Project 01 Overview

Logitech Extend - New Product Global Launch

Logitech Extend is a single-cable BYOD extender that allows users to bring their own laptop to run meetings on their preferred video platform in either Android or BYOD-based meeting rooms. Guided by Holly Zhou, Head of Product Marketing at Logitech for Business, I worked on the product positioning and messaging, crafted the go-to-market assets, and ensured that the product benefits were accurately communicated globally.

Role

Product Marketing Specialist, designer

Time

8 months, 2024

Supervisor

Holly Zhou, Head of Product Marketing

⚖️ Challenge

Interoperability in the videoconferencing world is increasingly important. Therefore, Logitech released Swytch in 2017, allowing users to utilize any video platform in PC-based video rooms. Today, with USB-C leading laptop connectivity and Android-based rooms prevailing, Logitech introduces Extend to better fit the contemporary videoconferencing ecosystem. For this project, accurately determining the product positioning of Extend within Logitech's product portfolio and the industry has become a major challenge.

🎯 Goals

1) Accurately convey the product benefits. 2) Maintain consistent product messaging across all go-to-market assets. 3) Educate users about the key features in both deployment scenarios, enabling them to select the optimal solution for their needs.

🗂 Solutions

Collaboratively worked with the product and design teams on the overall storytelling and created go-to-market assets based on the aligned storytelling, including the New Product Introduction (NPI) Master CopyDoc, datasheets, product detail pages, and the product pitch deck accordingly.

Logitech Extend Product Detail Page

Interested in the whole project?

Please reach out!

✉️

Email Iris

Project 02 Overview

MeetUp 2 - eTail Launch on Amazon

MeetUp 2, together with the Active USB Cable, is the first rich listing of Logitech conference cameras on Amazon. I collaborated with product marketing team, eTail team, and design team to align the existing marketing assets to the strict, high-performing Amazon template that ensures user experience and customer conversion.

Role

Product Marketing Specialist, designer

Time

3 months, 2024

Team

Betsy Rhine, PMM;

⚖️ Challenge

Since MeetUp 2 is our team's first video conferencing camera launched on Amazon, we initially lacked experience with utilizing Amazon's template and understanding the collaboration process with the internal eTail team. Therefore, the major challenges were to master the best practices for Amazon eTail template quickly and to establish efficient collaboration processes with the eTail team.

🎯 Goals

1) Enhance product visibility on eTail platforms. 2) Boost customer conversion rates. 3) Establish a benchmark for subsequent product launches on Amazon

🗂 Solutions

Established a project timeline with the eTail team, incorporating weekly check-ins; reviewed Amazon's onboarding materials internally and developed a storytelling flow that aligns with the original go-to-market (GTM) strategy but is tailored to the Amazon template.