Odyssey*, a flagship smartphone brand, aimed to shift focus from hardware to software innovation, and needed clarity on features that would resonate with a broader market than tech enthusiasts.

I helped them craft a strategy centered on personalization + customization, influencing product roadmaps for over 3 years. Leveraging mixed-methods research from 5 markets, I led concept development and prioritized features on key surfaces like wallpapers, photos, and contacts to make phones feel “unmistakably mine.” I also directed a video campaign with users globally, showcasing stories from high-potential user groups and refining Odyssey’s positioning strategy.

*NDA: Client name changed for confidentiality