Digital Product Re-Launch

THE HOTTEST PRODUCT NO ONE'S USING

When is selling millions of units of product not a success? When new users are leaving the product in the box. That was the challenge facing a multinational athletic brand. So, they quite rightfully stepped into action. They also, quite wisely, brought on ACME to make sure things ran smoothly.

To create a more immersive consumer experience, the client was preparing to reboot its product with more social and community features and launch a commerce enabled website for the category. That meant bringing together players from across the globe.

When ACME came on, the project was already behind schedule, so we took some proactive steps to meet the aggressive timeline. With universal alignment as the goal, we first developed an integrated work plan that included the brand team, IT, digital commerce, its interactive agency and more. This meant a well-defined meeting schedule and communication plan. We also streamlined decision-making, defined goals more clearly and tightened the reins on management. It also helped that we developed strong, trusting relationships – a benefit to any project.

We clearly defined dependencies and milestones and got the global team working in lockstep; it seemed nothing could get in the way of certain success. That is, until just one month before relaunch, when a host of defects in the project were uncovered. This is where all of ACME’s previous hard work paid off.

Because we had put in place such a strong executional structure, we were able to bounce back from a potentially project-destroying setback. The team very quickly prioritized issues and began an around the clock process of fixing and testing defects and issues. The launch achieved liftoff and the project received strong positive feedback both within the company and among users: users who are now actually using.