The challenge 🏔️

Final deadlines around any product launch are always tight and, more critically, immutable. So when raw asset delivery from iRobot’s agency was delayed to within one week of our upcoming OPP launch, I needed to adapt my GTM strategy—fast.

The solutions 💡

I started where it all began– the wireframes for iRobot owned channels (iRobot.com, Amazon, Retail). The least adaptable and most asset-robust of these properties was the iRobot.com website, so this became my north star. I made no changes to the structure of the iRobot wireframe.

However, I audited images and then leveraged agency FPO images and videos to determine where we could adapt legacy or lifestyle images instead of creating net-new ones. With approval from product marketing, I made the decision to limit color variant image placements to above-the-fold, which reduced product page images needs by nearly one-third.

These web channel strategies were a strong start, but it was clear more trimming would be needed to right-size our asset needs and output capabilities to make the launch deadline. So, I turned to the Amazon wireframes next.

Understanding that this channel had more latitude with component structure, I reorganized the component layout of the Amazon page so the content and images from iRobot.com could be repurposed as chicklets and A+ banners. This adaptation meant no new content or imagery would need to be created for the Amazon or retail channels, only resized.

The result ✅

By thinking critically and adapting to last-minute constraints, I successfully reshaped and homogenized channel-to-channel information architecture, reducing the total number of net new images by half without compromising strategy, business objectives, or end-user experiences.

The challenge fortified my relationship with the creative services team by letting them know I was a trustworthy partner who valued their time. Not only was the toolkit delivery deadline readily met, but the new cross-platform parity was so efficient that it became the standard for new product introductions at iRobot.

Tools⬇️	Methods⬇️	Collaborations⬇️
Figma	Problem Solving	Product Marketing
Confluence	Wireframing Information architecture	Creative Services
WorkFront	Information architecture	UX Designers
The DAM	UX content strategy	Amazon/Retail Teams
Excel	Content audits	Developers