The Prodify Blog

Applying Vision-Led Product Management in the real world.

Ordergroove Case Study: Reframing the Question

The following is adapted from Build What Matters. We’ve worked with Paul Fredrich for many years and across multiple companies. He is currently head of product at Ordergroove, an omnichannel commerce platform that makes subscription purchases and reordering easy. The company has effectively created a new category, which they refer to as “relationship commerce.” While exciting, it has yielded an interesting challenge for Paul at the same time. The abundance of feature ideas, problems to solve, and potential strategic opportunities require him to be highly selective about what to invest in with limited development resources. Although ruthless prioritization is an important function of the head of product, there’s a risk of him being perceived by stakeholders as the “head of saying no to good ideas.”
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Octopus Case Study: Rapid Experimentation

The following is adapted from Build What Matters. Octopus Interactive is a rideshare media company based in Washington, DC. Co-Founder and COO Brad Sayler explains the history of the company and an early product feedback issue they encountered their first few years:
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MarketSmart Case Study: Consistent User Research

The following is adapted from Build What Matters. In late 2017, Elizabeth Weiland heard Ben’s This is Product Management podcast episode on mentorship and reached out to Prodify to find a mentor as she stepped in to become the first Product Manager at MarketSmart. MarketSmart’s products are designed to help fundraising gift officers at nonprofits land more meetings with major and legacy donors, whose donations play a huge part in helping a nonprofit achieve its mission.
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DrFirst Case Study: Clarifying the Direction for a New Product

The following is adapted from Build What Matters. Since 2000, DrFirst has pioneered healthcare technology solutions and consulting services that securely connect people at touchpoints of care to improve patient outcomes. DrFirst calls its product portfolio the “Healthiverse, an interconnected healthcare universe where information silos are shattered and where all stakeholders aspire to a higher purpose: improving patient care.” Prodify started working with their consumer product managers in July 2019, a few months before they launched Huddle, a mobile app to keep medication and medical records organized. The product manager for Huddle, Valerie Garrison, saw how important a detailed vision and strategy are at product launch:
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WHOOP Case Study: Exercising Great Judgment

The following is adapted from Build What Matters. WHOOP was an advisory client for years prior to Ben joining the company as Chief Product Officer in 2020. Founded in late 2011, the company produces a higher-end wearable device and mobile app for tracking overall health. Will Ahmed, Founder and CEO, had a unique customer-focused vision based on a paper he wrote while he was a student at Harvard University titled “The Feedback Tool: Measuring Intensity, Recovery, and Sleep.” His thesis was that properly understanding any one of these physiological statuses requires measuring all of them. Thus, heart rate and other metrics need to be tracked continuously.
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Ten Percent Happier Case Study: Impact Metrics

The following is adapted from Build What Matters. Ten Percent Happier is a mobile app that helps people be happier, healthier and more resilient through meditation. In working with co-founder and head of product Derek Haswell to apply Vision-Led Product Management, his team ran into an interesting challenge. 
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Storyblocks Case Study: The Effects of Vision-Led Product Management

The following is adapted from Build What Matters. Storyblocks is the world’s first stock media subscription service, offering video, audio, and images. We’ve worked with them since 2015 and as their CEO, TJ Leonard, put it,
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CrossLead Case Study: Converging on Product-Market Fit

The following is adapted from Build What Matters. CrossLead is a platform that helps organizations of all sizes plan, manage, and track progress toward achieving important company objectives. It was founded by Navy SEAL David Silverman, co-author of the bestseller Team of Teams, which details the military’s need to become nimbler and more flexible in order to successfully fight Al Qaeda. Many commercial organizations are faced with the challenge of making similar adaptations, but they lack the necessary software tools and frameworks, which CrossLead provides. Nevertheless, the CrossLead team did not see immediate market traction.
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Contactually Case Study: The Power of Focus

The following is adapted from Build What Matters. Initially, Contactually was a customer relationship management (CRM) tool for the long tail, allowing small businesses in virtually any industry to manage customer relationships and communications with easy-to-understand, web-based software. The product team had been receiving input from all directions. Customers requested additional features, sales wanted new demo capabilities, customer support identified bugs to fix, and engineering felt an urgency in addressing overdue technical debt. Internal stakeholders became disconnected and frustrated with the product team, yet further trade-offs still needed to be made.
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