Product Case Study – Thieve.co

Create a product release checklist that the team at Thieve.co should follow.

Product

• Feature definition: Ensure that engineering teams have all release documentation needed in place.

• UX/UI design: Check for image resolution, latest iOS/Android design specs.

• QA and operations: Test and deploy the new functionality-Usability Testing, Performance Testing.

  Go-to-Market

• Launch date: Decide on a launch date and time and communicate it to all the stakeholders.

• Positioning: Draft a positioning doc or creative brief that covers the key messaging for the launch based on the product vision, the new functionality, and the value it will deliver to end-users.

• Communications plan: Decide on flow of communication and the focal point. How the launch will be announced both inside and outside the organization.

• Marketing content: Create new messaging for the product’s website, advertising and campaigns. Map out all launch emails, blog posts, webinars, social media content, and landing pages.

• Media relations: Setup meetings with the media and provide updates on key capabilities that are coming.

  Systems

• Infrastructure: Make necessary changes to internal monitoring systems, such as analytics or product administration. Make sure that metrics tracking is set up to give meaningful insights.

• Finance: Decide on financial metrics associated and ways to track them

  Sales and support

• Documentation: Complete and approve all product documentation, including release notes, help and troubleshooting guides and FAQs.

• Customer success: Train customer success and service teams on the new product functionality and provide them with necessary technical support materials.

• Partners: Update and enable partners and influencers to help communicate and promote the launch.

• Legal : Make sure legal disclaimers are in place and are vetted by the legal team or external legal consultants. Agreement with AliExpress is signed.

Feedback

Review/Followup: Heads up to the team to discuss what was learned from the launch and how the process could be improved for next features. Prepare surveys for users for their feedback. Solicit pre launch testimonials or success stories.

Create a strategic plan with the following components.