 SSD needed to translate historically desktop-dependent workflows into a new mobile experience.
I led the user experience of the entire platform, featuring on-board buttons, an OLED screen, mobile and tablet apps, with features like file management, multimedia review, task management, WiFi connectivity, USB modes, and wireless operating system updates.
Kickstarter provided GNARBOX with a unique opportunity to build an engaged community of early adopters before the official product launch.
So much goes into delivering a great Kickstarter campaign, from eye-catching content to influencer marketing to online community management. I supported content development for the Kickstarter project and stayed at the office until 5AM the night we launched as we watched customers pour in.
GNARBOX 2.0 SSD was featured by Kickstarter as one of their “Projects We Love” during the campaign and won a “Best of Kickstarter” award. We threw a fun launch party in LA, too.
Launching on Kickstarter
Driving organizational and personal development
As the small startup grew from the founding crew to a staff of 20+ across product development, marketing, QA, and customer support, it needed more structure to support collaborative work.
I engaged all staff in their own leadership development by running personal values workshops and feedback training in the context of organizational development. I revamped core meetings to transform how our people engaged, learned, and coordinated.
It was a tricky balance to maintain the trust of my colleagues while acting as a change agent to improve our organization, but we did it together.
