Owning a guest-facing mobile app from discovery through launch and into a quarterly iteration loop.
The brand wanted a guest-facing mobile app but had no product function to define what it should be. Stakeholders had strong, conflicting opinions and there was real pressure to ship something fast.
The risk was building a feature pile rather than a coherent product guests would actually use.
Ran guest and stakeholder research to separate real needs from feature requests and frame the core jobs the app had to do.
Defined a focused MVP and a sequenced roadmap, making explicit trade-offs about what would not ship first.
Worked with engineering and design through build, balancing scope against the launch window.
Ran go-to-market — store presence, rollout, and support readiness — for a clean first release.
Stood up a feedback-to-roadmap loop so first-release data drove the next quarter’s priorities.
The roadmap is anchored to a few guest jobs-to-be-done, not a feature wishlist.
A deliberately focused first release with explicit, defensible trade-offs.
Usage data and guest feedback feed directly into prioritization.
A quarterly planning rhythm keeps the roadmap honest and outcome-driven.
The discipline that mattered most was saying no. A tight MVP and an honest iteration loop beat shipping everything at once — and made every later decision easier to defend.