Transformation

Problems

Rightway's B2B2C product roadmap was driven by hunches and B2B clients, with minimal user (member) research, no real product strategy (opportunistic approach), and the role of design reduced to pixels.
I was hired by the CPO to transform Rightway into become product-driven and human-centered company.

  • Insufficient Understanding of Members' Jobs To Be Done

  • No Real Product Strategy - Opportunistic Approach

  • Mobile and Browser Apps Not Updated in 4 Years

  • NPS Declining

  • Low Member Activation and Engagement

Transformation Journey

I instituted a formal product triad approach (PM, Design, Engineers) and made user and market research a means of evidence-driven product roadmaps. Aligning the product team required developing a product development process. Added 'Mixpanel' to measure real-time member journeys and positioned Design as an Innovation leader.

Results

A robust, design-informed product organization with a culture of member research and continuous collaboration of the product triads across the entire product development. Focusing not just on timelines but on solving real member problems.

adamrnj@gmail.com