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Top 10 Product Case Study Examples with Templates and Samples

Well-crafted case studies can have an immense influence over clients and showcase the success of your products - but how do you create the ones that standout? Are you an aspiring professional, looking to leave a lasting impression through your product case studies? Look no further! Here is your solution ! 

Prepare to be amazed as you uncover startling statistics: companies using case studies effectively in their marketing strategy may experience up to 70% more conversions. Here we present the Top 10 Product Case Study Templates , with examples and samples to inspire and assist your journey.

If you are looking for project business case studies , read our blog to learn more!

Embark The Ladder of Success with Our High-End Product Case Study Templates

With SlideTeam's carefully curated templates designed to maximize engagement and visual appeal, you have everything you need to craft captivating case studies that captivate your target audience. Keep reading to learn about the leading case study templates in detail!

Template 1: Product Case Study Analyst Performing Research Business Automobile Electronic

Professionals in the automobile sector will benefit significantly from this comprehensive template, offering a systematic framework for analyzing goods in the automotive electronics market.

Anyone from product analysts to market researchers to business consultants to those curious about the automotive electronics market might benefit from this template. This template can help you communicate your results clearly, whether you're doing an internal study for your company or making a presentation for customers or stakeholders.

Download now and improve your knowledge of product case study analysis in the automotive electronics industry. 

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Template 2: Case Study Analysis for a Soft Drink Product

Have you ever wondered what goes into a comprehensive soft drink case study analysis? This template reveals the secrets of successful soft drink brands.

The problem statement outlines the soft drink product's issues. It discusses measures to overcome them. Improve your soft drink offering using the template's intelligent ideas. "About Us" gives context for the case study.

Marketing specialists may analyze their soft drink product's market performance and critical initiatives and create expansion ideas. Discover the secrets of successful soft drink products by downloading them now!

Template 3: New Product Management Techniques Strategy Case Study Product Development Strategy

This template inspires and educates professionals and amateurs by fostering product management and development. It helps you discover new product development methods within your industry. It includes a detailed case study of the problems, methods, and results of product development plan execution. It shows how companies can manage brand and customer management.

This template is helpful in engaging customers. It has three phases for strategy, product development, and portfolio management, offering effective results. Why wait?

Template 4: A business case study for automobile product

If you are a business owner in the automobile segment, there is no doubt you may face difficulties in developing innovative and cost-efficient products. NOT ANYMORE! Our next-gen template provides a compelling narrative to address these hurdles. 

By engaging in this case study template, you'll gain insight into the problem-solving process, understand implemented solutions, and evaluate remarkable results achieved. With topics including challenge , solution, outcomes, technology, problem, and client, this template makes an invaluable resource available for instant download. 

Template 5: A case study for financial market product

Are you ready to decipher a successful automobile product company case study? This template unlocks the secrets of auto product success. This template covers the issue, solution, results , and technology. It analyzes the issue and shows how the solution helped the customer.

The template helps marketing teams, and sales professionals identify problems and solutions that produce results. Don't waste this resource! Get this template to amaze your audience with stunning images and powerful outcomes. 

Head to our blog and discover the power of financial case study templates for remarkable impact.

Template 6: Case Study For Production Services One Pager Sample Example Document

You are a production services company that has found itself with an obstacle. Your achievements and success stories are great to showcase but are having difficulty being effectively presented to their target audience. That was until you came up with this AMAZING template.

The template covers a financial market case study in one step. The framework helps marketing teams assess how life events and vacations affect financial market items, allowing tailored advertisements.

Template 7: Stakeholder Product Delivery Case Study

Jeff Bezos once said, "We see our customers as guests to a party, and we are the hosts. It's our daily job to make every important aspect of the customer experience a little bit better." 

This philosophy becomes even more significant during this Product Delivery Case Study template. The template includes a detailed case study of three delivery phases. It shows how product owners overcome their obstacles in terms of customer service. The case study examines how delivery practices affect stakeholders, presenting lessons and recommended practices.

Product developers, shippers, and managers may learn about delivery methods and issues. The template helps project teams meet stakeholder expectations and deliver products smoothly.  Download to captivate users. 

Template 8: Product Development Plan Case Study Product Development Strategy

Are you a successful business looking to navigate the complexities of product development? This template highlights the brand's issues, strategy, and results. The case study shows how the brand satisfied customers and grew their product.

Product managers may improve their practices by studying effective product development techniques. The template may help them identify brand difficulties and create market-positioning strategies. Don't delay! Download to unlock success through strategic innovation.

Template 9: A case study for product launch advertising services ppt powerpoint topics

Launching a product successfully requires more than just a great product; it also demands strategic advertising services. In that case, our template is best. Each case study portion breaks out the issues, solution, focused approach, and successful pricing methods.

It lets you exhibit real-world events, problem-solving, and customer success. It works for startups, existing enterprises, and advertising agencies. It helps you demonstrate the value and effectiveness of your product launch advertising services to customers, stakeholders, and internal teams. Download and implement a practical approach that makes all the difference.

Template 10: New Product Development Proposal For Case Study One Pager Sample Example Document

Walt Disney once said, "If you can dream it, you can do it." This statement perfectly aligns with this template case study details . It covers project description, budget and outcomes, and timeframe. The project description describes the new product's goal, characteristics, and market. 

The budget and results section covers project finances and expected outcomes and benefits. Finally, the timeline shows project milestones and deadlines. Internal stakeholders, decision-makers, and investors who need a brief but complete knowledge of the proposed new product should use this form. Download to present your new product development idea clearly and aesthetically. 

Unleash Innovation with Us

The availability of top 10 product case study examples with templates and samples provides invaluable resources for businesses and professionals. These SlideTeam templates stand out as excellent options for showing success stories. 

Don't miss the chance to enhance client case studies by reading our blog on must-have templates .

Use these slideshow-quality presentation pieces to captivate audiences through compelling case studies using SlideTeam templates!

FAQs on Product Case Studies

What is a product case study.

Product case studies provide an in-depth examination and examination of a particular product's development, marketing, and performance. They give insight into how a product was conceptualized, its challenges during production, strategies implemented for its success, and outcomes realized, often including details regarding the target market, competition, features of the product offered for marketing campaigns, and customer feedback. They serve as invaluable resources for businesses and professionals seeking insight into effective product strategies while learning from real-life examples.

What should be included in a product case study?

Product case studies provide an in-depth examination and analysis of one specific product's development, marketing, and performance from its initial concept to market launch and beyond. They examine every stage in its lifecycle from conceptualization through market launch. Product case studies provide valuable insights into the development process, the challenges encountered, and strategies implemented to overcome them. Businesses and professionals can benefit from studying successful product case studies to gain valuable knowledge about target markets, competition, features of products or features of effective marketing campaigns, customer feedback, and more. 

How can product case studies benefit businesses and professionals?

Product case studies offer numerous benefits to businesses and professionals. First, they are real-life examples of successful product strategies so others may gain insights from proven approaches. Case studies give businesses an in-depth view of market trends, customer preferences, and competitive landscapes. They also showcase challenges faced during the product development process that were overcome, serving as valuable lessons for future endeavors. Product case studies increase credibility and trust by showcasing past achievements and drawing in potential customers and stakeholders.

What role do templates and samples play in creating impactful product case studies?

Templates and samples play a crucial part in crafting influential product case studies. By providing a structured framework and format that guides the presentation of information, ensuring consistency and clarity, templates can help save both time and effort by offering pre-designed layouts, graphics, and placeholders that allow users to focus on content creation without spending hours making drafts from scratch. Samples serve as references showing successful case studies that can serve as sources for inspiration in storytelling techniques that work - businesses and professionals can utilize these to streamline the creation process.

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Product Case Studies: Examples and Best Practices for Success

Discover the power of product case studies with our comprehensive guide.

Posted May 15, 2023

Table of Contents

Product case studies are an important tool that businesses use to showcase their products and demonstrate their value. They are especially crucial for companies that have innovative and complex products that require explanation and demonstration to potential customers. A product case study can help potential customers to understand a product's features, benefits, and the results they can expect when using it. In this article, we will explore the importance of product case studies, how to identify the right products for case studies, tips for creating compelling case studies, and best practices for promoting them.

Why Product Case Studies are Important for Businesses

Product case studies provide businesses with a platform to showcase their products in a real-life scenario and demonstrate how they solve customers' problems. By doing so, businesses can communicate the value of their products to potential customers and build trust with them. According to a study by MarketingSherpa, 71% of B2B buyers read case studies during their decision-making process, making them a highly effective marketing tool. Case studies provide social proof and credibility that inspire others to use the product and generate leads. Additionally, product case studies can be repurposed into blog posts, website pages, social media posts, and email marketing campaigns, giving businesses an ongoing source of content to engage their audiences.

How to Identify the Right Products for Case Studies

The first step in creating a successful product case study is identifying the right product to showcase. The ideal product is one that solves a problem that your ideal customer faces, has unique features that set it apart from competitors and generates positive results. It's important to consider the availability of resources, such as time, budget, and personnel. You also need to assess how representative the product is of your business's value proposition and goals. Finally, consider the potential impact of the case study and how well it aligns with the target audience's interests.

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Tips for Choosing the Best Format for Your Product Case Study

The format of your product case study will depend on the product, audience, and objective of your study. Common formats include written case study, video case study, podcast case study, and presentation format. The chosen format should match the objectives of your study, the target audience's preferences, and your available resources. The format should be well-designed, clear, persuasive, and include all relevant information that the reader or viewer needs to know about the product.

Elements of a Compelling Product Case Study

Effective product case studies share certain elements that make them compelling to readers and viewers. The elements include the background of the company and customer, the problem or pain point that the customer faced, the solution offered by the product, the implementation and usage of the product, and the results achieved by the customer. A good product case study should be well-structured, engaging, and informative. It should have a clear and concise message, a call to action, and be supported by data and quotes from the customer or expert.

Steps to Creating a Successful Product Case Study

The process of creating a successful product case study encompasses various steps that businesses should undertake. The first step is to identify the product, identifying the customers who use it and their needs. The second step is to collect data by researching, interviewing customers and experts. The third step is to create a structure or outline that guides the case study, including the key elements mentioned above. The fourth step is to draft the case study, edit it, and get feedback from customers and experts. Finally, businesses should promote the case study to their ideal audience through multiple channels.

Real-life Examples of Successful Product Case Studies

There are numerous examples of successful product case studies that businesses can use to inspire their strategies. One example is the Dropbox case study, a written case study that showcases Dropbox's product's integration with other services, cost savings for businesses, and customer feedback. Another example is the Hubspot case study, a video case study that focuses on the customer's business challenges, the solution, and the results achieved by their partnership with Hubspot. These case studies are well-written, engaging, and informative, providing valuable insights for potential customers.

How to Measure the Success of Your Product Case Study

After creating and promoting a product case study, it's essential to track its success to improve future strategies. Metrics such as the number of views, engagement, clicks, leads generated, sales, and customer retention rate can provide insights into the case study's effectiveness. Additionally, reviewing customer feedback such as testimonials, ratings, and reviews can give businesses valuable insights into the impact their product case study had on customers.

Best Practices for Promoting Your Product Case Studies

After creating a product case study, it's critical to promote it to reach your ideal audience effectively. Best practices for promoting your product case studies include using multiple channels such as social media, email marketing campaigns, press releases, website pages, blog posts, and paid advertising. Additionally, segmenting the audience based on their interests and preferences can increase engagement and lead generation. Finally, businesses should measure and analyze the metrics to adapt their strategies based on the case study's feedback.

Common Mistakes to Avoid in Creating Product Case Studies

Creating compelling and effective product case studies can be challenging, and it's essential to avoid common mistakes that can hinder their impact. Common mistakes include failing to target the right audience, not having a clear message or value proposition, making the case study too sales-oriented, or lacking concrete data and statistics. It's crucial to have a thorough understanding of the product, the customers, and their needs, and providing an objective evaluation of the results to avoid these pitfalls.

How to Use Customer Feedback in Your Product Case Studies

Customer feedback is an essential source of insights for businesses that want to create engaging and effective product case studies. The feedback can be collected through customer satisfaction surveys, interviews, and reviews. By incorporating customer feedback in product case studies, businesses can improve the credibility of the study, provide social proof and build trust with potential customers. Additionally, customer feedback can help businesses to improve their products, services, and marketing strategies based on customer needs and preferences.

The Role of Storytelling in Creating Effective Product Case Studies

Storytelling is a powerful tool in creating compelling and persuasive product case studies. By telling the customer's story, businesses can connect emotionally with potential customers and demonstrate the benefits, value, and relevance of the product. Storytelling can also make the case study more engaging, memorable, and relatable. The story format can help simplify complex concepts and make it easier for customers to understand the product's features and benefits.

Tips for Conducting Interviews with Customers and Experts for Your Product Case Study

Conducting interviews with customers and experts is a crucial step in creating accurate and informative product case studies. Tips for conducting successful interviews include preparing a structured agenda or script, identifying the right experts and customers, asking open-ended questions, listening actively, taking detailed notes, and following up after the interview. By conducting thorough and well-prepared interviews, businesses can gather valuable insights, quotes, and data that can help shape the product case study effectively.

How to Incorporate Data and Statistics in Your Product Case Study

Data and statistics can provide valuable insights that justify the value and impact of the product being showcased in the case study. When incorporating data and statistics in a product case study, it's essential to use credible and reliable sources, present the data in a clear and concise format, and link the data to the customers' needs and challenges. Data and statistics can also help businesses to identify trends and patterns in their customer behavior and preferences, leading to better marketing strategies and product development.

The Benefits of Using Video in Your Product Case Study

Video is a powerful and engaging format that can increase the impact and reach of product case studies. Video case studies can offer a more immersive and engaging experience for potential customers, allowing them to see the product's features, benefits, and value in action. Video case studies can also be easily shared across multiple social media platforms, generating greater brand awareness and recognition. Additionally, video case studies can provide visual data, graphs, and diagrams that can be more impactful than written or spoken testimonies.

How to Leverage Social Media to Amplify your Product Case Study

Social media is a powerful tool that can be used to amplify the reach and engagement of product case studies. Tips for leveraging social media include identifying the right social media platforms, creating shareable content that resonates with the audience, using relevant hashtags, tagging influential people in the industry, and promoting the content to targeted audiences. Social media can also be used to generate feedback, encourage testimonials, and gain insights into customers' views and opinions.

The Importance of A/B Testing in Optimizing your product case study

A/B testing can provide valuable insights into how potential customers interact with product case studies and what elements are most persuasive. A/B testing involves creating two versions of the product case study, each with a slightly different element, such as colors, headlines, or calls to action. By measuring how customers interact with each version, businesses can identify which elements are most effective and optimize the case study accordingly. A/B testing can lead to increased engagement, conversion rates, and customer satisfaction.

Best practices for collecting qualitative data through surveys and interviews

Collecting qualitative data through surveys and interviews is a valuable source of insights for product case studies. Best practices for collecting qualitative data include creating a structured interview process or survey, identifying the right questions, avoiding leading questions, listening actively, encouraging detailed responses, and using open-ended questions. Additionally, businesses should ensure confidentiality and anonymity to encourage honest and objective feedback from customers and experts.

Top mistakes businesses make when creating product case studies

Creating effective and compelling product case studies can be challenging, and businesses can make common mistakes that can hinder their impact. Common mistakes include not targeting the right audience, failing to have a clear message or value proposition, making the case study too sales-oriented, and lacking concrete data and statistics. It's crucial to have a thorough understanding of the product, the customers, and their needs, and providing an objective evaluation of the results to avoid these pitfalls.

The role of branding in creating an effective product case study

Branding plays a crucial role in creating an effective and persuasive product case study. The case study should reflect the brand identity and voice, including logos, fonts, and colors. It should also align with the target audience's preferences and interests and embody the brand's values, mission, and vision. An effective product case study should differentiate the brand from competitors and communicate the unique selling proposition. Lastly, brand consistency should be maintained across all channels and formats used to promote the case study.

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50 Product Management Case Studies

We often wonder what kind of process other product teams have created, planned, and most importantly, how they have implemented it. That is why we at Producter have compiled 50 different case studies for you.

2 years ago   •   4 min read

We often wonder what kind of process other product teams have created, planned, and most importantly, how they have implemented it.

That is why we at Producter have compiled 50 different case studies for you.

Brought to you by Roadmape

1- Rules of Flow for Product Management: an AirBnB Case Study

“Engagement” is a term that is so overused in product management that it has almost lost its meaning. So often I’ve heard from teams, “We’ll measure the success of this test with engagement,” which could mean anything from feature click-through to bounce to we-aren’t-really-sure-this-will-drive-conversion-so-we’re-hedging-our-bet. Underneath, the reason this term has been co-opted and jargonized is that genuine, productive engagement can be ramped toward long-term customer loyalty. And loyalty pays off: a loyalty increase of 7% can boost lifetime profits per customer by as much as 85%, and a loyalty increase of 3% can correlate to a 10% cost reduction ( Brand Keys ).

2- The Psychology of Clubhouse’s User Retention (...and churn)

3- Netflix Q1 ’21 Subscriber Growth Miss: Can We Avoid Another One?

As a data analyst supporting a mobile subscription business , Netflix’s Q1 ’21 subscriber growth miss is a classic example of when I would get called for recommendations to prevent a miss in the future. I thought this would make an interesting case study to discuss my approach to finding insights to drive subscriber growth. Sadly I’m not a Netflix employee and will be limited to publicly available data but the wealth of information on the Internet about Netflix is sufficient to generate insights for this case study.

4- Amazon Go Green

As part of the Design Challenge from productdesign.tips, our team came together to find ways for Amazon to encourage more sustainability on their e-commerce platform. As with any unsolicited design project, the challenge comes with a lack of access to application analytics and technical feasibilities. Nonetheless, the question remains: How might we design checkout screens for an e-commerce app to help people recycle the goods they buy?

5- Quora Case Study – The Wonderful World of Quora

Quora has become a substantive resource for millions of entrepreneurs and one of the best sources for Business to Business market. Majorly used by writers, scholars, bloggers, investors, consultants, students this Q/A site has much to offer in terms of knowledge sharing, connection building and information gathering.

6- Building a product without any full-time product managers

Jambb is an emerging social platform where creators grow their communities by recognizing and rewarding fans for their support. Currently, creators monetize fan engagement through advertisements, merchandise, and subscriptions, to name a few. However, this only represents 1% of fans, leaving the other 99% (who contribute in non-monetary ways) without the same content, access, and recognition that they deserve.

8- What if you can create Listening Sessions on Spotify

Summary: The project was done as a part of a user experience design challenge given to me by a company. I was given the brief by them to work on a feature of Spotify and I spent around 25–30 hours on the challenge in which I went through the entire process, from the research to testing.

9- Redesigned Apple Maps and replicated an Apple product launch for it

Quick-fire question; what is the single most important and widely used feature in a phone — asides from texting and instant messaging friends, coworkers and family? Maybe you guessed right, perhaps this feature is so integrated into your life that you didn’t even think about it — either way, it is your phone’s GPS. It is reasonable to say that GPS technology has changed society’s lives in ways we never could’ve imagined. Gone are the days of using physically printed maps and almanacks, when we now have smartphones with navigation apps. Since the launch of the iPhone and the App Store, consumers have been able to use different apps for their personal navigation needs. Everyone has a preference, and apps have come out to try and address every need.

10- Intuitive design and product-led growth

In 2018, Miro was hardly a blip on the radar in the Design world. Fast forward two years, and suddenly Miro is solidly the number one tool for brainstorming and ideation.

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Case Studies for Product Management: A Deep Dive

We can all agree that applying real-world product management strategies is crucial for success.

This comprehensive guide dives deep into illuminating case studies across various industries, providing actionable insights on critical decision-making frameworks.

Introduction to Product Management Case Studies

Product management involves overseeing a product from conception to production to ensure it meets customer needs. Frameworks like the Product Development Life Cycle provide structure for taking a product through different stages like planning, prototyping, development, and growth.

Studying real-world examples is invaluable for gaining insight into successful product strategies across industries. By analyzing concrete case studies, product managers can understand how top companies conceptualize, develop, and improve their offerings.

Defining Product Management and its Frameworks

The role of a product manager is to understand customer needs and guide development of solutions. This involves research, planning, coordination across teams, and analysis.

Some key frameworks provide processes for product managers:

• Product Development Life Cycle - Conceptualization, Development, Growth, Maturity Decline
• Jobs To Be Done - Focusing on the job the customer aims to get done
• Design Thinking - Empathizing, Defining, Ideating, Prototyping, Testing

These frameworks help structure product decisions and strategy.

Importance of Best Case Studies for Product Management

Analyzing detailed examples of product management in action provides:

• Real-world demonstrations of frameworks
• Examples of product development decisions
• Insights into product successes and failures
• Strategies across industries and product types

By studying case studies, product managers can learn best practices to apply in their own work.

Overview of Industries and Product Case Study Examples

Upcoming sections will explore product management case studies from:

• Technology - Software, hardware, apps
• Retail & ecommerce - Online and brick-and-mortar stores
• Financial services - Banks, investment platforms
• Healthcare - Electronic medical records, patient apps

Specific companies like Apple, Nike, Intuit, Kaiser Permanente will be used to demonstrate product decisions.

What are case studies for Product management?

Case studies provide in-depth analyses of how real products were developed, launched, and iterated on over time in order to achieve success. They offer product managers valuable insights into proven product management strategies across various industries.

By examining case studies, product managers can learn how top companies approached critical activities like:

• Conducting market research
• Defining product requirements based on user needs
• Prioritizing features and functionality
• Developing prototypes and minimum viable products (MVPs)
• Designing effective user experiences
• Iterating based on user feedback
• Tracking key metrics and optimizing
• Developing go-to-market strategies
• Scaling successfully

Additionally, case studies allow readers to understand the reasoning behind key decisions, including both successes and failures. They provide a unique inside look at product development processes through real examples.

Overall, product management case studies enable new and experienced product managers to enhance their approach by learning from past experiences across a diverse range of companies, products, and industries.

How to make structure in case studies for Product management?

Studying product management case studies is a key step to understanding real-world examples of product strategies and decision-making. When analyzing case studies, having a clear framework helps extract key insights. Here are four steps to structure your analysis:

Evaluate the Need

• What customer problem does the product solve?
• How was the need validated through research?
• What metrics indicate the market size and demand?

Validate the Solution

• How does the product solution address the key pain points?
• Were experiments and prototypes done to validate assumptions?
• What early traction or usage metrics demonstrate solution fit?

Set Goals and KPIs

• What key goals and objectives guide the product roadmap?
• How do key performance indicators track progress towards goals?
• What metrics align to the customer and business goals?

Evaluate Decisions and Outcomes

• What key decisions shaped the product strategy and features?
• How did experiments and iterations impact the product direction?
• What final business and customer results were achieved?

Using this structure ensures you gather insights across the product lifecycle - from identifying needs, defining solutions, to measuring outcomes. Analyzing case studies this way quickly reveals the key decisions and strategies behind a product's success.

What are the 4 types of case study?

Case studies are an effective way to showcase examples of successful product management strategies and provide valuable insights into real-world scenarios. There are four main types of case studies:

Illustrative Case Studies

These provide a descriptive overview of a product, business, or industry. They tell the story of a product's development, struggles and successes. Illustrative case studies help set the scene and provide context.

Exploratory Case Studies

Also known as pilot case studies, these are condensed case studies performed before implementing a large scale investigation. They aim to gather preliminary data and help determine the focus, design and feasibility of a larger case study.

Cumulative Case Studies

These aggregate quantitative information from several sites or sources. They compile data in order to answer a research question, like assessing the performance of a product across a variety of markets.

Critical Instance Case Studies

These examine a single instance of intense interest. They provide valuable insights from a business success or failure. For product managers, these help illustrate how even minor details can impact product adoption and performance.

How to prepare for case study interview for product manager?

Preparing for a case study interview as a product manager candidate requires focused preparation across four key areas:

Understanding the Case Study

• Research the company, product, industry, and business context thoroughly to identify potential issues and scenarios the case study may present.
• Review your knowledge of key product management frameworks like market sizing, PRD writing, prioritization matrices, and financial modeling to brush up on core competencies.

Knowing the Interviewers

• Understand the background and seniority level of the interviewers. More senior panelists may expect more strategic thinking vs tactical execution.
• Identify any particular viewpoint an interviewer may bring given their role - engineering, design, growth, etc.

Setting Assumptions

• Clarify any assumptions you can make about the case details upfront instead of getting derailed later.
• Be ready to set limitations around scope, resources, timelines, budgets, or success metrics if not explicitly provided.

Applying Strategy

• Use an open-ended, discovery-based approach for broad business challenges without an obvious solution path.
• Leverage a more narrow, focused analytical strategy for executional cases with clearer parameters.

Following this four-step approach when preparing for a case study interview enables product manager candidates to systematically evaluate the situation, tailor their approach, and demonstrate strong analytical abilities sought after in PMs. The ability to clarify, strategize, and execute under ambiguity is what interviewers look for.

Product Development Case Studies

This section features examples of innovative and user-focused product development processes that led to successful outcomes.

Apple iPod's Intuitive Design Principles

Apple's development of the iPod is a great case study for simple, intuitive product design centered around understanding user needs. When Apple was developing the iPod, they focused extensively on the user experience and identifying pain points in existing MP3 players.

Some key insights that guided the iPod's design:

• Users wanted to easily carry their whole music library with them
• Managing and scrolling through huge song libraries was tedious
• Existing players had complex, confusing controls

To address these issues, Apple designed the click wheel interface to make scrolling through songs incredibly simple and fast. The intuitive menu system also made adding songs easy. And using a compact, hard drive-based design allowed the iPod to store thousands of songs so users could carry their whole library.

The end result was a revolutionary product that felt almost magical to use because it understood and solved core user needs so well. The iPod's intuitive design shows how focusing on user experience over specs can lead to market-defining products.

Iterative Improvement in Google Maps

Google Maps exemplifies a data-driven, iterative approach to product improvement. After launching Maps in 2005, Google constantly monitored usage metrics and user feedback to guide improvements.

Some key iterative changes:

• Added more business information and integrated reviews after seeing people search for places
• Improved driving directions with features like traffic data and alternative routes based on user complaints
• Added Street View and walking directions to address user needs beyond just driving

This methodical improvement process, driven by real user data, allowed Google Maps to completely dominate digital mapping and navigation despite strong competition from established players like MapQuest early on.

The ongoing success of Google Maps highlights that launching the perfect product out of the gate is nearly impossible - you need an iterative process fueled by usage metrics and user input.

Amazon Kindle: Filling the Market Gap

The Amazon Kindle provides an excellent case study in identifying and addressing gaps in existing markets. The Kindle team realized there were no truly great hardware devices focused exclusively on long-form reading.

They saw an opportunity to create a better reading experience by analyzing pain points with physical books:

• Books can be heavy and bulky during travel
• Finding new books means physically going to stores
• Paying for individual books adds up in cost

To solve these user problems, Amazon designed the Kindle ereader hardware to be extremely portable while giving on-demand access to Amazon's massive ebook library.

Additionally, they offered subscriptions and cheaper pricing models for digital content through the Kindle Store ecosystem. This revolutionary approach filled the market gap for dedicated digital reading hardware and content delivery that consumers were waiting for.

The runaway success of Kindle highlights the opportunities in understanding pain points with current solutions and addressing them with innovative new products.

Product Management Case Study Framework

Case studies provide invaluable insights into real-world applications of product management best practices. By analyzing examples of successful and failed product launches, product managers can identify effective frameworks to guide strategic decision-making. This section explores key frameworks evident across product management case studies and how cross-functional teams, market validation techniques, and lean principles contribute to positive outcomes.

Utilizing Cross-Functional Teams

Collaborative teams comprising diverse expertise increase the likelihood of creating products that effectively solve customer needs. Case studies demonstrate that supporting collaboration between product managers, engineers, designers, and business stakeholders leads to:

• Enhanced understanding of customer problems
• Validation of product solutions against real user needs
• Improved transparency and buy-in across organizations

For example, the case study XYZ shows that increased coordination between product and engineering during development boosted software quality by 34%. Similarly, early designer inclusion at ACME refined the user interface and improved conversion rates after launch.

Market Research and Validation

Case studies consistently highlight the importance of upfront market analysis and continuous customer validation to create successful products. Common factors include:

• Comprehensive competitor analysis to identify market white space
• Dedicated qualitative and quantitative market research around problem/solution fit
• Multiple rounds of prototype tests with target users at each product stage gate

The case study for 123Workforce illustrates this. By gathering over 500 customer discovery interviews, the product validated strong demand for a new employee scheduling tool. This market validation supported business case approval to build an MVP.

Lean Product Development Techniques

Case studies demonstrate that lean principles enable effective product iteration based on real user feedback versus internal assumptions. Specifically:

• Minimum viable product (MVP) releases help fail fast and cheaply
• Continuous build-measure-learn loops rapidly incorporate user inputs
• Evidence-based prioritization focuses on the highest customer value features

For example, PlanHub’s early MVP launch gathered inputs from initial users to refine core features rather than overinvesting upfront. This lean approach facilitated quicker time-to-market and product-market fit.

In summary, case study analysis provides frameworks to help product managers incorporate cross-functional participation, customer validation, and lean methods for successful product outcomes.

Product Launch and Marketing Case Studies

This section highlights creative, strategic product launches and marketing initiatives that generated significant consumer interest.

Dropbox's Innovative Referral Program

Dropbox pioneered referral marketing in the SaaS industry with its onboarding flow that rewarded users for sharing the product. This helped Dropbox rapidly acquire customers in a capital-efficient way in the early stages.

Some key aspects of Dropbox's referral scheme that made it effective:

• Frictionless sharing: Users could easily access a unique referral link to share Dropbox with friends and family. The seamless referral integration incentivized sharing.
• Reward structure: Both referrer and referee got extra storage space for signing up, appealing to primary needs of users.
• Virality: Strong incentive structure combined with easy sharing options enabled Dropbox's impressive viral coefficient.

The referral program strategy supported Dropbox's rapid user base growth and helped establish it as a leading file hosting/sharing SaaS application.

Leveraging Slack's Freemium Model

Slack employed a tactical shift from a paid-only model to a freemium pricing strategy. This opened doors for viral enterprise adoption by allowing teams to try Slack's communication software for free up to a usage limit.

Key aspects that made Slack's freemium work:

• Generous free tier: The free version provided enough value for small teams to collaborate. This established stickiness.
• Self-service signup: Smooth self-service signup enabled easy adoption by businesses without sales interaction.
• Virality features: Free teams could invite other free teams, propagating usage. Upgrades were natural with business growth.

Enabling teams to try the product risk-free via the freemium version supported Slack's rapid business growth . It helped position Slack for success in the team communication software market.

Peloton's Premium Positioning

Peloton pioneered the high-tech fitness bike concept with integrated digital content. Its marketing focused on positioning Peloton as a premium product to justify the $2000+ pricing.

Strategic aspects of Peloton's positioning:

• Targeted high-income consumers who valued premium brands as status symbols. This supported the elevated pricing.
• Curated aspirational brand content around exclusive lifestyles to promote product desire. Raked in sales despite pricing.
• Stimulated engagement via leaderboards and social features to lock in recurring subscription revenue.

The premium marketing positioning strategy enabled Peloton to drive rapid sales growth despite its high ticket prices relative to traditional exercise bikes.

Product Management Case Study Interview Insights

Case study interviews are a crucial part of the product management interview process. They allow candidates to demonstrate their analytical thinking, problem-solving abilities, and understanding of user experience best practices. Preparing for case study questions and mastering methods like the STAR approach can help PM candidates stand out.

Mastering the STAR Method

The STAR method is an effective framework for structuring responses to case study interview questions. STAR stands for:

• Situation - Set the context by concisely outlining the background of the case study.
• Task - Describe the problem you need to solve or goals you need to achieve.
• Action - Explain the step-by-step process you would take to address the situation. Show your analytical approach.
• Result - Share the outcome of your proposed actions and how they achieve the desired goals. Quantify the impact if possible.

Using the STAR method demonstrates you can methodically break down complex issues and drive towards solutions. When executed well, it highlights critical PM skills like prioritization, metrics-driven thinking, and cross-functional collaboration .

Analytical Thinking and Problem-Solving

Case study interviews evaluate your comfort with ambiguity and your capacity to structure unclear problems. Interviewers look for analytical thinking - your ability to synthesize data, identify root causes, and balance tradeoffs.

Shine a light on your analytical abilities by:

• Asking clarifying questions before diving into solutions
• Mapping out all stakeholders and components of the system
• Determining which metrics are most important and relevant to track
• Proposing hypotheses before making decisions
• Quantifying the impact of your recommendations with estimates

This showcases your aptitude for breaking down and solving complex product challenges.

Highlighting User Experience Outcomes

While analytics are crucial, PMs must balance quantitative rigor with qualitative empathy. Case studies let you demonstrate user centricity - evaluating ideas through the user's eyes.

To highlight UX sensibilities, discuss how your solutions:

• Simplify or improve key user flows
• Reduce friction during onboarding
• Increase retention by solving pain points
• Improve satisfaction via new delighters

This underscores the customer value created and your ability to advocate for users. Quantify improvements to showcase your user focus.

Ongoing Product Management Case Studies

This section focuses on outstanding examples of continually evolving products by listening to users and proactively addressing their needs.

Duolingo: Mastering App Gamification

Duolingo has refined their app over time to balance user enjoyment and motivation to drive engagement. For example, they introduced timed practice sessions and streak bonuses to incentivize daily use. They also gamified the experience with virtual rewards and levels to make language learning fun. As a result, Duolingo has over 500 million downloads and has become the world's most popular language learning app. Their case demonstrates the value of continually optimizing gamification elements based on usage data.

Amazon: A Culture of Customer Obsession

Amazon's customer-centric culture focuses on constant refinement of the user experience. For example, they use customer feedback and behavior data to surface relevant products and recommendations. They also optimize delivery speed and convenience through initiatives like Prime and same-day delivery. This obsession with understanding and serving customers has helped Amazon dominate multiple industries online. Product teams can learn from Amazon's disciplined approach of aggregating signals from users and translating insights into interface improvements.

Uber: Strategic Market Expansion

Rather than rapidly expanding globally, Uber tailored its rollout strategy city-by-city. This allowed them to adapt their product and operations to address local needs. For example, they integrated cash payments in India where credit card use is lower. They also customized promotions and subsidies by market to balance growth and profitability. Uber's patient but deliberate expansion enabled sustainable gains that a rushed, untargeted strategy may have compromised. Their expansion playbook demonstrates the merits of crafting versatile products that serve regional variations.

Key Takeaways and Best Practices

The product management case studies explored demonstrate several essential insights and best practices:

The Centrality of User-Centricity

Deep understanding of user needs and putting the customer first were critical success factors across many examples. Companies that made user research and testing core to their process were best able to refine their offerings.

The Power of Continuous Iteration

Few companies got their product right from day one. The most effective demonstrated a commitment to constant iteration based on user feedback rather than striving for perfection at launch.

Innovative Strategies in Action

We saw clever approaches to pricing, promotion and user acquisition. For example, one company offered free plans to students to drive adoption and another used influencer campaigns on social media to increase awareness.

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This article will explore how product management side projects can catalyze professional development by allowing you to experiment with new methodologies and enhance your skillset.

This comprehensive guide promises to equip you with a structured approach to tackling product case studies. You'll gain frameworks to methodically analyze prompts and craft insightful solutions.

Through real-world application, valuable feedback, and community engagement with groups like The Product Folks, PMs can significantly accelerate their skill development and expertise in the dynamic field of product management.

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New Product Development - The 7-Step Process Explained

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Delivering innovative products can help you gain a competitive advantage, but maintaining that advantage requires continuously delivering new products that keep pace with your customers' evolving needs. New product development is the key to building and keeping market share and customer loyalty.

What is new product development?

New product development is the end-to-end process of creating a product that has never been brought to market—from idea to concept, prototyping, developing, testing, and launch. It involves building a product strategy and roadmap to successfully guide cross-functional teams and stakeholders through the entire process.

Unlike product enhancements and upgrades that modify and improve existing products, new product development addresses the unique challenges of designing and delivering brand-new products. This article discusses the seven stages of new product development, some challenges Agile teams face along the way, and how you can succeed.

The 7 stages of new product development

Successful Agile software development takes careful planning and good project management practices . The seven stages of new product development guide you through the process by breaking the work into stages or steps.

1. Generating ideas

Every new product begins with a problem and ideas to solve it. Ideas may come from within the company, such as the customer service team, or from outside via customer and market research. In this phase, it's important to gather all ideas without discrimination. The more ideas you can brainstorm, the better.

Products such as Jira Product Discovery help product teams structure the chaos of prolific ideas. Ideas can be supported by data, customer feedback, sales input, support tickets, and more to help shape what the product team should focus on, creating ongoing feedback loops. Idea generation is most effective as a team activity with the outcome of developing the essential elements for a new product. 

To help you prioritize ideas, methods such as a SWOT or Competitive analysis take the guess-work out of the process. When generating ideas, having a clear understanding of where opportunities exist and knowing how the competition stacks up can lead to brainstorming disruptive and game-changing ideas.

2. Screening ideas

Agile teams can use Jira Product Discovery matrixes to view a large number of ideas, using criteria such as impact, effort, and confidence level before scoring and selecting which ideas to move into the next phase. Gathering and organizing product ideas in a centralized tool makes it easier for product teams to prioritize which ideas or features will drive the most impact.

Scoring ideas by product development effort versus the overall impact of the solution is an excellent way to focus on those with the most impact. The SWOT and competitive analysis templates from step 1 can provide the foundation for where to place priorities. 

You can also identify good ideas that are simply not right for this new product but may be suitable for future products and the goals of the team. Screening ideas can be difficult, but aligning each good idea to your goals and comparing its impact to other ideas will help identify the most impactful opportunities.

3. Creating a product strategy

After selecting ideas to develop into a new product, it's time to create your product strategy. This is a concise definition of the need that the new product meets. A good product strategy includes the vision, target market or user, position in the industry, features and benefits, and the value the new product brings to the business. This phase involves creating a clear definition of the requirements.

Confluence offers a strategic plan template that can help you refine your strategy messaging, remove ambiguity, and clearly communicate the goal. From here, the Confluence requirements template walks you through the process of outlining your objectives and success metrics, listing assumptions and options to address them, and adding supporting documentation. These efforts include prototyping and validating with customers, ensuring the product being built will be something that customers actually want.

4. Building a product roadmap

A product roadmap is an action plan. It outlines product functionality and release schedules and helps you manage new product development. Think of the roadmap as the core communication tool for short- and long-term efforts that align with your business goals. It's a shared source of truth for a product’s vision, direction, priorities, and progress over time. Creating a great product roadmap keeps your entire team working together and moving in the same direction (try our product roadmap template ). They also make it easy to check in on the work at any time throughout the product development life cycle.

Product teams using Jira Product Discovery can then share their product strategy using always-up-to-date, custom roadmaps to present which ideas will be built, when, and why.

5. Prototyping

Time to market is critical for new product development, and your ability to rapidly prototype and develop products ensures viable solutions. Jira Product Discovery’s integration with software development tools like Jira  makes it easy to seamlessly connect your entire software delivery lifecycle.

Defects and change requests are simply a fact of new product development, but concise tracking and issue management keep everyone on your team informed, organized, and on schedule. Testing can span both internal quality assurance (QA) teams as well as customers and end users engaged in alpha, beta, or user acceptance testing. Jira  is the leading tool that Agile teams use for testing, in part because it optimizes the QA workflow by writing and managing test scripts, tracking test cases, and managing defects. 

The product roadmap template from the previous step, along with other Confluence project planning templates , also inform testing and help ensure you miss nothing.

7. Product launch

You only get one chance to make a good first impression, and launching a new product requires careful planning and delivery. Every step in the process is a building block to a successful launch. Confluence’s product launch template helps ensure a smooth launch.

Additionally, sales and marketing, HR, and legal teams are already using your product strategy and roadmap to align messaging, identify opportunities, and ensure regulatory compliance. Using Jira , they can seamlessly connect their work with the product team’s. It provides a streamlined UI and integrations with the tools they use daily, such as Gantt charts and spreadsheets.

4 main types of product development

There are four types of product development, including:

• New product development : These are products that haven’t been released in the market before, such as software applications that solve new or novel customer problems. 
• New product categories : These products may not be new to the marketplace, but they are new to the company developing them. For example, a software company may expand their offering to include products within the category they currently develop, such as adding tax accounting to their portfolio of personal finance applications. 
• Product line extensions : These expand the products offered within the organization’s existing range of products, such as adding new industries within a category. For example, a company may develop accounting software for the construction industry and decide to extend their accounting software to the airline industry.
• Product enhancements : These are new features and capabilities within existing products. Companies generally design them to provide customers with new or added value. Enhancements respond to changes in the market, performance issues, or new competitive products. 

Example of new product development

Whether creating a new product that hasn’t been seen in the market before, or expanding an existing application to address new geographic locations, understanding the time it will take to develop is essential. 

Jira insights help teams make data-driven decisions based on their own historical progress. Insights can come from every aspect of the product development process and provide continuous improvement opportunities with each new product development project.  

3 challenges teams encounter in the new product development process

Great tools can help alleviate the challenges of new product development. Understanding these challenges and how to address them can keep your team on track for a successful launch.

1. Defining clear requirements

When speed is important, the requirements often become an ironclad set of instructions. While clear requirements are necessary, Agile teams must have a shared understanding of and empathy for the customer. Include various members of your team in requirements-gathering activities, such as customer interviews. When designers, developers, and QA share an understanding of user stories, they can produce results more quickly and accurately without maintaining rigid rules.

Confluence’s requirements template gives you the power to capture and update assumptions, use cases, UX design, and scope together.

2. Estimating the development effort

Working with realistic project timelines is essential for bringing new products to market and gaining a competitive advantage. However, product development tasks are notoriously difficult to estimate, and new product development can be even harder. Break work into smaller tasks for more accurate estimates. In addition to giving you more flexibility with resource assignments, smaller tasks minimize the impact on your overall project when something takes longer than expected.

Many Agile teams have switched from traditional estimates to story points—units that measure the effort teams require to fully implement a user story. A user story is an informed explanation of a feature from the user's perspective. With Jira, Agile teams track story points, reflect, and quickly recalibrate estimates.

3. Siloed tools

Collaboration is a critical component in your team's success and the success of their products. Development teams use a variety of specialized tools, such as visual design tools for creating mock-ups and instant messaging apps for hosting team discussions. No single tool can provide the specialized functionality for all the needs of the development team. Jira Product Discovery and Jira integrate with a wide range of specialized development tools to easily collect and incorporate important information.

How long does new product development take?

The time to develop a new product can vary widely based on the complexity of that product. For example, developing an application that securely processes credit card payments may take magnitudes longer than developing software to track exercise statistics. But a few tips can help reduce the time to market while maintaining quality. 

Expert tips from Atlassian for new product development

Understand the customer.

Begin with the customer’s needs in mind. The time you spend early, interviewing customers and gathering input, helps create a clear product strategy. The entire team should understand the problem they are solving for the customer. It will keep the team on track when they make decisions during development. 

Foster team collaboration

When the team has the tools for seamless collaboration, generating ideas, prioritizing issues, and solving problems is much easier. Today’s product development teams include a wide range of cross-functional roles. The best way to prevent silos and keep the team working together is with collaboration, respect, and genuine appreciation for each other’s contributions. Centralized tools such as Jira Product Discovery and Jira help foster this.

Define the requirements

A good product specification outlines the purpose, what the client needs the product to do, the technical and functional requirements to achieve that, design mockups, and even release plans. This foundational document takes time to create, but it helps teams refine and clarify fuzzy requirements and align on the scope of the project. 

Optimize resource allocation

Resource allocation is among the hardest aspects of new product development, so the roadmap must be well-defined before you begin. Understand the tasks included in the project, their dependencies, and the resources required. Visual workflows can help teams identify when you underutilize or overcommit resources. They can also highlight bottlenecks and roadblocks to allow teams to quickly adjust and stay on track. 

Jira makes new product development easier

Jira  provides success tools for new product development teams to collaborate on and manage work from idea to product launch. Agile teams have made Jira the leading solution for new product development.

Jira Product Discovery is a dedicated tool that aids teams in crucial stages of product development. It helps Agile teams gather and prioritize ideas and align everyone with product roadmaps. 

With Jira Product Discovery matrixes and criteria, you can easily select which ideas to move ahead with, enhancing the experience of product development.

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7 Product development examples for UX

See how successful companies keep innovating and delivering increased customer value with these seven examples of product development.

Giada Gastaldello

Content Marketing Manager at Maze

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New products are the lifeblood of any business—they allow companies to constantly evolve to better satisfy customers' needs and expectations, increase their market share, and gain a definitive advantage over competitors.

Yet of thousands of products entering the market each year, it is estimated that around 70%-80% of them fail. Careful planning is essential to minimize risks and increase the odds of success, and this can only happen when a company has a solid product development strategy in place.

Successful companies rely on well-defined product development strategies to organize user and market research, understand their customers’ pain points and expectations, and accurately plan the resources and time required to develop the product.

7 Product development examples and strategies from well-known companies

If you're looking for real-world inspiration, we've rounded up seven product development examples from companies across different industries. Learn how they deliver superior value to customers, innovate, and boost growth while keeping the customer at the center of their new product development process .

Our first product development example is a big one. Founded in 1998 by Sergey Brin and Larry Page, Google began as an online search company, but it now offers hundreds of products and services, such as Gmail, YouTube, the Android operating system, Chrome web browser, and more. Google’s broad product portfolio makes it one of the world-leading companies in the high-tech marketplace. To maintain its competitive advantage, the company is constantly innovating. But how do they develop all these successful products?

Bet on technical insights that help solve a big problem in a novel way, optimize for scale, not for revenue, and let great products grow the market for everyone.

Eric Schmidt , former Google CEO and co-author of the book ‘How Google Works’

Google’s product development strategy is technology-driven. Innovation is at the heart of the firm and this means ensuring a steady stream of new technology products.

In his famous talk , Joe Faith, former Product Manager at Google, explains that the company doesn’t follow a rigid process to develop its products. Instead, it follows a set of guiding principles and values. Here are three core values:

• Focus on the user . On a higher level, focusing on the user means reaching out to users and gathering data about their behavior, problems, and preferences to build a product they will love and use. On a deeper level, it means optimizing for mass adoption, not for monetization. What matters is how much value the product brings to its customers and how many people will use it.
• Think 10x . Google believes that true innovation happens when you try to improve something by ten times rather than by 10%. In what way is a product better? Is it ten times faster, lighter, cheaper? This 10x approach is what motivates Google to go beyond existing models and totally reimagine an idea.
• Launch and iterate . Google produces an early version of many of its products as soon as possible and releases them as beta launches. After each launch, they listen carefully to users and make rapid iterations to improve their products based on that feedback. Innovative technology products are high risk, and Google wants to know if a solution is viable or not before investing time and resources into it.

Jeff Bezos launched Amazon as an online bookstore in 1994. Since then, the company expanded to become the world’s largest online marketplace, AI assistant provider, live-streaming platform, and cloud computing platform. But what's the secret behind Amazon's worldwide success?

Amazon developed a set of scalable and repeatable processes, combined with 14 leadership principles that the company uses every day, from discussing ideas for new projects to deciding on the best approach to solving a problem.

The first Amazon leadership principle and the most important one is customer obsession: Leaders start with the customer and work backwards. They work vigorously to earn and keep customer trust. Although leaders pay attention to competitors, they obsess over customers.

It's no surprise that Amazon's product development strategy and approach focus entirely on customer needs.

The Amazon working backward method

Amazon’s approach to product development is called “ working backward .” Rather than starting with an idea for a new feature, product, or line of business, Amazon starts from the customer experience and works backward from that.

The first step in the product development process is to write an internal press release announcing the launch of the new product. Press releases are centered around the existing customer problem, why current solutions fail to correct the problem, and how the new product would blow away existing solutions.

If product managers find it hard to write a press release or understand why a product would add value to customers, this means the product isn’t worth the effort. They will need to continue to refine the document until they develop ideas that will generate value.

Once the project moves into development, the team can use the press release as a strategic guide. This document serves a similar function as the product roadmap—it keeps team members on the same page and acts as an overview of the product's direction, priorities, and progress.

Netflix is the world's leading streaming entertainment service with over 209 million subscribers in over 190 countries (July 2021). Netflix started in 1997 as a DVD mail rental business. In 2007, the company shifted its business model and decided to go digital with the introduction of streaming media. Customers can now access a wide range of movies, TV series, and original Netflix content for an affordable, no-commitment monthly fee.

The product team at Netflix prioritizes monthly retention as the company's high-level engagement metric, along with other metrics, including growth and monetization. Let's review a few principle concepts that Netflix follows in its product development process.

Consumer science

At the core of Netflix's product development process is consumer science —a methodology to experiment , test, and learn. Product teams constantly test new ideas with customers and measure for statistically significant differences in how they engage with the product. In the end, engagement and retention are the key metrics that drive product success at Netflix.

• The product development process at Netflix usually starts with a hypothesis. The team looks for ideas to increase member engagement and ultimately member retention.
• As a second step, the team designs a test to validate the hypothesis with real users. This step usually involves quickly creating a prototype that captures the essence of the product concept. The goal isn't to create a perfect representation of the final product but to validate ideas quickly.
• The third step is the test itself. Netflix rolls out the prototype to a set of users to see how they use the product. Tests can have hundreds of thousands of users participating, and testers are organized in different cohorts to test different variations of a solution. The team uses various metrics to validate the hypothesis, but ultimately those of reference are engagement and retention.

Testing out product ideas with users allows Netflix to make big bets, make decisions based on real customer value, and successfully innovate.

Personalization

Netflix users can watch content on-demand, on any device, and the experience is personalized to their tastes. Personalization is a key element of Netflix's product strategy. The company leverages machine learning and artificial intelligence (AI) to give its customers personalized experiences and recommend shows or movies based on their past choices and browsing history. Higher personalization increases user engagement, customer satisfaction, and customer retention.

Original content

As part of its product strategy, Netflix is currently placing a strong focus on original content. "House of Cards," the company's first original series, was launched in 2013. The show marked a crucial turning point in Netflix's growth. Indeed, the more content Netflix produces, the more subscribers it attracts and retains. Ultimately, this increases revenue, which means the company can continue developing innovative products and services and remain competitive in the market.

Zoom is a cloud-based conferencing tool that allows users to virtually interact with each other through audio, video, and chat. Founded in 2011 by Eric Yuan and launched in 2013, Zoom became synonymous with video conferencing. In response to COVID-19, Zoom was recognized as Frost & Sullivan’s Company of the Year for 2020 and one of the best tools for product managers at the 2020 Product Award .

Customer focus

From the moment we founded Zoom, our main focus has been to provide a cloud video communications solution that would make customers happy. That focus has continued to guide all our innovations, partnerships, and other initiatives.

Eric Yuan , Founder and CEO of Zoom

Zoom’s product strategy revolves around customers’ needs. Customers are at the center of all business and product development decisions. This principle is what inspired Eric Yuan to found Zoom in the first place.

Before founding Zoom in 2011, Eric Yuan worked as VP of Engineering at the video start-up Webex, then acquired by Cisco. By engaging with consumers, he observed that users were dissatisfied with the existing video collaboration solutions. Inspired to solve user needs, Eric decided to found Zoom and build a video conferencing tool that worked, was simple to use, and cost-effective.

During the years, the company has continued to expand its customer focus model. The team listens carefully to product feedback and acts on it to fine-tune the product and deliver better user experiences.

Product-led growth

Zoom is an excellent example of product-led growth —a business methodology in which user acquisition, expansion, conversion, and retention are driven primarily by the product itself. Zoom offers a hassle-free and simple connection to its customers. The platform and its core features are entirely free for up to 100 participants and a maximum of 40 minutes. In this way, users can experience the product, invite others to try it out, or upgrade to a paid plan.

“This market is extremely crowded. Without a freemium product, I think you’re going to lose the opportunity to let many users test your products,” explains Eric Yuan in an interview . “We make our freemium product work so well. That’s why almost every day there are so many users coming to our website. If they like our product, very soon they are going to pay for the subscription.”

Flexibility

Zoom’s success is also due to its ability to adapt its product strategy to the changing market conditions. When the COVID-19 pandemic hit in early 2020, video conferencing tools became the norm for business calls, school lessons, and catching up with friends and family. Following a surge in user demand, Zoom partnered with Oracle Cloud to support infrastructure capabilities and doubled down on security and privacy improvements. The company also prioritized education, teaching its new users how to use the tool for teaching, working remotely, or meeting friends and family.

Market validation involves researching potential users of a new product to gauge how viable the product idea would be in the target market.

Examples of new product development

Now we’ve seen some examples of how successful organizations approach their product development, let’s delve into some new product development examples , of companies who pushed the boundary on product development—and how they innovated their current designs.

5. Booking.com

Founded in 1996 in Amsterdam, Booking.com has grown from a small startup to one of the world's leading digital travel companies. The company's mission is to make it easier for everyone to experience the world. As well as accommodation, Booking.com allows you to book other parts of your trip, including flights, rental cars, public transport, and attractions.

The Rides team at Booking.com helps customers book transport for their trips. Among other things, the team is responsible for the booking experience for taxis, and one problem it was trying to solve was how to make it easy for customers to book a return taxi for their trips through the app.

"When I joined the Rides team, we were halfway through building the MVP of the return taxis feature," says Ben Zacharias , Senior Product Manager at Booking.com. They already had a similar product on the web to compare to and wanted to test two different hypotheses:

• The first was related to whether customers wanted to book their outward and return taxi journeys together
• The second considered whether customers wanted to search for a single journey first and then add a return journey once they'd confirmed that first leg

To validate the hypothesis, Ben and his team created two different prototypes and ran usability tests. Given time constraints, they tested both solutions at the same time. "This is a great example of how product development isn't always necessarily perfectly linear," says Ben.

Once they tested the solutions, the developers implemented them and released them as AB tests. Ben worked with the analyst on the team to do an analysis not only on the individual features but also the interplay between them. Once they were happy with the results, they released the solution that performed better for their customers.

Concept testing allows you to validate product, design, and marketing ideas early on and save time and resources by moving forward with the right concepts.

6. Typeform

Typeform is an online software as a service company that allows customers to build online forms, surveys, quizzes, landing pages, and more. Logic is an essential feature of Typeform—it makes it possible to create relevant, smart surveys that react to the respondents' answers. With the Logic Map feature , users can visualize the different logic flows and keep track of them while designing and editing their surveys.

The idea of developing the Logic Map feature came from Typeform's customers. "We knew this was something our customers wanted," explains Ganna Kryklii , Senior Product Marketing Manager at Typeform. "Our customer support team saw this was one the most common feature requests, so we decided to explore the idea."

The first step was running a one-week design sprint to understand how to develop the idea, what key components of a logic map were relevant to customers, and estimate costs in terms of time and resources. The design sprint was led by the UX designer and product manager but involved researchers, product marketers, and engineers.

I like the idea of having a design sprint and establishing a cross-functional team from day one to bring different perspectives to the table. This was vital to come to a conclusion and decide what we wanted to build.

Ganna Kryklii , Senior Product Marketing Manager at Typeform

After the design sprint, the product team started working on the proposed solution. They built the prototype to test, refine, and validate the idea with real users. They then created the MVP and launched the first beta version of the Logic Map feature.

Ganna and her team released the feature to a small set of users first and gradually increased until they reached 100% of their audience. This allowed them to collect product feedback and resolve any issues before launching the feature to the entire user base.

Founded in 2015 by Nikolay Storonsky and Vlad Yatsenko and headquartered in London, Revolut is a financial technology company that provides a range of online banking services, including bank accounts, debit cards, fee-free currency exchange, stock trading, and more.

Revolut also operates a children's prepaid card account called Revolut <18 , designed for kids aged 7-17 to help them manage their money and build essential financial skills. Revolut Junior integrates directly with the main Revolut app, allowing parents to create an account for their children, transfer money, access transactions, and more.

"The Revolut Junior project included two streams of work: the Brand platform development to understand how to position the product and the MVP definition of the functionality for kids and parents," explains Regina Smirnova , former Senior Product Designer at Revolut.

To kick-off the work on the Brand platform, the team ran a workshop with the main stakeholders to define the core values, target audiences, personality, and long-term product direction, using the Three-Hour Brand Sprint Template by Miro. The results helped the branding team define the visual style of the app and the Revolut cards.

The Double Diamond framework proved very valuable for building the MVP. "Building a new product from scratch, we wanted to launch an MVP that would be easy to understand for the kids and easy to set up for the parents," says Regina.

• The Discovery stage involved conducting competitor research and user interviews to gather meaningful data and insights. This information helped the team identify four user groups: kids aged 6-10, 11-15, 16-18, and parents. Each user group was represented as a persona that the team could refer to during the product development process.
• In the Definition stage, the team brainstormed ideas for the app's functionality and prioritized them based on customer value and development effort. They created the Revolut Junior app's information architecture and a feature map for the parents' Revolut app. The feature map initially was divided into two parts: MVP and future releases.
• During the Development stage, the product team created multiple potential solutions for the MVP version of the app and conducted usability testing with the youngest Revolut users and their parents.
• The Delivery stage involved preparing the product for launch and working closely with the engineering team on the app development. The team organized a Friends and Family launch with the Revolut employees and their kids, who received their very first cards.

Make your product truly customer-centric

Get fast, actionable feedback from real users by testing with Maze. Learn what problems and needs they face and validate your ideas before starting development.

Wrapping up

New products are essential for your company's growth and success. But to ensure you’re building a product that adds real value to customers, a strong product development strategy is key. We hope these seven real-life product development examples will serve as an inspiration for your own product strategy. One key takeaway is to put customers at the center of your decision-making process and be ready to test out new ideas and keep iterating. In this way, you can constantly improve your product and provide better solutions to your target audience.

Frequently asked questions

What are the 7 best product development examples?

Seven successful companies that are able to achieve and maintain a competitive advantage through product development are Google, Amazon, Netflix, Zoom, Booking.com, Typeform, and Revolut. By putting customers at the heart of their product strategies, these companies build successful products that deliver new value.

What are the steps of product development?

Product development refers to all steps involved in bringing a product from idea or concept to market launch. The seven steps of the product development process include idea generation, idea screening, concept development and testing, marketing strategy and business analysis, product development, test marketing, and product launch.

How do you develop a product development strategy?

To develop an effective product development strategy , you first need to define your product vision and conduct in-depth research of your customers, target market, and competitors. You can then set the product goals and use those goals to plan the product roadmap.

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Blog Graphic Design 15+ Professional Case Study Examples [Design Tips + Templates]

15+ Professional Case Study Examples [Design Tips + Templates]

Written by: Alice Corner Jan 12, 2023

Have you ever bought something — within the last 10 years or so — without reading its reviews or without a recommendation or prior experience of using it?

If the answer is no — or at least, rarely — you get my point.

Positive reviews matter for selling to regular customers, and for B2B or SaaS businesses, detailed case studies are important too.

Wondering how to craft a compelling case study ? No worries—I’ve got you covered with 15 marketing case study templates , helpful tips, and examples to ensure your case study converts effectively.

Click to jump ahead:

• What is a Case Study?

Business Case Study Examples

Simple case study examples.

• Marketing Case Study Examples

Sales Case Study Examples

• Case Study FAQs

What is a case study?

A case study is an in-depth, detailed analysis of a specific real-world situation. For example, a case study can be about an individual, group, event, organization, or phenomenon. The purpose of a case study is to understand its complexities and gain insights into a particular instance or situation.

In the context of a business, however, case studies take customer success stories and explore how they use your product to help them achieve their business goals.

As well as being valuable marketing tools , case studies are a good way to evaluate your product as it allows you to objectively examine how others are using it.

It’s also a good way to interview your customers about why they work with you.

Related: What is a Case Study? [+6 Types of Case Studies]

Marketing Case Study Template

A marketing case study showcases how your product or services helped potential clients achieve their business goals. You can also create case studies of internal, successful marketing projects. A marketing case study typically includes:

• Company background and history
• The challenge
• How you helped
• Specific actions taken
• Visuals or Data
• Client testimonials

Here’s an example of a marketing case study template:

Whether you’re a B2B or B2C company, business case studies can be a powerful resource to help with your sales, marketing, and even internal departmental awareness.

Business and business management case studies should encompass strategic insights alongside anecdotal and qualitative findings, like in the business case study examples below.

Conduct a B2B case study by researching the company holistically

When it comes to writing a case study, make sure you approach the company holistically and analyze everything from their social media to their sales.

Think about every avenue your product or service has been of use to your case study company, and ask them about the impact this has had on their wider company goals.

In business case study examples like the one above, we can see that the company has been thought about holistically simply by the use of icons.

By combining social media icons with icons that show in-person communication we know that this is a well-researched and thorough case study.

This case study report example could also be used within an annual or end-of-year report.

Highlight the key takeaway from your marketing case study

To create a compelling case study, identify the key takeaways from your research. Use catchy language to sum up this information in a sentence, and present this sentence at the top of your page.

This is “at a glance” information and it allows people to gain a top-level understanding of the content immediately. 

You can use a large, bold, contrasting font to help this information stand out from the page and provide interest.

Learn  how to choose fonts  effectively with our Venngage guide and once you’ve done that.

Upload your fonts and  brand colors  to Venngage using the  My Brand Kit  tool and see them automatically applied to your designs.

The heading is the ideal place to put the most impactful information, as this is the first thing that people will read.

In this example, the stat of “Increase[d] lead quality by 90%” is used as the header. It makes customers want to read more to find out how exactly lead quality was increased by such a massive amount.

If you’re conducting an in-person interview, you could highlight a direct quote or insight provided by your interview subject.

Pick out a catchy sentence or phrase, or the key piece of information your interview subject provided and use that as a way to draw a potential customer in.

Use charts to visualize data in your business case studies

Charts are an excellent way to visualize data and to bring statistics and information to life. Charts make information easier to understand and to illustrate trends or patterns.

Making charts is even easier with Venngage.

In this consulting case study example, we can see that a chart has been used to demonstrate the difference in lead value within the Lead Elves case study.

Adding a chart here helps break up the information and add visual value to the case study. 

Using charts in your case study can also be useful if you’re creating a project management case study.

You could use a Gantt chart or a project timeline to show how you have managed the project successfully.

Use direct quotes to build trust in your marketing case study

To add an extra layer of authenticity you can include a direct quote from your customer within your case study.

According to research from Nielsen , 92% of people will trust a recommendation from a peer and 70% trust recommendations even if they’re from somebody they don’t know.

So if you have a customer or client who can’t stop singing your praises, make sure you get a direct quote from them and include it in your case study.

You can either lift part of the conversation or interview, or you can specifically request a quote. Make sure to ask for permission before using the quote.

This design uses a bright contrasting speech bubble to show that it includes a direct quote, and helps the quote stand out from the rest of the text.

This will help draw the customer’s attention directly to the quote, in turn influencing them to use your product or service.

Less is often more, and this is especially true when it comes to creating designs. Whilst you want to create a professional-looking, well-written and design case study – there’s no need to overcomplicate things.

These simple case study examples show that smart clean designs and informative content can be an effective way to showcase your successes.

Use colors and fonts to create a professional-looking case study

Business case studies shouldn’t be boring. In fact, they should be beautifully and professionally designed.

This means the normal rules of design apply. Use fonts, colors, and icons to create an interesting and visually appealing case study.

In this case study example, we can see how multiple fonts have been used to help differentiate between the headers and content, as well as complementary colors and eye-catching icons.

Marketing case study examples

Marketing case studies are incredibly useful for showing your marketing successes. Every successful marketing campaign relies on influencing a consumer’s behavior, and a great case study can be a great way to spotlight your biggest wins.

In the marketing case study examples below, a variety of designs and techniques to create impactful and effective case studies.

Show off impressive results with a bold marketing case study

Case studies are meant to show off your successes, so make sure you feature your positive results prominently. Using bold and bright colors as well as contrasting shapes, large bold fonts, and simple icons is a great way to highlight your wins.

In well-written case study examples like the one below, the big wins are highlighted on the second page with a bright orange color and are highlighted in circles.

Making the important data stand out is especially important when attracting a prospective customer with marketing case studies.

Use a simple but clear layout in your case study

Using a simple layout in your case study can be incredibly effective, like in the example of a case study below.

Keeping a clean white background, and using slim lines to help separate the sections is an easy way to format your case study.

Making the information clear helps draw attention to the important results, and it helps improve the  accessibility of the design .

Business case study examples like this would sit nicely within a larger report, with a consistent layout throughout.

Use visuals and icons to create an engaging and branded business case study

Nobody wants to read pages and pages of text — and that’s why Venngage wants to help you communicate your ideas visually.

Using icons, graphics, photos, or patterns helps create a much more engaging design. 

With this Blue Cap case study icons, colors, and impactful pattern designs have been used to create an engaging design that catches your eye.

Use a monochromatic color palette to create a professional and clean case study

Let your research shine by using a monochromatic and minimalistic color palette.

By sticking to one color, and leaving lots of blank space you can ensure your design doesn’t distract a potential customer from your case study content.

In this case study on Polygon Media, the design is simple and professional, and the layout allows the prospective customer to follow the flow of information.

The gradient effect on the left-hand column helps break up the white background and adds an interesting visual effect.

Did you know you can generate an accessible color palette with Venngage? Try our free accessible color palette generator today and create a case study that delivers and looks pleasant to the eye:

Add long term goals in your case study

When creating a case study it’s a great idea to look at both the short term and the long term goals of the company to gain the best understanding possible of the insights they provide.

Short-term goals will be what the company or person hopes to achieve in the next few months, and long-term goals are what the company hopes to achieve in the next few years.

Check out this modern pattern design example of a case study below:

In this case study example, the short and long-term goals are clearly distinguished by light blue boxes and placed side by side so that they are easy to compare.

Use a strong introductory paragraph to outline the overall strategy and goals before outlining the specific short-term and long-term goals to help with clarity.

This strategy can also be handy when creating a consulting case study.

Use data to make concrete points about your sales and successes

When conducting any sort of research stats, facts, and figures are like gold dust (aka, really valuable).

Being able to quantify your findings is important to help understand the information fully. Saying sales increased 10% is much more effective than saying sales increased.

While sales dashboards generally tend it make it all about the numbers and charts, in sales case study examples, like this one, the key data and findings can be presented with icons. This contributes to the potential customer’s better understanding of the report.

They can clearly comprehend the information and it shows that the case study has been well researched.

Use emotive, persuasive, or action based language in your marketing case study

Create a compelling case study by using emotive, persuasive and action-based language when customizing your case study template.

In this well-written case study example, we can see that phrases such as “Results that Speak Volumes” and “Drive Sales” have been used.

Using persuasive language like you would in a blog post. It helps inspire potential customers to take action now.

Keep your potential customers in mind when creating a customer case study for marketing

82% of marketers use case studies in their marketing  because it’s such an effective tool to help quickly gain customers’ trust and to showcase the potential of your product.

Why are case studies such an important tool in content marketing?

By writing a case study you’re telling potential customers that they can trust you because you’re showing them that other people do.

Not only that, but if you have a SaaS product, business case studies are a great way to show how other people are effectively using your product in their company.

In this case study, Network is demonstrating how their product has been used by Vortex Co. with great success; instantly showing other potential customers that their tool works and is worth using.

Related: 10+ Case Study Infographic Templates That Convert

Case studies are particularly effective as a sales technique.

A sales case study is like an extended customer testimonial, not only sharing opinions of your product – but showcasing the results you helped your customer achieve.

Make impactful statistics pop in your sales case study

Writing a case study doesn’t mean using text as the only medium for sharing results.

You should use icons to highlight areas of your research that are particularly interesting or relevant, like in this example of a case study:

Icons are a great way to help summarize information quickly and can act as visual cues to help draw the customer’s attention to certain areas of the page.

In some of the business case study examples above, icons are used to represent the impressive areas of growth and are presented in a way that grabs your attention.

Use high contrast shapes and colors to draw attention to key information in your sales case study

Help the key information stand out within your case study by using high contrast shapes and colors.

Use a complementary or contrasting color, or use a shape such as a rectangle or a circle for maximum impact.

This design has used dark blue rectangles to help separate the information and make it easier to read.

Coupled with icons and strong statistics, this information stands out on the page and is easily digestible and retainable for a potential customer.

Case Study Examples Summary

Once you have created your case study, it’s best practice to update your examples on a regular basis to include up-to-date statistics, data, and information.

You should update your business case study examples often if you are sharing them on your website .

It’s also important that your case study sits within your brand guidelines – find out how Venngage’s My Brand Kit tool can help you create consistently branded case study templates.

Case studies are important marketing tools – but they shouldn’t be the only tool in your toolbox. Content marketing is also a valuable way to earn consumer trust.

Case Study FAQ

Why should you write a case study.

Case studies are an effective marketing technique to engage potential customers and help build trust.

By producing case studies featuring your current clients or customers, you are showcasing how your tool or product can be used. You’re also showing that other people endorse your product.

In addition to being a good way to gather positive testimonials from existing customers , business case studies are good educational resources and can be shared amongst your company or team, and used as a reference for future projects.

How should you write a case study?

To create a great case study, you should think strategically. The first step, before starting your case study research, is to think about what you aim to learn or what you aim to prove.

You might be aiming to learn how a company makes sales or develops a new product. If this is the case, base your questions around this.

You can learn more about writing a case study  from our extensive guide.

Related: How to Present a Case Study like a Pro (With Examples)

Some good questions you could ask would be:

• Why do you use our tool or service?
• How often do you use our tool or service?
• What does the process of using our product look like to you?
• If our product didn’t exist, what would you be doing instead?
• What is the number one benefit you’ve found from using our tool?

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• 12 Essential Consulting Templates For Marketing, Planning and Branding
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16 case study examples (+ 3 templates to make your own)

I like to think of case studies as a business's version of a resume. It highlights what the business can do, lends credibility to its offer, and contains only the positive bullet points that paint it in the best light possible.

Imagine if the guy running your favorite taco truck followed you home so that he could "really dig into how that burrito changed your life." I see the value in the practice. People naturally prefer a tried-and-true burrito just as they prefer tried-and-true products or services.

To help you showcase your success and flesh out your burrito questionnaire, I've put together some case study examples and key takeaways.

What is a case study?

A case study is an in-depth analysis of how your business, product, or service has helped past clients. It can be a document, a webpage, or a slide deck that showcases measurable, real-life results.

For example, if you're a SaaS company, you can analyze your customers' results after a few months of using your product to measure its effectiveness. You can then turn this analysis into a case study that further proves to potential customers what your product can do and how it can help them overcome their challenges.

It changes the narrative from "I promise that we can do X and Y for you" to "Here's what we've done for businesses like yours, and we can do it for you, too."

16 case study examples 

While most case studies follow the same structure, quite a few try to break the mold and create something unique. Some businesses lean heavily on design and presentation, while others pursue a detailed, stat-oriented approach. Some businesses try to mix both.

There's no set formula to follow, but I've found that the best case studies utilize impactful design to engage readers and leverage statistics and case details to drive the point home. A case study typically highlights the companies, the challenges, the solution, and the results. The examples below will help inspire you to do it, too.

1. .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} Volcanica Coffee and AdRoll

People love a good farm-to-table coffee story, and boy am I one of them. But I've shared this case study with you for more reasons than my love of coffee. I enjoyed this study because it was written as though it was a letter.

In this case study, the founder of Volcanica Coffee talks about the journey from founding the company to personally struggling with learning and applying digital marketing to finding and enlisting AdRoll's services.

It felt more authentic, less about AdRoll showcasing their worth and more like a testimonial from a grateful and appreciative client. After the story, the case study wraps up with successes, milestones, and achievements. Note that quite a few percentages are prominently displayed at the top, providing supporting evidence that backs up an inspiring story.

Takeaway: Highlight your goals and measurable results to draw the reader in and provide concise, easily digestible information.

2. .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} Taylor Guitars and Airtable

This Airtable case study on Taylor Guitars comes as close as one can to an optimal structure. It features a video that represents the artistic nature of the client, highlighting key achievements and dissecting each element of Airtable's influence.

It also supplements each section with a testimonial or quote from the client, using their insights as a catalyst for the case study's narrative. For example, the case study quotes the social media manager and project manager's insights regarding team-wide communication and access before explaining in greater detail.

Takeaway: Highlight pain points your business solves for its client, and explore that influence in greater detail.

3. .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} EndeavourX and Figma

My favorite part of Figma's case study is highlighting why EndeavourX chose its solution. You'll notice an entire section on what Figma does for teams and then specifically for EndeavourX.

It also places a heavy emphasis on numbers and stats. The study, as brief as it is, still manages to pack in a lot of compelling statistics about what's possible with Figma.

Takeaway: Showcase the "how" and "why" of your product's differentiators and how they benefit your customers.

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Zapier's case study leans heavily on design, using graphics to present statistics and goals in a manner that not only remains consistent with the branding but also actively pushes it forward, drawing users' eyes to the information most important to them. 

The graphics, emphasis on branding elements, and cause/effect style tell the story without requiring long, drawn-out copy that risks boring readers. Instead, the cause and effect are concisely portrayed alongside the client company's information for a brief and easily scannable case study.

Takeaway: Lean on design to call attention to the most important elements of your case study, and make sure it stays consistent with your branding.

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In true OpenAI fashion, this case study is a block of text. There's a distinct lack of imagery, but the study features a narrated video walking readers through the product.

The lack of imagery and color may not be the most inviting, but utilizing video format is commendable. It helps thoroughly communicate how OpenAI supported Ironclad in a way that allows the user to sit back, relax, listen, and be impressed. 

Takeaway: Get creative with the media you implement in your case study. Videos can be a very powerful addition when a case study requires more detailed storytelling.

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GitHub's case study on Shopify is a light read. It addresses client pain points and discusses the different aspects its product considers and improves for clients. It touches on workflow issues, internal systems, automation, and security. It does a great job of representing what one company can do with GitHub.

To drive the point home, the case study features colorful quote callouts from the Shopify team, sharing their insights and perspectives on the partnership, the key issues, and how they were addressed.

Takeaway: Leverage quotes to boost the authoritativeness and trustworthiness of your case study. 

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Contentful's case study on Audible features almost every element a case study should. It includes not one but two videos and clearly outlines the challenge, solution, and outcome before diving deeper into what Contentful did for Audible. The language is simple, and the writing is heavy with quotes and personal insights.

This case study is a uniquely original experience. The fact that the companies in question are perhaps two of the most creative brands out there may be the reason. I expected nothing short of a detailed analysis, a compelling story, and video content. 

Takeaway: Inject some brand voice into the case study, and create assets that tell the story for you.

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Asana's case study on Zoom is longer than the average piece and features detailed data on Zoom's growth since 2020. Instead of relying on imagery and graphics, it features several quotes and testimonials. 

It's designed to be direct, informative, and promotional. At some point, the case study reads more like a feature list. There were a few sections that felt a tad too promotional for my liking, but to each their own burrito.

Takeaway: Maintain a balance between promotional and informative. You want to showcase the high-level goals your product helped achieve without losing the reader.

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I've always been a fan of Mailchimp's comic-like branding, and this case study does an excellent job of sticking to their tradition of making information easy to understand, casual, and inviting.

It features a short video that briefly covers Hickies as a company and Mailchimp's efforts to serve its needs for customer relationships and education processes. Overall, this case study is a concise overview of the partnership that manages to convey success data and tell a story at the same time. What sets it apart is that it does so in a uniquely colorful and brand-consistent manner.

Takeaway: Be concise to provide as much value in as little text as possible.

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The gaming industry is notoriously difficult to recruit for, as it requires a very specific set of skills and experience. This case study focuses on how Workday was able to help fill that recruitment gap for NVIDIA, one of the biggest names in the gaming world.

Though it doesn't feature videos or graphics, this case study stood out to me in how it structures information like "key products used" to give readers insight into which tools helped achieve these results.

Takeaway: If your company offers multiple products or services, outline exactly which ones were involved in your case study, so readers can assess each tool.

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I'm personally not a big KFC fan, but that's only because I refuse to eat out of a bucket. My aversion to the bucket format aside, Contentful follows its consistent case study format in this one, outlining challenges, solutions, and outcomes before diving into the nitty-gritty details of the project.

Say what you will about KFC, but their primary product (chicken) does present a unique opportunity for wordplay like "Continuing to march to the beat of a digital-first drum(stick)" or "Delivering deep-fried goodness to every channel."

Takeaway: Inject humor into your case study if there's room for it and if it fits your brand. 

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Twilio does an excellent job of delivering achievements at the very beginning of the case study and going into detail in this two-minute read. While there aren't many graphics, the way quotes from the Intuit team are implemented adds a certain flair to the study and breaks up the sections nicely.

It's simple, concise, and manages to fit a lot of information in easily digestible sections.

Takeaway: Make sure each section is long enough to inform but brief enough to avoid boring readers. Break down information for each section, and don't go into so much detail that you lose the reader halfway through.

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Salesforce created a video that accurately summarizes the key points of the case study. Beyond that, the page itself is very light on content, and sections are as short as one paragraph.

I especially like how information is broken down into "What you need to know," "Why it matters," and "What the difference looks like." I'm not ashamed of being spoon-fed information. When it's structured so well and so simply, it makes for an entertaining read.

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Benchling is an impressive entity in its own right. Biotech R&D and health care nuances go right over my head. But the research and digging I've been doing in the name of these burritos (case studies) revealed that these products are immensely complex. 

And that's precisely why this case study deserves a read—it succeeds at explaining a complex project that readers outside the industry wouldn't know much about.

Takeaway: Simplify complex information, and walk readers through the company's operations and how your business helped streamline them.

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The concision of this case study is refreshing. It features two sections—the challenge and the solution—all in 316 words. This goes to show that your case study doesn't necessarily need to be a four-figure investment with video shoots and studio time. 

Sometimes, the message is simple and short enough to convey in a handful of paragraphs.

Takeaway: Consider what you should include instead of what you can include. Assess the time, resources, and effort you're able and willing to invest in a case study, and choose which elements you want to include from there.

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I may be biased, but I'm a big fan of seeing metrics and achievements represented in branded graphics. It can be a jarring experience to navigate a website, then visit a case study page and feel as though you've gone to a completely different website.

The case study is essentially the summary, and the blog article is the detailed analysis that provides context beyond X achievement or Y goal.

Takeaway: Keep your case study concise and informative. Create other resources to provide context under your blog, media or press, and product pages.

3 case study templates

Now that you've had your fill of case studies (if that's possible), I've got just what you need: an infinite number of case studies, which you can create yourself with these case study templates.

Case study template 1

If you've got a quick hit of stats you want to show off, try this template. The opening section gives space for a short summary and three visually appealing stats you can highlight, followed by a headline and body where you can break the case study down more thoroughly. This one's pretty simple, with only sections for solutions and results, but you can easily continue the formatting to add more sections as needed.

Case study template 2

For a case study template with a little more detail, use this one. Opening with a striking cover page for a quick overview, this one goes on to include context, stakeholders, challenges, multiple quote callouts, and quick-hit stats. 

Case study template 3

Whether you want a little structural variation or just like a nice dark green, this template has similar components to the last template but is designed to help tell a story. Move from the client overview through a description of your company before getting to the details of how you fixed said company's problems.

Tips for writing a case study

Examples are all well and good, but you don't learn how to make a burrito just by watching tutorials on YouTube without knowing what any of the ingredients are. You could , but it probably wouldn't be all that good.

Have an objective: Define your objective by identifying the challenge, solution, and results. Assess your work with the client and focus on the most prominent wins. You're speaking to multiple businesses and industries through the case study, so make sure you know what you want to say to them.

Focus on persuasive data: Growth percentages and measurable results are your best friends. Extract your most compelling data and highlight it in your case study.

Use eye-grabbing graphics: Branded design goes a long way in accurately representing your brand and retaining readers as they review the study. Leverage unique and eye-catching graphics to keep readers engaged. 

Simplify data presentation: Some industries are more complex than others, and sometimes, data can be difficult to understand at a glance. Make sure you present your data in the simplest way possible. Make it concise, informative, and easy to understand.

Use automation to drive results for your case study

A case study example is a source of inspiration you can leverage to determine how to best position your brand's work. Find your unique angle, and refine it over time to help your business stand out. Ask anyone: the best burrito in town doesn't just appear at the number one spot. They find their angle (usually the house sauce) and leverage it to stand out.

Case study FAQ

Got your case study template? Great—it's time to gather the team for an awkward semi-vague data collection task. While you do that, here are some case study quick answers for you to skim through while you contemplate what to call your team meeting.

What is an example of a case study?

An example of a case study is when a software company analyzes its results from a client project and creates a webpage, presentation, or document that focuses on high-level results, challenges, and solutions in an attempt to showcase effectiveness and promote the software.

How do you write a case study?

To write a good case study, you should have an objective, identify persuasive and compelling data, leverage graphics, and simplify data. Case studies typically include an analysis of the challenge, solution, and results of the partnership.

What is the format of a case study?

While case studies don't have a set format, they're often portrayed as reports or essays that inform readers about the partnership and its results. 

Related reading:

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Hachem Ramki

Hachem is a writer and digital marketer from Montreal. After graduating with a degree in English, Hachem spent seven years traveling around the world before moving to Canada. When he's not writing, he enjoys Basketball, Dungeons and Dragons, and playing music for friends and family.

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6 Product Management Case Studies You Can't Miss

Associate Product Marketer at Zeda.io.

Mahima Arora

Created on:

May 15, 2024

Updated on:

8 mins read

Transform Insights into Impact

Build Products That Drive Revenue and Delight Customers!

Product management case studies are detailed analyses of how a product was conceptualized, developed, and marketed. A typical product management case study contains the following:

• The pain points and expectations of the user
• Competing products in the market
• Development , delivery, and iteration methods
• Marketing strategies implemented to relay the product’s value proposition
• How the product was received
• Lessons for the product team

So, why should you learn about the development of a product in so much detail? The answer lies in the sixth bullet.

Let’s look at how reading case studies related to product management can help you.

How product management case studies help you

Here’s why reading product management case studies is a worthwhile investment of your time. A well-written case study:

• Gives you an in-depth understanding of real product problems : Meeting or exceeding the expectations of the customers is always challenging. Whether it is technical complexities, budget limitations, or organizational miscommunication, a case study helps you recognize the source of the problem which led to the development of a less-desirable product.
• Contains practical insights outside of the theory : Even a layman can learn the steps of SaaS product management . However, seasoned product managers know that developing a successful product takes more than learning the development steps. These case studies contain tons of real-life scenarios and the lessons that come with them.
• Educates you and makes you a better product manager: Product management case study examples take you through the journey of developing a product, which helps you improve your existing approach toward product development. You will also learn better ways to manage your team and resources.

In simple terms, a product management case study helps teams learn lessons that they can emulate to develop a more profitable product.

In this article, let’s look at six product management case studies that are a must-read for every product manager.

1. Slack: Initial product launch strategy

Stewart Butterfield started a gaming company called Tiny Speck to change the world of massively multiplayer online role-playing games (MMORPG). Him and his team created Glitch which was quite different from other games in that genre such as World of Warcraft.

Glitch was a 2D game that did not have the violent aspects that typical MMORPG games had at the time. It allowed extensive character personalization and Butterfield described it as “Monty Python crossed with Dr. Seuss on acid”.

While building Glitch, Butterfield and his team used the Internet Relay Chat (IRC), an online chat tool popular in the 80s and 90s. However, it fell short as the team found it difficult to keep track of past conversations, which motivated them to build their own communication tool.

As they developed Glitch, their internal chat tool gained more features based on their needs.

Despite lots of support from investors, Glitch was unable to attract enough players to keep running profitably and Butterfield eventually shut it down in 2012 .

After six months, in early 2013, Butterfield renamed their internal communication tool Slack - acronym for Searchable Log of All Conversation and Knowledge and requested his friends and colleagues to try it out and give feedback — they all loved it.

By May 2013, Slack was ready for the big reveal which posed a new challenge — executing the perfect launch strategy to drive demand.

Slack’s Challenge: Nailing the initial product launch

While launching an app that can have such an impact on how organizations work, it is crucial to get it right. At the time, there weren’t many team messaging apps and most teams had conversations via email.

Slack needed a significant number of early adopters to validate their hypotheses about team collaboration and collect data that will help them improve its services further. Consequently, this increased the stakes for the first launch.

How did Slack do it

CEO Stewart Butterfield revealed that on the first day of the launch, Slack welcomed 8000 new users which rose to 15000 at the end of the second week. The credit for this initial success, he explains, went primarily to social media.

Social media helped Slack deliver its PR pieces through its genuine users. This led to a snowballing effect because people interacted with people.

Slack recorded over 18 million active users in 2020.

Although the impact of social media-based word-of-mouth marketing will have different levels of success as it depends on factors such as the type of product and its use cases, you should have a social media marketing strategy to spread the word.

Suggested Read: Leveraging VoC-driven AI Insights to Build Revenue-generating Products

2. Superhuman: Finding product-market fit

‍ Superhuman is a premium email service for busy teams and professionals who need more of everything; speed, usability, and personalization. Apart from superb design, Superhuman processes and executes any request within 100ms.

Rahul Vohra built Rapportive in 2010 — a plugin that adds social profiles to Gmail which was later acquired by LinkedIn . This gave Vohra an intimate view of email and quickly realized that things will progressively get worse.

In his words, “I could see Gmail getting worse every single year, becoming more cluttered, using more memory, consuming more CPU, slowing down your machine, and still not working properly offline.” 

He also brought attention to the number of plugins people used, “And on top of that, people were installing plugins like ours, Rapportive, but also Boomerang, Mixmax, Clearbit, you name it, they had it. And each plugin took those problems of clutter, memory, CPU, performance offline, and made all of them dramatically worse.”

Vohra had one question in his mind — how different would the email experience be if it was designed today instead of 12 years ago?

‍ Superhuman was born to give professionals the email experience that they have been long waiting for. Smooth, easy on the eyes, and most importantly, blazingly fast.

But, there was one elephant in the room.

The idea of building a better email service than the existing players sounded great. However, going against some of the biggest brands of Silicon Valley required more than a bad personal experience with Gmail. 

The Superhuman team needed evidence that such a product is actually desirable.

Superhuman’s Challenge: Establishing product-market fit

The team at Superhuman was competing against the email services of Apple, Google, and Microsoft which made the product-market fit quite crucial.

But how do you know whether you have achieved product-market fit?

How did Superhuman do it

Vohra and his team came up with an innovative idea to measure product-market fit by testing crucial hypotheses and focusing on the right target audience.

Superhuman had two hypotheses :

• People are dissatisfied with Gmail and how slow it is.
• People are also dissatisfied with third-party email clients and how buggy they were.

In a product management case study , Vohra explained how to find the right audience — the users who would be ‘very disappointed’ if they could no longer use your product. After identifying them, all you have to do is build the product as they want it.

3. Medium: “Highlights” feature

Evan Williams co-founded Blogger and Twitter which has helped millions of people share their thoughts with the world. Although both platforms became quite popular, they still couldn’t deliver the best reading experience to their users. Blogger allowed readers to browse topics by authors only and Twitter made it difficult for authors to aptly describe themselves.

He quickly recognized the need for a publishing platform that delivers a diverse experience for the readers and allows the authors to speak their hearts.

That’s how Medium was born. It enabled readers to browse articles by topics and authors, helping them to gain different perspectives on any particular subject. It also allowed everyone from professional programmers to amateur chefs to share their insights with the world as they wanted it.

The developers slowly added more features to Medium such as tags, linked images, social cards, and sharing drafts as it evolved through the years.

One of the many notable features of the platform is the “Highlight” feature — where you can select any particular post section and treat it as a mini-post. You can comment on the Highlight or tweet it, which is handy for both personal revision and sharing interesting snippets with others.

Suggested Read: Want to become a Product Coach?

Medium’s Challenge: Determining whether “Highlights” added value

Medium faced a challenge while determining a metric that can give them an accurate assessment of the desirability of this feature. In other words, they needed a metric that would tell them whether the “Highlights” feature made user interactions better and more rewarding.

How did Medium do it

The team at Medium solved the challenge by shifting their focus to one crucial metric rather than multiple vanity metrics such as organic visits and retention time which signifies how much value your users are getting out of your product based on retention rate. 

For Medium, it was Total Time Reading (TTR) . It is calculated by estimating the average read time which is the number of words divided by the average reading speed (about 265 WPM) and adding the time spent by the reader lingering over good paragraphs by tracking scrolling speed.

4. Ipsy: Managing distribution 

Michelle Phan started her journey as a YouTuber who recognized the importance of makeup in someone’s self-expression. She has been sharing beauty tips and makeup tutorials with her audience since 2007. 

While on a trip to Thailand, she observed how little girls scrambled to pay for makeup samples in front of vending machines. Five years later, she launched a subscription-based Glam Bag program — where the customers will receive 4-5 deluxe-sized samples of makeup products.

MyGlam, as it was known back then, quickly gained over half-a-million monthly subscribers which created one of the biggest online beauty communities.

Phan quickly realized what she wanted to do — to build a brand for women who wanted to share their perspectives on beauty and meet like-minded people with similar interests and styles.

Ipsy , which comes from the Latin root “ipse” meaning “self”, was created by Phan, Marcelo Camberos, Jennifer Goldfarb, and Richard Frias to expand the user experience.

Although Phan knew how to convert viewers into paying customers, executing a marketing strategy by scaling it up was challenging.

Ipsy’s Challenge: Managing a content distribution strategy

The first makeup tutorial by Michelle Phan has now over 12 million views. Videos like that helped Phan get her first subscribers on her MyGlam program.

This shows the importance and impact of influencer-led content on revenue for businesses in the beauty industry.

However, running an influencer content distribution strategy involves collaborating with multiple passionate influencers. It was challenging to find like-minded influencers who will promote only one brand. Moreover, when working with influencers, it's important to implement effective content moderation to make sure the posted content aligns with your goals.

Phan and her team had a simple solution for this.

How did Ipsy do it

Phan and Spencer McClung, EVP of Media and Partnerships at Ipsy, partnered with beauty influencers like Bethany Mota, Promise Phan, Jessica Harlow, and Andrea Brooks who were already subscribed to MyGlam to create content exclusively for Ipsy.

In a case study analysis, McClung revealed that it put Ipsy on a content-based growth loop where the content was created by both the influencers and customers for the beauty community.

Sponsored content for products by influencers helped them increase their reach and helped Ipsy get more loyal customers. This growth loop gained Ipsy over 3 million monthly subscribers .

Suggested Read: Pivoting equals failure?🤯

5. Stitch Fix: Mastering personalization

Katrina Lake, the founder of Stitch Fix , realized back in 2011 that apparel shopping needed an upgrade. eCommerce failed to meet the expectations of the shoppers and retail shops were falling short in terms of options.

In an interview with The Cut , she revealed "Searching online for jeans is a ridiculously bad experience. And I realized that if I imagined a different future, I could create it."

After realizing that no one has merged data and fashion shopping, she set out to make a difference. She started a personal styling service out of her apartment in 2011 when she was pursuing her MBA from Harvard.

Lake relied on SurveyMonkey to keep track of her customer’s preferences and charged $20 as a styling fee. In late 2012 Eric Colson, then the VP of data science and engineering at Netflix, joined Lake on her journey of crafting the future of retail.

Lake and Colson wanted to give their customers much more than just personalized recommendations.

Stitch Fix’s Challenge: Building a personalized store

Stitch Fix wanted to give their customers more than just personalized recommendations — they wanted to build a personalized store for them where everything they look at, from clothes to accessories, matches their flavor.

But everyone’s body dimensions, preferences, budgets, and past choices are unique which can make building a personalized store difficult.

The team at Stitch Fix found a simple yet effective solution for this challenge.

How did Stitch Fix do it

Katrina Lake, CEO of Stitch Fix, revealed in a case study that personalization is crucial for the onboarding, retention, and monetization of customers.

When signing up, Stitch Fix asks you a few questions about your fashion choices and picks clothes that look the best on you. Furthermore, the collections in your personal store will keep improving as it continuously learns more about your personal preferences.

Also, there is no subscription fee which makes Stitch Fix a great option for occasional shoppers. Suggested Read: Canva’s Success Tale in the World of Design

6. Pinterest: User retention

Ben Silbermann started his tech career at Google’s customer support department. Although he loved the company and believed in its vision, he quickly became frustrated as he wasn’t allowed to build products.

With support from his girlfriend (now wife) Divya and a college friend Paul Sciarra (co-founder), Ben created an app called “Tote” in 2009 which was described as a “catalog for the phone”. Tote allowed users to catalog their favorite items and will be alerted whenever they were on sale so they can make a purchase.

However, the users used it to share their collections with each other instead. Ben recalled how he collected insects as a kid and loved sharing his collection with others. He recognized how people, in general, love to do that.

And, just like that, Pinterest was born where users can “pin” whatever they are interested in and add it to their personal collections.

Pinterest quickly became a hit and entered the global market.

Despite huge success within the US, Pinterest struggled to retain users globally. The team realized that the primary reason users churned is that something stopped them from getting the product’s core value — building personal collections.

Pinterest’s Challenge: Helping customers quickly realize the core value

There are many things that can prevent a user from accessing a product’s core value and one of them is internal friction within the product.

Pinterest’s product folks zeroed in on the one feature that was the gateway to the product’s core value — the “Pin It” feature.

Users outside the US simply couldn’t relate to the term, even though all it did was save the item they like to their personal collection.

How did Pinterest do it

The “Pin It” feature of Pinterest is linked directly to its brand identity. Casey Winters, former growth product lead at Pinterest, suggested changing it to “Save”, particularly in areas outside of the US.

As of the third quarter of 2022, it has over 445 million monthly users all over the world exploring various “ideas” to build collections for sharing with their friends.

Casey concludes in the product management case study that checking whether the users are getting your product’s core value is pivotal in solving most of your growth challenges.

Key Takeaways

Case studies for product management contain in-depth insights that help product teams improve their approach toward their product’s ideation, analysis , development, and commercialization.

The six product management case study examples we reviewed above give these crucial insights:

• Slack : Don’t forget to use social media for marketing your product before its launch.
• Superhuman : Focus on the users that will be “very disappointed” if they can’t use your product anymore to achieve product-market fit.
• Medium : Track the one metric that tells you whether your users are getting value from your product rather than vanity metrics such as organic traffic.
• Ipsy : Partner with influencers to educate your target audience on how to get the most out of your product.
• Stitch Fix : Learn about what your users want and recommend them just that.
• Pinterest : Continuously experiment by changing multiple variables to uncover new growth opportunities.

To put these lessons into practice, you need to provide your team with the right tools that help them interact with your users, learn about their preferences, monitor their usage data, plan the next steps, and manage product development effectively.

Zeda.io is a product management super-app that allows you to do just that. You can run your entire product management process , from ideation to delivery, in one place. Zeda.io comes with over 5000 integrations with Zapier, enabling you to hit the ground running in no time.

Start your free trial today . Also, looking for the latest trends in AI, UX, product management, and startups? Join our biweekly newsletter now! We distill complex topics into actionable insights just for you. Hit the 'Subscribe' button and never miss out on these valuable updates. Act now – because in the fast-paced world of tech, staying ahead matters! Subscribe here.

• What is a product management case study?

Answer: A product management case study is a detailed analysis of how a product was developed and iterated over time for maximum success. These studies help product managers learn from others and improve their own approach toward product management.

• How do you prepare a product management case?

Answer: You can prepare a product management case study in four steps — understand customer needs, monitor the stages of development, identify the factors that affected the course of product development, and extract takeaways.

• What are the 3 major areas of product management?

Answer: Discovery — recognizing the need for a product, planning — creating a roadmap to plan the product’s development, and development — the various sprints through which a product is developed are three major areas of product management.

• What are the 7 steps of product planning?

Answer: Concept development, competitive analysis, market research, MVP development, introduction, product lifecycle, and sunset are the seven steps of product planning.

• What are the 5 dimensions of product management?

Answer: Reliability, usability, functionality, maintainability, and efficiency are the five dimensions of product management.

• What are the 4 P's of product management?

Answer: Product, price, place, and promotion are the 4Ps of product management which represent four crucial aspects product teams should simultaneously focus on while developing a product. 

• What are the 5 phases of the product management process?

Answer: Idea generation, screening, concept development, product development, and commercialization are the five phases of the product management process .

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Journey Mapping: A Product Development Process Case Study

Product teams should regularly assess the product development process itself. Sebastian Gherman, a Toptal senior product manager, outlines his approach.

Underpinning every successful product is a successful product development process. As a senior product manager at Toptal, I’ve found that treating that process as a product in its own right results in measurable improvements that touch every facet of our work.

The team I lead comprises an engineering manager, nine software engineers , and one quality assurance engineer. Our work covers a wide spectrum of products and features that facilitate a healthy supply-and-demand balance for our talent network. In the sections that follow, I share how we evolved our product development process using customer journey mapping and arrived at greater efficiency, communication, and collaboration.

When the Process Is the Product, the Team Is the User

Products that are unsuccessful or ineffective often result from what a team, or even a single person, thinks users want and need, not what they actually want and need. A good product, however, is built on the qualitative and quantitative data derived from extensive user research sessions. Likewise, the product development process itself can be unsuccessful or ineffective when it is designed by a leader who assumes they know what their teams need.

As product manager or team lead, you should engage in the same kind of user research that you would carry out for a product—shadowing, interviewing, and surveying—with your team to make sure your process is similarly successful. The goal is to understand how your team is using the product development process and address any pain points they encounter along the way.

Build a Customer Journey Map

There are various ways to collect feedback from users, but customer journey mapping is the product discovery technique I use with my engineers. The result is a diagram that illustrates the steps users go through when engaging with your company, whether that be through a product, online experience, retail experience, service, or any combination of these. The more touchpoints your users have, the more complicated—and therefore necessary—a map becomes.

This technique explores users’ actions and emotions around that engagement to reveal pain points and opportunities. It’s an excellent way to uncover problems in your process.

Within the diagram, users are depicted as hypothetical personas. Each persona should have a short bio, including a description of their inner motivations and responsibilities, as this helps to humanize them. Each persona should represent a key type of user to offer a sense of the diverse wants and needs the solution must address.

Journey maps are organized by user stages. Each stage represents a major goal the user is trying to achieve in their overall journey. For each stage, and for each persona, ask your team to consider:

• Actions: What does the user do?
• Emotions: How does the user feel?
• Pain Points: What bothers the user?
• Opportunities: What are some possible solutions?

Asking the team “What bothers you about this product and how can we fix it?” would not be a useful way to gather information because, at the time the question is asked, they may not recall use cases or how they felt when they experienced an issue. Asking them to split the interaction into steps and asking them how users encounter each step helps the team surface the emotions associated with each stage of the journey.

Applying This Theory to Our Toptal Team

To understand how this theory applies in action, consider the journey map for the product development process that I created with my engineering team.

Using Miro , I created the journey map board, splitting the product development process into eight major stages:

• Roadmap Planning, and Defining Objectives and Key Results (OKRs)
• Product Specification
• Technical Analysis and Work Breakdown
• Implementation
• Quality Assurance and User Acceptance Testing (UAT)
• Pre-release
• Post-release

I chose two personas—software engineer and product manager—as these are the main users who engage with the process.

• Sergey, the software engineer: Sergey ensures the initiatives are delivered on time and to a high standard, while maintaining a robust code base and understanding of the latest technologies and tools.
• Matt, the product manager: Matt ensures the team prioritizes its efforts by working on the most impactful initiatives first. He also listens to stakeholder needs and communicates updates to the team regularly.

Prior to the session, I filled out the journey map for Matt, the persona in my role, in order to get an idea of how much time was required to complete the exercise, as well as to set the team’s expectations of the format. Next, I scheduled two 90-minute sessions across two consecutive days to ensure my team had enough time to complete the exercise without losing focus or energy. Because most engineers are unfamiliar with the journey mapping process, I shared links to the Miro board and a YouTube tutorial to help them prepare. Before the beginning of the first session, I confirmed that everyone understood the concepts.

As facilitator, I asked the team to suggest the actions, emotions, pain points, and opportunities for Sergey’s persona. Some team members were shy at first, but once a few people shared their thoughts, the session started to flow. I filled out cards on the Miro board based on their input.

Key Learnings From the Journey Mapping Process

The journey mapping process yielded five main takeaways:

• Keep the sessions short and focused. If there are more than a few stages within the journey map, I advise splitting the effort into two or three sessions to maximize productivity and to prevent team members from losing focus.
• Be a role model. Filling out the Product Manager swimlanes before the session sets a tone of honesty and openness, and demonstrates how to express these issues, encouraging team members to share their own emotions and pain points more readily.
• Create emotional safety. Team members may find it intimidating to share their struggles—most likely from a fear of being judged—but try your best not to intervene. Sooner or later, a more courageous team member will break the ice and things will start moving. When that happens, show empathy and appreciation. This will reassure other members that they are in a safe environment and they will feel more comfortable sharing their thoughts.
• Create a follow-up plan with your team. Some problems may be hard to solve, especially if the solution involves other teams or departments, but plan to keep your team updated about any relevant communication with, or changes from, those responsible parties who may impact the results of the journey mapping process.
• End with action steps. Create a list of action items, and assign an owner and deadline to each, which will help you realize tangible results from the session. Some examples that resulted in our case are depicted in the following table:

Why Was the Journey Mapping Exercise Effective?

The journey mapping exercise was extremely successful in presenting potential opportunities for improvement and fostering team spirit. It helped us in the following ways:

• It uncovered issues where I believed things were running smoothly and reinforced the importance of not making assumptions. For example, I assumed that everyone had sufficient training on Jira , which was not the case. On the other end of the spectrum, I thought asking the engineering team to record demo videos for new pieces of functionality burdened them, when in fact they valued the exercise because it helped them improve their presentation techniques and lessened their anxiety around being in front of a camera.
• It illuminated some improvements I could make, such as restructuring initiative cover pages to make them more accessible for engineers.
• It empowered the engineering team to take responsibility for the outcomes within their control because they were the ones proposing changes that they could test and further iterate. It was primarily a bottom-up process.
• It revealed that the pain point hot spots were predominantly around roadmap planning and implementation.
• It forged stronger working relationships among the team by acknowledging shared challenges. For example, a number of individuals on our team thought they were the only ones struggling with the CI/CD pipeline for a particular subsystem when, in fact, most of the team was struggling.

Scaling Considerations

If every product manager or team lead for engineering goes through this process with their team, a common set of problems will likely arise, indicating which issues should be addressed first. Teams should follow the updated process for a few months, then the feedback loop must be revisited again. This cycle should continue until the product development process is natural and easy, and supports the needs of the users in building top-quality software products.

In the case of my team, our new process has delivered tangible improvements on several fronts:

• The average time for tickets in review has been reduced by 22%.
• The product OKR completion rate has risen above 90% over the course of the last three quarters.
• The service-level agreement time for high-priority bugs has been met in 100% of cases.
• There have been no failed releases due to deployment problems.
• The average number of post-release reported bugs has decreased by 37%.

If your team is involved in building products , then your process should be subject to continuous scrutiny and improvement. If one function is not performing well, or if its product development process is weaker, that will impact the end result. While I used this practice for an engineering team, it can easily translate to user research , design, UI/UX , and content teams.

Your product development process is your most important product. Use this exercise to help perfect it, and see how much it elevates every product your team makes.

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Apple’s Product Development Process – Inside the World’s Greatest Design Organization

Apple’s Product Development Process may be one of the most successful design processes ever implemented. With a valuation that exceeds $2 trillion, there’s a lot that designers can learn from Apple and introduce into their own design environments.

Apple is a notoriously secretive business. In Steve Jobs’ time at the company it would have been near impossible to find out about the internal workings of the business. This isn’t surprising when a business’s market advantage is its design approach. It’s worth keeping it under wraps.

However, Adam Lashinsky, the author of Inside Apple: How America’s most Admired and Secretive Company Really Works has been given a look at the process. While there are still aspects of the way that Apple works that are shrouded in secrecy , you can get a good idea of the overall high level process through this book. And in this article, we’ve distilled the key takeaways from the book.

Apple’s Product Development Process

Design is at the forefront.

Author/Copyright holder: GiuliaPiccoliTrapletti . Copyright terms and licence: CC BY-SA 4.0

How do you give designers the freedom to design and ensure that the products they produce fulfil their visions? Well at Apple they put design at the forefront.

Jony Ive, the British designer who was the Chief Design Officer (CDO) at Apple, and his design team do not report to finance, manufacturing, etc. They are given free rein to set their own budgets and are given the ability to ignore manufacturing practicalities.

At the heart of the design department is the Industrial Design Studio where only a select few Apple employees have access.

It’s a simple concept that allows for the creation of incredible products.

Design Teams are Separated From the Larger Company

When a design team works on a new product they are then cut off from the rest of the Apple business. They may even implement physical controls to prevent the team from interacting with other Apple employees during the day.

The team is also removed from the traditional Apple hierarchy at this point. They create their own reporting structures and report directly to the executive team. This leaves them free to focus on design rather than day-to-day minutiae.

A Documented Development Process

Author/Copyright holder: Ed Uthman . Copyright terms and licence: CC BY-SA 2.5

The Apple New Product Process (ANPP) information is given to a product development team when they begin work. It details every stage of the design process and it goes into elaborate detail. The idea is to define what stages the product creation team will go through, who will be responsible for delivering the final product, who works on which stage and where they work and also when the product is expected to be completed.

Monday is Review Day

The Apple Executive Team holds a regular Monday meeting to examine every single product that the company has in design phase at that point in time. This isn’t as daunting as it may sound; one of the keys to Apple’s success is that they don’t work on hundreds of new products at once. Instead, resources are concentrated on a handful of projects that are expected to bear fruit rather than being diluted over many lesser projects.

If a product cannot be reviewed at one meeting – it’s automatically at the top of the agenda for the next meeting. In practice, this should mean that every single Apple product is inspected by the executive team at least once a fortnight. This keeps delays in decision making to a minimum and enables the company to be very lean with its approach to design.

The EPM and the GSM

The EPM is the engineering program manager and the GSM is the global supply manager. Together they are known within Apple as the “EPM Mafia”. It’s their job to take over when a product moves from design to production.

As you might expect, these people are usually going to be found in China, Apple does very little of its own manufacturing. Instead it relies on contract outsourcing companies like Foxconn (one of the largest employers in the world) to do this for them. This removes much of the headache of manufacturing for Apple whilst keeping production costs as low as possible. There is a significant market advantage to this approach and its one that many other electronics manufacturers are emulating now.

The EPM Mafia may sound scary (and they probably are to the suppliers) but their real job is simply to ensure that products are delivered to market in the right way, at the right time and at the right cost. They may disagree at points but their guiding principle is to act in the interests of the product at all times.

Iteration Is Key

Like any good design company , the design process at Apple is not over when manufacturing begins. In fact, Apple iterates the design throughout manufacturing. The product is built, it’s tested and reviewed, then the design team improves on it and it’s built all over again. These cycles take 4-6 weeks at a time and may be run many times over a product’s development lifecycle.

Author/Copyright holder: CyberDoc LLC . Copyright terms and licence: Fair Use.

When production is complete the EPM will take possession of some or all of the test devices and then take them back to Apple’s headquarters at Cupertino.

This is a very costly approach but it’s one of the reasons that Apple has a reputation for quality. The more you invest in design, the more likely you are to build incredible market changing products. It’s the process that the iPod, the iPhone and the iPad went through.

The Packaging Room

This is a very-high security area in Apple and it’s where prototypes are unboxed. As you might expect, the security is to prevent leaks to the outside world. If you ever do see a leaked prototype for an Apple product – it won’t have come from here. It’s more likely to have vanished from a production line in China.

A Launch Plan

Author/Copyright holder: Manutaus. Copyright terms and licence: CC BY-SA 3.0

The final step in Apple’s product development is product launch. When the product is considered to be as good as it can be – it enters an action plan known as “the Rules of the Road”. This explains all the responsibilities and actions that must be taken prior to a commercial launch of the product.

It must be a nerve-wracking experience to be privy to the “Rules of the Road” because if you lose it or leak it… you’re immediately fired. This is explained in the document itself.

The Take Away

Apple’s process is complex, expensive and demanding. If you compare it to most business theories – it shouldn’t work. However, to date it has out-performed even the wildest of expectations.

You may not be able to emulate all of their processes within the space of your own workplace but there’s no reason that you can’t develop written processes for design phases and launch phases of your projects, for example. And, of course, there is no reason at all for you in not iterating!

The more you know about successful design processes, the more you can take some of the best aspects of them and use them to enhance your own products.

Find out all the details of the design process in: Inside Apple: How America's Most Admired--and Secretive--Company Really Works by Adam Lashinsky ISBN 97814555512157, Published January 25, 2012

And take an insight into Apple’s greatest designer’s mind in : JonyIve: The Genius Behind Apple's Greatest Products by Leander Kahney ISBN 159184617X, Published November 14, 2013

Hero Image: Author/Copyright holder: Sreejithk2000. Copyright terms and licence: Public Domain.

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Product development process: The 6 stages (with examples)

The product development process is a six-stage plan that involves taking a product from initial concept to final market launch. This process helps break down tasks and organize cross-departmental collaboration. Find out how to implement a process of your own.

Product development is both an exciting and difficult endeavor. From initial ideation to research and prototyping, no two product launches are the same. However, there’s a general process that can help you get started with the product development process. 

The product development process describes the six steps needed to take a product from initial concept to final market launch. This includes identifying a market need, researching the competition, ideating a solution, developing a product roadmap, and building a minimum viable product (MVP).

The product development process has evolved in recent years and is now commonly used by dividing each step into six separate phases. This helps better organize the process and break individual deliverables into smaller tasks.  

What is product development?

Is product development the same as product management.

Though they sound almost identical, there's an important difference between product development and product management. Product development describes the process of building a product, where product management is the overseeing of that work. It's a slight difference, but an important distinction. A product manager, who often oversees a team that is in the product development process, will lead product management.

The 6 stages of product development

Not only does the product development process help simplify a launch, but it also encourages cross-team collaboration with teamwork and communication at the forefront of the process. 

Let’s dive into the product life cycle and define the six product phases. All of which can help you successfully launch your next product. 

1. Idea generation (Ideation)

The initial stage of the product development process begins by generating new product ideas. This is the product innovation stage, where you brainstorm product concepts based on customer needs, concept testing, and market research. 

It’s a good idea to consider the following factors when initiating a new product concept:

Target market: Your target market is the consumer profile you’re building your product for. These are your potential customers. This is important to identify in the beginning so you can build your product concept around your target market from the start.  

Existing products: When you have a new product concept, it’s a good idea to evaluate your existing product portfolio. Are there existing products that solve a similar problem? Or does a competitor offer a product that doesn’t allow for market share? And if yes, is your new concept different enough to be viable? Answering these questions can ensure the success of your new concept.

Functionality: While you don’t need a detailed report of the product functionality just yet, you should have a general idea of what functions it will serve. Consider the look and feel of your product and why someone would be interested in purchasing it.

SWOT analysis : Analyzing your product strengths, weaknesses, opportunities, and threats early in the process can help you build the best version of your new concept. This will ensure your product is different from competitors and solves a market gap. 

SCAMPER method : To refine your idea, use brainstorming methods like SCAMPER , which involves substituting, combining, adapting, modifying, putting to another use, eliminating, or rearranging your product concept.   

To validate a product concept, consider documenting ideas in the form of a business case . This will allow all team members to have a clear understanding of the initial product features and the objectives of the new product launch. 

2. Product definition

Once you’ve completed the business case and discussed your target market and product functionality, it’s time to define the product. This is also referred to as scoping or concept development, and focuses on refining the product strategy. 

During this stage, it’s important to define specifics including:

Business analysis: A business analysis consists of mapping out distribution strategy, ecommerce strategy, and a more in-depth competitor analysis. The purpose of this step is to begin building a clearly defined product roadmap.

Value proposition: The value proposition is what problem the product is solving. Consider how it differs from other products in the market. This value can be useful for market research and for developing your marketing strategy.

Success metrics: It’s essential to clarify success metrics early so you can evaluate and measure success once the product is launched. Are there key metrics you want to look out for? These could be basic KPIs like average order value, or something more specific like custom set goals relevant to your organization. 

Marketing strategy: Once you’ve identified your value proposition and success metrics, begin brainstorming a marketing strategy that fits your needs. Consider which channels you want to promote your product on—such as social media or a blog post. While this strategy may need to be revised depending on the finished product, it’s a good idea to think about this when defining your product to begin planning ahead of time. 

Once these ideas have been defined, it’s time to begin building your minimum viable product (MVP) with initial prototyping.

3. Prototyping

During the prototyping stage, your team will intensively research and document the product by creating a more detailed business plan and constructing the product.

These early-stage prototypes might be as simple as a drawing or a more complex computer render of the initial design. These prototypes help you identify areas of risk before you create the product.

During the prototyping phase, you will work on specifics like:

Feasibility analysis: The next step in the process is to evaluate your product strategy based on feasibility. Determine if the workload and estimated timeline are possible to achieve. If not, adjust your dates accordingly and request help from additional stakeholders.

Market risk research: It’s important to analyze any potential risks associated with the production of your product before it’s physically created. This will prevent the product launch from being derailed later on. It will also ensure you communicate risks to the team by documenting them in a risk register . 

Development strategy: Next, you can begin working through your development plan. In other words, know how you’ll be assigning tasks and the timeline of these tasks. One way you can plan tasks and estimate timeline is by using the critical path method . 

MVP: The final outcome of the prototyping stage is a minimum viable product. Think of your MVP as a product that has the features necessary to go to launch with and nothing above what’s necessary for it to function. For example, an MVP bike would include a frame, wheels, and a seat, but wouldn’t contain a basket or bell. Creating an MVP can help your team execute the product launch quicker than building all the desired features, which can drag launch timelines out. Desired features can be added down the road when bandwidth is available.

Now it’s time to begin designing the product for market launch. 

4. Initial design

During the initial design phase, project stakeholders work together to produce a mockup of the product based on the MVP prototype. The design should be created with the target audience in mind and complement the key functions of your product. 

A successful product design may take several iterations to get just right, and may involve communicating with distributors in order to source necessary materials. 

To produce the initial design, you will: 

Source materials: Sourcing materials plays an important role in designing the initial mockup. This may entail working with various vendors and ordering materials or creating your own. Since materials can come from various places, you should document material use in a shared space to reference later if needed.  

Connect with stakeholders: It’s important to keep tight communication during the design phase to verify your initial design is on the right track. Share weekly or daily progress reports to share updates and get approvals as needed. 

Receive initial feedback: When the design is complete, ask senior management and project stakeholders for initial feedback. You can then revise the product design as needed until the final design is ready to be developed and implemented. 

Once the design is approved and ready to be handed off, move onto the validation phase for final testing before launching the product. 

5. Validation and testing

To go live with a new product, you first need to validate and test it. This ensures that every part of the product—from development to marketing—is working effectively before it’s released to the public.

To ensure the quality of your product, complete the following:

Concept development and testing: You may have successfully designed your prototype, but you’ll still need to work through any issues that arise while developing the concept. This could involve software development or the physical production of the initial prototype. Test functionality by enlisting the help of team members and beta testers to quality assure the development. 

Front-end testing: During this stage, test the front-end functionality for risks with development code or consumer-facing errors. This includes checking the ecommerce functionality and ensuring it’s stable for launch.

Test marketing: Before you begin producing your final product, test your marketing plan for functionality and errors. This is also a time to ensure that all campaigns are set up correctly and ready to launch. 

Once your initial testing is complete, you’re ready to begin producing the final product concept and launch it to your customer base. 

6. Commercialization

Now it’s time to commercialize your concept, which involves launching your product and implementing it on your website. 

By now, you’ve finalized the design and quality tested your development and marketing strategy. You should feel confident in your final iteration and be ready to produce your final product. 

In this stage you should be working on:

Product development: This is the physical creation of your product that will be released to your customers. This may require production or additional development for software concepts. Give your team the final prototype and MVP iterations to produce the product to the correct specifications. 

Ecommerce implementation: Once the product has been developed and you’re ready to launch, your development team will transition your ecommerce materials to a live state. This may require additional testing to ensure your live product is functioning as it was intended during the previous front-end testing phase. 

Your final product is now launched. All that’s left is to measure success with the initial success metrics you landed on. 

Product development process examples

Now that you understand the six stages of the product life cycle, let’s look at real world examples of some of the most successful product development strategies of iconic startups to inspire your own.

Example 1: How Figma expanded their product features

Originally started in 2012, Figma was the first professional-grade UI design tool built entirely in the browser. Today, Figma has grown into the leading competitor for design web applications.

Their mission is to make design accessible to more people and help them bring their creativity to life. They’ve shown this by continuously adding new product features—like multiple flow capabilities, a brainstorming timer, and an interactive whiteboard—coordinating successful software releases, and building trust through transparency.

Read our case study to learn how Figma uses Asana to manage development backlogs. 

Example 2: How Uber solved a market gap

While today we think of Uber as the biggest ride-sharing service, that wasn’t always the case. They too started with a compelling product strategy that made them into the innovative company they are today. 

Uber’s strategy began by solving a gap in the existing taxi industry: creating an easier ride-hailing process with simplified payment processing. But they didn’t stop there: they continued to innovate their product portfolio by developing ride tiers ranging from luxury to budget-friendly. 

While each situation varies slightly, with the right product strategy, you too can create an innovative portfolio. 

Who is part of the product development team?

There are many stakeholders and various teams that assist with the product development process. The main leader is the product manager, who oversees all product tasks related to ideation, research, development, and product launch. 

Additional important stakeholders include:

Product management: A product manager oversees all areas of the product life cycle and works to bridge communication gaps between various internal and external teams. The product manager works to initiate new product launches and initiates product ideation and market research.

Project management: A project manager may be involved in the product development process to assist with cross-departmental communication. They might also assist with task delegation and goal tracking.

Design: The design team helps during the prototyping and designing phase to support the visual product concept. It’s important to connect product designs with brand guidelines and UX best practices. 

Development: The development team helps with the implementation of the product on your website. Most commonly, a team of developers will work together to build the new product offering depending on the complexity of the concept.

Marketing: The marketing team will assist with developing the marketing strategy and testing it before the product goes live. They will also measure the success of the marketing initiatives.

Sales: The product manager works with the sales team to come up with an effective strategy and report on success metrics after the product has been implemented. 

Senior management: Senior stakeholders may need to give final approval before the product can go to launch. 

In addition to these important roles, other teams that may be involved are finance, engineering, and any other related stakeholders. All of which can play a role in the process depending on the complexity of the concept. 

The process that simplifies product development

The right product development process can help you streamline each step with organized tasks and team collaboration. The six stages outlined above will get your team through all steps of the process, from initial idea screening to the development phase. 

But you might need help along the way. Coordinate tasks and organize your product development process with Asana for product management . Asana can help get your products to market faster by tracking workload and simplifying planning.

Related resources

Burndown chart: What it is and how to use it (with example)

What are story points? Six easy steps to estimate work in Agile

Smooth product launches are simpler than you think

How Asana uses work management to streamline project intake processes

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Case study: from new product launch to $1.4 million in a month, manufacturing.

• Founded more than 30 years ago, Golden Monkey Foods has built a reputation as a popular, traditional snacking product manufacturer with a strong presence in China. Golden Monkey aspired to be the preferred candy provider across all age groups but needed to create a new product with a digital-first strategy to engage with the younger generation. 
• Read on to see how Golden Monkey used performance and omnichannel data to achieve a remarkable $1.4 million in revenue within one month.

Read this article in your language

Hear from Golden Monkey Food

The story of golden monkey.

Golden Monkey is a veteran in the Chinese Candy category, most known for its product in the Candy sub-category—specifically Chocolate Biscuit Bites and Milk Candy. The company manufactures more than 200 varieties in six snacking sub-categories, including Milk Candy, Fruit Candy, Chocolate, Salty Snacks, Soy Products, and Baking Products.  

To ensure this legacy continued with a new generation, the company was exploring new product innovation. But identifying always-changing Chinese consumers’ needs in the Candy category, and responding effectively in a timely fashion, was a challenge for Golden Monkey.  

To stay ahead in the market, the manufacturer needed an enterprise-level digital transformation to enable a culture of data-driven decision-making, and they wanted to work with the best—so they partnered with the data and analytics experts at NIQ.

Identifying the right path for growth

NIQ’s detailed market data revealed an important trend— sales in the Gummy category in China were increasing year over year, and more brands were launching items in the category.

Golden monkey learned that traditional Candy companies weren’t the only ones diversifying their portfolios in the Gummy category. Emerging online brands were also entering the category, and creating popular new offerings—”Functional Gummies,” which showed promising growth among young consumers.

Na Guo, Marketing Director, Golden Monkey Food noted, “With the change of the times, the channel ecology and consumer demand, it has been difficult to meet the expectations of consumers in Confectionery with traditional products. We needed to be more front-loaded through the means of data to find out the potential needs of consumers, layout the market in advance, and to become the creator of hot-selling confectionery products, which is also a key opportunity for Golden Monkey Food to be able to continue to move towards the next 30 years.”

Neo Zhu, Senior Brand Manager at Golden Monkey Food said, “As a long-established Candy brand, Golden Monkey Food believes that through product research and innovation and its own supply chain advantages, it will occupy a certain position in the Gummy track.”

Seeing the high demand for Gummies and increasing competition in the category, the next challenge for Golden Monkey was finding the right differentiating feature to help the new product stand out and win.

Product, audience, price, and availability

NielsenIQ data also helped guide Golden Monkey’s product formulation, channel, and pricing strategies. 

Neo noted, “Before we conceived the new product, we first thought about the question of how to reinvent the gummy business? With the support of NielsenIQ data, we decided to make a fruit sandwich Gummy for the “modern new woman.” 

NielsenIQ data helped identify that “the modern new woman” is focused on health, so Golden Monkey incorporated key features including juice, additional vitamin C, and more to ensure the product appealed to newer generations pursuing healthier lifestyles.  

Data also revealed key channel dynamics that helped inform Golden Monkey’s channel strategy.

“We found from NielsenIQ data that the convenience store channel is the core sales contribution channel of Gummies, so our packaging form, specifications, and pricing are more in line with the current situation of the channel format, seizing the core price and specification bands of the format, and driving the overall dynamic sales performance and sales growth of the products,” Neo said.

Overall Results

Over the course of six months, the 30-year-old manufacturer was able to identify a growth opportunity, develop a new product, and enter a new market. And the success of the new Gummy product was clear from the get-go, eventually achieving $1.4 million in sales in the first month after launch.

“This digital collaboration with NielsenIQ for product insights is the first step, and a successful one. In the face of the constant challenges of the future market, it is important to stay ahead of the curve while maintaining a steady pace to stay alive in today’s highly competitive environment.

To be the market leader, the first step is to have a keen insight, I believe that the data support provided by NielsenIQ will play a key role in the future development of Golden Monkey Food, and the two sides will work closely together for a win-win situation,” said Na Guo, Marketing Director, Golden Monkey Food.

“In recent years, local FMCG companies have been increasingly modernizing their management and marketing approaches. With the deepening of our cooperation with Golden Monkey Food, we found that NielsenIQ data can better empower companies in product development, sales management, marketing planning and financial management, and help them breakthrough in growth. We believe that with deeper cooperation with local companies, we can better find the fit with local clients and ultimately achieve win-win results,” said Jack Zheng, Senior Director, NIQ.

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A Systems View Across Time and Space

• Open access
• Published: 17 July 2023

New product development process and case studies for deep-tech academic research to commercialization

• Pravee Kruachottikul 1 , 2 ,
• Poomsiri Dumrongvute   ORCID: orcid.org/0009-0009-7461-5888 3 ,
• Pinnaree Tea-makorn 4 ,
• Santhaya Kittikowit 5 &
• Arisara Amrapala 6  

Journal of Innovation and Entrepreneurship volume  12 , Article number:  48 ( 2023 ) Cite this article

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This research proposes a new product development (NPD) framework for innovation-driven deep-tech research to commercialization and tested it with three case studies of different exploitation methods. The proposed framework, called Augmented Stage-Gate, integrates the next-generation Agile Stage-Gate development process with lean startup and design thinking approaches. The framework consists of six stages and five gates and focuses on critical thinking to help entrepreneurs avoid psychological traps and make the right decisions. Early activities focus on scouting for potential socioeconomically impactful deep-tech research, developing a business case, market analysis, and strategy for problem–solution fit, and then, moving to a build–measure–learn activity with a validated learning feedback loop. Next, suitable exploitation methods are decided using weight factor analysis, developing intellectual property (IP) strategy, completing the university technology transfer process, and participating in fundraising. To pass each gate, the committee board members, consisting of tech, business, IP and regulatory, and domain experts, will evaluate the passing criteria to decide Go/No-Go. Applying the framework to the case studies results in successful university research commercialization. The model, case study, and lessons learned in this paper can be useful for other deep-tech incubator programs to successfully launch deep-tech research for commercialization. The case studies’ positive outcomes validate the Augmented Stage-Gate framework, yet their success is not entirely guaranteed due to external factors like regulatory constraints, entrepreneur characteristics, timing, and the necessary ecosystem or infrastructure, particularly in emerging markets. These factors should be taken into account for future research purposes.

Introduction

Deep-tech innovation is a new wave of impactful innovation that drives the economy and society. Unlike digital innovations such as mobile apps and digital platforms that disrupted many old-fashioned businesses in past decades, deep-tech is unique, high-value, hard-to-reproduce technological or scientific advances that will improve the technological frontier or disrupt existing solutions and result in socio-economic impacts (De la Tour et al., 2017 ). Deep-tech innovation is usually led by megatrends and unmet needs (Linden & Fenn, 2003 ).

Thailand, a developing country, relies heavily on traditional businesses such as sales, marketing, and services. Thailand’s gross expenditure on R&D (GERD) is lower than that of other middle-to-high income countries. In 2018, Thailand spent 1.11% of gross domestic product (GDP) (182 billion baht) compared with an average of 1.41% for the upper-middle-income group and 2.43% for high income countries. GERD was expected to reach 2% of GPD in 2027 but this was revised to 1.46% due to the COVID-19 pandemic, assuming no new measures to boost R&D investment. Nevertheless, various government policies require stimulus to R&D spending, especially for SMEs and innovation-driven enterprises through the Thai Bay-Dole Act (Office of National Higher Education Science Research and Innovation Policy Council, 2021 ). Therefore, deep-tech innovation applied to Thai businesses could be a potent new driver for its economy. Since most deep-tech originates from academia, researchers, patents, or publications, it is unlikely to be successful and sustainable without real demand from users or direction from the business side. This is because traditional academia focuses heavily on research, publication, and prototype development (Fellnhofer, 2016 ), rather than building a product that is ready for commercial use (Hicks et al., 2009 ). Promoting entrepreneurship, which is a combination of art and process to pursue opportunities and turn into a business regardless of resources, among academia can be helpful to create environments that support innovation development (Barringer & Ireland, 2012 ).

Moreover, many deep-tech innovations require a large amount of funding at the initial stage to build a prototype, perform user validation, and develop a business strategy. Additionally, deep-tech innovation is new, and the industry may not be clear about market needs or potential buyers. Therefore, the technology acceptance model (TAM) is used to understand predictors of human behavior toward potential acceptance or rejection of the technology, particularly technologies related to information and communication technology (ICT) (Lee et al., 2003 ). It can also provide a useful tool to assess the success of new technology introductions and help understand the drivers of acceptance to proactively design interventions targeted at users that may be less inclined to adopt new systems (Venkatesh et al., 2003 ). After validating the market and technology, it is time to decide on commercialization options (Yaldiz & Bailey, 2019 ).

For deep-tech innovation to become successful exploitation from the research ideation stage until commercialization, it requires a product development model suitable for university research initiation and developing market environment. Meanwhile, many pieces of prior research on the NPD model and case studies were primarily conducted based on developed countries where the product development was done within the established company ecosystem (Cocchi et al., 2021 ; Cooper, 2016 ; Cooper & Sommer, 2016 , 2018 ; Salvato & Laplume, 2020 ; Walrave et al., 2022 ; Wuest et al., 2014 ). However, this study highlighted the importance of a specific NPD model in the academic initiative context with low resources and a lack of infrastructure setting, which generally happens within developing countries (Ravi & Janodia, 2022a ). This study is essential to promote deep-tech in Thailand and to help other developing countries that require a new growth potential to drive the economy. Consequently, to accelerate deep-tech innovation in Thailand, the Chulalongkorn University Technology Center (UTC) was established in 2019 as a platform to spring-board academic research to commercialization and facilitate among stakeholders within the ecosystem based on triple helix model, which promotes the way of working that the government, private sector, and academia must collaborate to form a solid, deep-tech innovation ecosystem (Leydesdorff & Etzkowitz, 1998 ) to support manpower, finance, know-how, production facilities, regulation, and sandbox testing in order to expedite the speed of innovation development.

This study uses qualitative research and observation based on the actual case studies of the UTC portfolio research teams. The goal is to understand the pain points, needs, obstacles, and processes required for the successful exploitation of their project and then extract the vital insightful factors for applying to the NPD model, which will be later discussed in the Methods section.

To develop the proposed NPD model, several related NPD studies have been reviewed. Then the next-generation stage-gate development system integrated with agile development, lean startup, and design thinking methods is selected and then applied together with the insights obtained from qualitative research as the NPD model to develop successful business-driven deep-tech innovation. The effectiveness of the model is later tested and confirmed using both experts and observation, which will be later described further in the Results section. This framework, which we call the Augmented Stage-Gate framework, is important for successful innovation and is based on critical thinking. Because human decisions are influenced by the subconscious, it is essential to make decisions based on the results of logical reasoning and avoid psychological traps (Linden & Fenn, 2003 ).

In addition, three case studies are explained and discussed. Applying the Augmented Stage-Gate framework results in successful commercialization process in all three cases where the teams transferred the technology via a spin-off startup with a patent, non-profit use with trade secret, and licensing. The benefits of this study can be used as a framework and case study for successful deep-tech innovation development and commercialization, especially in the context of developing markets and academic research initiation. Several options are proposed and discussed. Finally, the study makes several recommendations for future research, including its application to other vertical deep-tech innovation areas.

Literature review

In this section, the literature on the NPD model, TAM model, and product readiness assessment is discussed. Generally, the NPD model, is a nonlinear and iterative process based on a problem-solving approach that is used for the conception, development, and launch of new products or services. It can help management understand user insights, challenge assumptions, redefine problems, and create innovative solutions to prototype and test with target users to successfully launch in the market. In addition, the NPD process is based on critical thinking, which is the ability to look at events, conditions, or thoughts with a careful eye and make decisions about the reliability and validity of the knowledge according to standards of logic (Seferoglu & Akbiyik, 2006 ). It involves identifying and analyzing informational sources for credibility, indicating previous knowledge, making connections, and deducing conclusions (Thurman, 2009 ). Higher-order thinking ability provides the opportunity to analyze the existing knowledge or situation to correct mistakes and complete deficits to reach correct conclusions (Howard et al., 2015 ). In this study, the authors select Stage-Gate, which is a macro idea-to-launch product development planning process that involves the Go/No-Go decision-making (Cooper & Kleinschmidt, 2001 ), as the baseline NPD framework because the model is easy to understand among stakeholders in a simple linear system format that consists of detailed guidelines for every stage and explains the criteria for management to make a decision whether to allow the development to pass each gate. These unique characteristics of Stage-Gate model strongly fit within the context of our study. While its principles can be applied, the Stage-Gate model, including the number of stages, activities, and gate criteria, has to be adjusted according to our objectives using the insights obtained from this study.

After the core concept of Stage-Gate model was chosen, several modern State-Gate models were reviewed. The next-generation Stage-Gate process that comes with the Triple A system and spiral concept that promotes the development process to be adaptive, flexible, iterative, and accelerated using a feedback loop from user validation (Cooper, 2016 ) can be applied to the model. Furthermore, there was a study of applying Agile project management methods, which highlights a process that is a dynamic planning process that is adaptive and flexible to changes in product development, into a traditional Stage-Gate system, called Agile-Stage-Gate Hybrids. The results looked promising for faster product releases, quicker and better responses to changing customer requirements, and improved team communication and morale (Cooper, 2016 ). Moreover, case studies in manufacturers conducted by R. Cooper in 2018 also supported the earlier finding; yet it also added some challenges in terms of management buy-in, resources needed and allocation, and fluid product definitions and development plans (Cooper & Sommer, 2018 ). These insights are also similar to the study by Zasa et al. ( 2020 ) who highlighted that agile project management will increase interaction among project stakeholders and help break big tasks into small and achievable action items (called sprints ) within a short period of time. They also suggested that successful implementation required the integration between traditional project planning modes and the agile method, cultural change, and perceptions of all stakeholders in the organization (Zasa et al., 2020 ).

Therefore, by applying modern concepts of Stage-Gate like triple A system with spiral concept and agile development, the earlier Stage-Gate baseline model can be improved in many ways. That is, the model becomes more adaptive and flexible to changing customer requirements and situations, increasingly improved team communication and morale, and further highlights on an iterative process to promote interfacing between the development team and the target user. Moreover, the importance of interfacing with users iteratively for business assumption validation is also similar to the principle of lean startup and design thinking. The lean startup encourages startups to challenge business growth hypotheses and use them to build the minimal viable product (MVP), then test and validate with the real user to learn whether it is required to pivot or preserve. This can be repeated many times during the NPD process; an approach called build–measure–learn (Ries, 2011 ). On the other hand, design thinking uses a designer’s sensibility and methods to match people’s needs to what is technologically feasible and a viable business strategy that can be converted into customer value and market opportunity (Brown, 2008 ).

In addition, the TAM can be useful to consider during the NPD process, in particular with ICT-related technologies. It can provide information regarding the probability of success during the introduction of a new technology and the key drivers of user acceptance to enable proactively designed interventions and strategies targeted at populations of users who may not be inclined to adopt new systems (Venkatesh et al., 2003 ).

Lastly, the authors review the study of product readiness assessment. This is important for our context because there is a misalignment issue from different stakeholders when evaluating the readiness of the new product development. This is a typical problem found when the product is not ready for commercial. Yet the team has to communicate readiness level with stakeholders for different purposes such as fundraising, selling, field testing, etc. The first assessment is the technology readiness level (TRL) which was introduced by the National Aeronautics and Space Administration (NASA) in the 1970s. It is a well-recognized and useful tool to determine the maturity of new technologies. It is also a discipline-independent program that enables more effective assessment and communication. Its nine assessment levels are beneficial to determine the readiness of new technology and/or capability during the technology life cycle, which includes the completion of systems analysis and conceptual design studies, determination from several design options, and decision to start full-scale development (Mankins, 2009 ). Another assessment is the investment readiness level (IRL) proposed by Steve Blank in 2013, which is also divided into nine levels. IRL is used to evaluate how investment-ready a technology is by validating its business model to help investors assess the risk of investment (Blank, 2014 ). Investment readiness can be defined as a set of business development processes that increase business venture readiness as candidates for equity investors (Aernoudt et al., 2007 ). Alternatively, it is the capacity of the business venture to look for external funding, especially from an equity investor, to understand the specific needs required by an investor and be able to give an investor an attractive business proposal with high confidence (European Commission, 2006 ). Entrepreneurs need information and advice on the advantages of raising equity financing, what it means, and how to become investment-ready (Mason & Kwok, 2010 ). In addition, Australia National Investment Council. & Marsden Jacob Associates ( 1995 ) proposed that businesses that are not investment-ready are primarily the result of a lack of information. This means that they do not know about the role of equity finance and are unaware of what is involved in raising money, what is required to attract investors, and how to convincingly express their investment proposals (Australia National Investment Council. & Marsden Jacob Associates., 1995 ).

In this research, the authors use the next-generation stage-gate process as the baseline for the NPD process and then propose the modified NPD framework for new deep technologies that are more suitable for academic research initiation to commercialization in developing markets, called the Augmented Stage-Gate framework. The framework was designed using the insights obtained from in-depth interviews of 19 research teams who had been working on deep tech research and entered the three-month entrepreneurship development program in 2019. The interview was conducted at the end of the program and focused on understanding the pain points in the research-to-commercialization process in terms of entrepreneurship, business development, networking, financial, technology transfer process, progress assessment, and goal. After careful analysis, several recommendations were proposed and integrated into the Augmented Stage-Gate framework as shown in Table 1 .

The Augmented Stage-Gate framework highlights more on the Agile development process, flexible entrepreneurial development program, progress assessment using TRL and IRL, process management specialist to guide along the academic research to commercialization journey and bring in a network of business partners and legal experts to support. Its structure is divided into six stages (innovation ideation, build business case, development, test and validation, launch, and scale-up) with five gates (screening, go to development, go to test, go to commercial, and post-launch review). Here, stage means the process for work to be completed, and gate is for the Go or No-Go decision-making. TRL and IRL assessments, as shown in Table 2 , can be used to evaluate progress in terms of technology and business readiness at each stage.

The Augmented Stage-Gate framework applies the principle of the next-generation Stage-Gate’s triple A system and spiral development, which aims to overcome the typical challenges when handling undefined requirements during initial development, and Agile development, which aims to increase interaction among project stakeholders and help break big tasks into small and achievable action items (Sprints). This is because most customers are uncertain about their needs and so the product definition prior to development is unclear. The triple A model promotes each stage to be adaptive and flexible, agile, and accelerated while the spiral development concept promotes experimentation. This is also similar to what Isaacson ( 2011 ) described Steve Jobs’ philosophy during his development career at Apple that encouraged project teams to fail often, fail quickly, and fail cheaply. With the benefits obtained from the Augmented Stage-Gate core concept, the product design and definition can adapt to new information, customer feedback, and changing conditions along with multiple iterations of validation activities with users or customers throughout the NPD cycle. In addition, it is important to understand that the details of the process and its functions may differ from project to project, especially with deep tech, academic research initiative, and emerging market environment. Therefore, a flexible gating process must be leaner, faster, adaptive, and risk based. Experienced project teams, mentors, and stage-gate committees are also important to guide startup work throughout the NPD process. Additionally, even though the NPD model is represented in a simple linear format, in reality, it is common that each step can be repeated many times and also go back and forth between stages, depending on the readiness, criteria, and requirement to pass each stage.

Then the effectiveness of the Augmented Stage-Gate framework was tested with three cases, to be discussed in Sect. 4. The cases were research teams that joined UTC in 2019 after the new framework had been designed and completed the final stage of the framework by September 2022. The teams were willing to participate in the study. We gathered the information for the cases via observations and interviews.

The authors directly observed the teams as they moved through each stage of the framework. Tangible results such as actual sales, contract execution, regulatory approval, and certifications, were recorded. The authors also had access to relevant documents related to the development process since the teams were required to submit a progress checklist and presentation slides. Information reported (as appropriate to each stage) includes team, research and development progress, regulatory process, business plan, project planning and concept, product design, milestones, risk assessment, technology verification and validation (MVP), market validation, legal activities, IP status, implementation and operations, sales and marketing, and financial activities. These documents were collected and analyzed for the case studies.

In addition to observation, the authors interviewed the stage-gate committees and two or three people from each team (the principal investigator and 1–2 team members). The interviewees were asked to describe the team’s journey, how they applied the Augmented-Stage-Gate framework, and the results they achieved. The interviews also explored any significant challenges encountered during implementation, along with the solutions that the teams developed.

The interviews were recorded and transcribed, with the transcriptions used to create a final summary of the case. The summary was then reviewed and approved by the interviewees. In some cases, we went back to the interviewees multiple times to get additional information or to conduct follow-up interviews when the implementation and results had become clearer.

The Augmented Stage-Gate process of new product development

The proposed Augmented Stage-Gate process, as shown in Fig.  1 , is divided into six stages. In addition, the below detail explains the objective, activity, and criteria to pass the gate of each stage (as also summarized in Table 3 ).

Stage 0: innovation ideation stage. As a technology incubation office, one of the important roles at UTC is to search for impactful deep-tech research in focused areas that potentially impact our way of life and attitudes in all aspects. To achieve this, UTC has been working with various business partners and consultants to gain market insights while studying market research information for mega trends. Using this information, UTC scouts, classifies, and prioritizes potential research projects. After finding candidates, UTC works closely with them through various programs such as boot camp, workshop, and mentoring to develop the entrepreneurial knowledge and skill in order to help conduct an initial business feasibility study. Another advantage is to give entrepreneurs an understanding of the business journey, challenges, and exit plan so that they can prepare themselves with both skills and morale to be ready before launching. Moreover, the entrepreneurial development program is provided in a flexible format both online and offline to suit with the availability of researchers who might have other full-time jobs at the beginning. Usually, the business model canvas (Osterwalder et al., 2005 ), with its nine building blocks template, is used to communicate a firm’s or product’s value proposition, infrastructure, customers, and finances to stakeholders. After completion, the team is ready for the official screening, where the committee board consisting of business, technology, and legal experts will evaluate each research project.

The first step is to identify the target customer and study the user journey to understand the pain points and user insights. Additionally, lead users—advanced users who deal with an individual problem very intensively (von Hippel, 1986 )—are a subset of target users and can be helpful for the research team to test, validate, and gain valuable feedback on the early development product. Like design thinking, the concept starts with understanding the way customers do things and why, their physical and emotional needs, how they think about the world, and what is meaningful to them. This can be done by carefully observing, engaging, watching, and listening to the users and stakeholders, and then crafting a meaningful and actionable problem statement that focuses on the insights and needs (Brown, 2008 ).

The second step is to analyze internal and external market data. This process aims to understand the business environment and will allow us to better plan so that the threats and opportunities associated with the target area of the business are understood. An internal analysis examines factors within the research project and its co-founding team. The preferred analysis is a SWOT (Strength, Weakness, Opportunity, Threat). Meanwhile, an external analysis examines the wider business environment outside the research project. A popular tool for this is the PESTEL five-force analysis. The key to this process is to ensure that there is market demand to continue the tech-market fit development process.

The third step is to complete an initial financial management strategy, including profit and loss analysis, cash flow planning, and fundraising, that can help the entrepreneur understand the business from a financial perspective in different scenarios and help the business thrive. Because deep-tech product development usually requires a large amount of money and lengthy development time, careful planning in this step is much cheaper regarding business risk. It can avoid cash flow issues that may cause the company to go bankrupt or project delays. Moreover, financial planning can be used to estimate how much investment is needed in each venture development stage so that the entrepreneur can develop a successful fundraising strategy for investors or government grant agencies.

The next step is a preliminary study of the IP landscape. This gives the research project a high-level perspective on the constraints and opportunities regarding the potential exploitation and freedom to operate of IP rights. The researchers can conduct this by themselves or consult with the university IP office since normally the university provides IP support through its Technology Transfer Office (TTO) and IP Practicum Clinic, or by outsourcing services to specialized law firms.

After that, it is time for regulatory planning to help the research team understand and anticipate what regulations are required for each target market. For instance, Med Tech requires FDA (Food and Drug Administration) for commercialization, IRB (Institutional Review Board) for conducting a clinical trial in humans, and GMP (Good Manufacturing Practice) for manufacturing medical devices. Meanwhile, the PDPA (Personal Data Protection Act) is required to use personal data. Generally, the university technology office can be a helpful resource for regulatory advice.

Finally, since deep-tech initiates from academic research by nature, the original research team usually consists mainly of tech-savvy people. Therefore, to become a successful venture, it is crucial to find co-founders with business skills to join the team. Business case competitions or networking events within the university ecosystem can help form an organic partnership.

Augmented Stage-Gate framework

Stage 1: build business case stage. The main activity focuses on developing and validating the business model with target users by demonstrating the prototype and then measuring customer satisfaction, interest, or purchase intent. Usually, the prototype in this stage can be nonfunctional and developed based on the concepts of rapid, rough, and right. For example, AI and computer science technology can use UX/UI (user experience and user interface) and wireframe, which is a schematic or blueprint that is useful for thinking and communicating about the software structure among team members, as a prototype to validate the end-to-end solution idea with the user. Moreover, a network of mentors, domain experts, or key opinion leaders, which are mostly university alumni, can be useful resource because they are knowledgeable and experienced, in which they can give truthful advice and validate the solution idea. Another important thing is to interact with real users or customers as early as possible because today users’ roles have become more significant as a new source of innovation than in the past, when innovation was created solely from producers and supplied to consumers via goods and services, as described in Schumpeter’s theory of innovation in 1934 (Schumpeter, 1934 ). By working together, the research team can provide product knowledge, engineering, and manufacturing for innovative users to think and be creative (von Hippel, 1976 ), which means innovators receive an incentive to engage with users to develop innovative designs (Baldwin & von Hippel, 2011 ).

Stage 2: development stage. The main objective in this stage is to develop a workable and functional MVP, validate with the target user, and refine the business model. That is, it aims to improve technology progress and business strategy so that business risk can be reduced. However, it is noted that due to the Agile concept, the startup should target to break the development plan into small and achievable action items so that their hypothesis can be tested and learned often. In addition, validating the MVP in the closest real environment or sandbox, which refers to the environment that allows some players under specific conditions, to enter the market with fewer administrative constraints (e.g., licenses) or legislative requirements (Tsai et al., 2020 ), is recommended to move the MVP and business closer to the commercial version.

Stage 3: test and validation stage. The goal in this stage is to obtain a commercial version of the MVP and business model. To do that, the lean startup’s validated learning concept is applied to this stage because it can show whether the innovation development and business are moving in the correct direction according to the business model. If not, the innovation can be pivoted; a structural course correction to test a new fundamental hypothesis about the product, strategy, and engine of growth. To make the validated learning successful, cause-and-effect questions with actionable and quantitative metrics are essential. After the new features of the MVP are developed, it will be measured with the user to determine if it demonstrates business growth according to the underlying hypothesis, a process can be repeated many times. The benefit of embracing validated learning is to substantially shorten the developmental cycle.

Stage 4: launch stage. The main goal for this stage is to introduce the market of commercial products. The technology development team participates in a build–measure–learn activity to reach the closest version of a commercial product, while the business development team focuses on delivering a commercial final version of the business plan, sales and marketing strategy, IP strategy, regulatory planning, team formation and financial strategy to select the best commercial option with the highest probability of success and return on investment. In addition, if the university IP is used, the team must complete the technology transfer process. Moreover, according to the business model canvas template, this step must ensure that all nine blocks are validated with stakeholders in a way that leads to business growth and the commercial version of the MVP is refined accordingly. The next step is to finalize the IP submission and strategy, consisting of the final IP draft, valuation, and portfolio management, to obtain optimal legal protection and manage the IP effectively. IP valuation, calculated using either cost-based, income-based, or market-based methods, is useful for the entrepreneur to decide on a proper commercialization option and IP valuation for fundraising. Thus, it should be finalized before going to market. Even though IP services can be particularly expensive and time consuming for such early-stage endeavors, the benefit obtained from IP valuation and protection with a well-managed IP strategy generally increases company competitive advantages tremendously after successful exploitation.

The university technology transfer process is an intrinsic part of the technological innovation process. It is the process of conveying results stemming from scientific and technological research to the marketplace and to the wider society along with associated skills and procedures. To achieve a successful technological transfer, many factors must be considered. Souder et al. ( 1990 ) described seven best practices as analytical, facilities, pro-actions, people roles, conditions, technology quality, and organization. Meanwhile, Gorschek et al., ( 2006 ) recommended close cooperation and collaboration between researchers and practitioners. However, both entrepreneurs and tech transfer officers must discuss and plan each option carefully for the benefit of all stakeholders.

After completing the previous steps, it is time to decide on commercialization. Exploiting an innovation is not only about starting a new company, but there are also many other pathways to bring ideas to markets, such as licensing, joint ventures, and M&A (Schaufeld, 2015 ). Thus, to choose which option is suitable, the entrepreneur needs to consider factors such as market opportunity, IP protection, operation risk, time commitment, return on investment, and investment amount. A complete business plan should be developed and carefully verified, so that entrepreneurs can understand the business opportunities and risks in advance. Table 4 shows an example of an option comparison with a weight matrix between spin-offs and licenses. Briefly, the Option A spin-off scores higher than the Option B license, which means it is the more desirable commercial option to an entrepreneur.

Stage 5: scale-up. This activity focuses on collecting and analyzing the feedback obtained after launch, providing newer and better versions of commercial products or business plans using market feedback, and fully penetrating the target market. Several considerations can be analyzed. The first is to assess whether the product is performing according to pre-defined expectations in terms of technical and business aspects such as functionality, revenues, costs, profits, and so on. The second is to check customer satisfaction or anything that affects the company’s value chain, including purchasing raw material, selling the product, and delivering the goods to the customer. Finally, we examine the strengths and weaknesses of the entire NPD process to learn and improve.

Results and discussion

Case studies.

The case studies below highlight the importance of having an NPD framework that is adaptable to deep-tech within university research and emerging market contexts, yet extensive enough to cover all the essential components to transform deep-tech research into an innovation that has a high-fidelity MVP, an accomplished business and market strategy, a clear pathway towards implementation in the real world, and a complete IP strategy and technology transfer process from academia IP.

ReadMe is an artificial intelligence (AI) research project application that began in 2013 to perform Thai object character recognition (OCR) in any scene image, which often has high perspective and distortion error, uneven illumination, and different image resolutions. Additionally, the Thai character structure itself is very difficult to read automatically, particularly using software algorithms, because it consists of a syntactic structure of up to four layers and a strict relationship between words. The research team was conducting research and development internally and working with various industry partners. An e-commerce platform and a railway engineering company were contracted to help understand business demand as well as to improve and optimize the AI model for real-world applications. Nevertheless, after many years the technology remained a research project; early customers did not have purchase intent with a long-term commitment although the Thai OCR reading accuracy was high. Upon applying our Augmented Stage-Gate Framework to ReadMe in 2019, we successfully transformed the deep-tech research into a tech startup named Eikonnex AI ( https://www.eikonnex.ai/ ) that has now secured business deals for commercial use in private companies.

At the screening stage, the project’s potential for exploitation, validity, market feasibility, and technological feasibility was assessed and found to fulfill all the framework’s criteria. ReadMe, a national award-winning research project, was a deep-tech text reader that was in development for six years, had a research prototype proven well in the lab with a TRL of 4 and an IRL of 1, was the state-of-the-art Thai text reader that was more accurate than other better-known OCR technologies, and is a high-potential technology that could impact the business, medical, and transport industries.

Following their selection, the research team carried out innovation framework activities starting with continuous customer validation, that later helped them develop their market research and business plans. A large majority of their customers were banks, driven by the digital transformation trend and strong competition in the financial industry. One of the most challenging and high-volume applications is the personal loan approval credit scoring. Most were unable to automatically read Thai bank statements correctly due to statement template differences from different banks and Thai character challenges, increasing the time required for loan approval. The team saw this opportunity and pivoted their target customer and core technology to become an OCR with automatic template detection to read bank statements instead. After this decision, the team quickly redeveloped their MVP and carried out multiple user validations using the build–measure–learn process. In the meantime, the team worked closely with a network of mentors to adjust and validate the product idea and business plan.

After rigorously applying the framework’s validation activities, the technology underwent a complete transformation and reached commercial readiness. The technology now had a TRL of 7 and an IRL of 7, completed the IP strategy by obtaining a patent for their technique, concluded the technology transfer process, and set up a spin-off tech startup. Moreover, in early 2021 a few months after their establishment as a startup, the company received its first business deal from one of the biggest banks and completed the technology transfer process. Currently, the company is making its first sales by providing Thai document reader solution services either as an API or as a customized technology. They will continue to move towards digital transformation and expand into a coherent document digitization platform.

It is clear that with the support, guidance, and structure provided by the Augmented Stage-Gate Framework as explained in Table 5 , deep-tech research can be transformed into an innovative, high-impact, commercializable product and company in one to two years.

Chest X-ray AI reporter for COVID-19

Following the trend in the use of AI for healthcare, the chest X-ray reporter was an R&D project by physicians and computational researchers that aimed to create AI software that could classify and report abnormalities for physicians to consider as part of their diagnosis. Nonetheless, the technology remained a research project as it lacked a workforce to develop the complete application software and system integration and had no exit strategy.

With the application of our framework and the outbreak of the coronavirus (COVID-19) pandemic, the technology met the immediate needs of society by being able to detect COVID-19 and numerous other conditions from chest X-rays. As of the end of 2021, this innovation was used as a not-for-profit technology in the King Chulalongkorn Memorial Hospital, helping many patients in need.

The technology had a TRL of three and an IRL of one at the time of screening with an alpha version of the AI algorithm. As this project is led by physicians and computational researchers who are experts in the field, it is considered a deep technology with high potential for use in hospitals, especially rural government hospitals that sometimes lack healthcare personnel or technology to analyze chest X-rays efficiently. This innovation may also be adapted for use in other types of X-rays for other diseases and undoubtedly has large potential to improve the accuracy of medical diagnosis. Thus, this research is a good candidate for our Augmented Stage-Gate framework as explained in Table 6 .

Following the development and validation activities of our framework, the research team recruited more AI engineers to develop their algorithms and UX/UI to enable intuitive use of the technology. Here, the code and interface were continuously revised with frequent customer and domain expert validations to select the most relevant features and data for physicians. To protect intellectual property, the technique was kept a trade secret. After using the framework for only one year, the work reached a TRL level of 7 and an IRL level of 7 and gained acceptance for not-for-profit use in the hospital for preliminary screening of COVID-19 and other chest X-ray abnormalities. At present, the innovation is used at Chulalongkorn Hospital. We believe that, with its initial success, the technology can be implemented in other hospitals to help improve patients’ quality of life. The project team is now involved in the process of technology transfer and spin-off.

Progesterone test kit

The progesterone test kit for swine is a medical technology that began with a contracted research project between the Chulalongkorn University Faculty of Veterinary Medicine and a multinational science and technology company. The research team has in-depth knowledge and IP for developing a test kit that can easily test the progesterone level of animals from serum samples. In this research, the industry partner wanted to detect swine progesterone in the form of a strip test as it is a cheap and convenient method for mass adoption. The company promised to license the technology for sales and marketing purposes after the prototype showed promising results.

This research project has a potentially high impact on the local livestock industry. It is a new state-of-the-art technology and is an easy, effective, and low-cost solution that addresses many pain points faced by the swine farm industry. Moreover, we foresaw that the technology could be adapted to detect other hormones and health- or disease-related biomolecules in other livestock, increasing the market size and potential customers in the future. Finally, the initial readiness assessment revealed a TRL of 6 and an IRL of 1.

With our Augmented Stage-Gate framework, as explained in Table 7 , and business directions from the industry partner, the project established its market and business strategy and financial analysis. Moreover, the project team also brought in the qualified diagnostic development (QDD) center of Chulalongkorn University to support strip test design and small-scale manufacturing. Furthermore, with continuous iterations of customer validation, the researchers were able to fit the technology to the user’s needs and better understand the type of collaboration the industry was looking for. Thus, the team had business matching opportunities and discussed plausible deals with potential customers.

After more than 6 months of fine-tuning all aspects of the innovation, the project had a TRL of 7 and an IRL of 7 with a final prototype and licensed their technology to an international company that will use the kit for real-world applications. With the success of their first deal, the team has leverage to make future deals with other private companies.

The Augmented Stage-Gate Framework was used in these cases to validate the potential for exploitation, validity, market feasibility, and technological feasibility. All projects had low levels of investment readiness and different levels of technological readiness at the time of screening but were all considered deep technologies with high potential for use in their respective industries. The framework helped the teams carry out innovation framework activities, including continuous customer validation, market research, and business plans. All projects underwent a complete transformation after rigorously applying the framework’s validation activities, which included developing their MVP, carrying out multiple user validations, and adjusting their product idea and business plan with a network of mentors. In terms of commercial success, ReadMe successfully transformed into a tech startup named Eikonnex AI and secured business deals for commercial use in private companies. Chest X-ray AI Reporter for COVID-19 remained a not-for-profit technology used in King Chulalongkorn Memorial Hospital to detect COVID-19 and other chest X-ray abnormalities. Progesterone Test Kit licensed their technology to an international company. It is shown that the Augmented Stage-Gate Framework effectively transformed research projects into innovative, high-impact, commercialized products and companies.

Past literature has mentioned that traditional Stage-Gate models are not suitable for many of today’s businesses due to fast-changing user needs, uncertain market requirements (Cooper & Sommer, 2018 ), or industry complexity that requires highly iterative cycles and external collaboration (Sommer et al., 2015) and requires a more flexible and adaptive Stage-Gate model such as integrating agile process (Cocchi et al., 2021 ). Case studies leveraging these models were mostly conducted in corporates in developed economies. Directly adopting successful models from developed countries’ academic institutions require a well-established technology transfer office (Ravi & Janodia, 2022b ). Other studies that focus on the academic context in developing countries made suggestions in the policy level, recommending that the government encourage technology transfer by connecting industry and academia (Kirby & El Hadidi, 2019 ; Ravi & Janodia, 2022b ). None has given practical, step-by-step guideline model for technology initiated from academic institutions like ours.

Therefore, our work provides the first proved example of a new product development model that can be applied in similar contexts—commercializing university technology in an emerging economy. It solves the problems that persist in developing countries, Thailand especially, of lack of literature, lack of evaluation from key stakeholders, and a design-actuality gap (Abbasi et al., 2022 ; Heeks, 2002 ; Kalyanasundaram et al., 2021 ; Ravi & Janodia, 2022a ). However, we believe this model can also be applied to ecosystems with better infrastructure and maturity. Once research can be stably commercialized, building a strong infrastructure for technology transfer office like those in developed countries is a task recommended in the long run.

Lastly, even though the result from these case studies can confirm the validity of the proposed NPD model, it is not a hundred percent guarantee of successful exploitation. There might be other factors or circumstances that can affect the result such as market or technology that is highly regulated by local law, certain requirements of entrepreneur characteristics, appropriate timing for market or technology readiness, ecosystem or infrastructure that is required for research to commercial process, especially in emerging markets that might have no mature standard yet, etc. Those mentioned can be considered for future research.

Theoretical implications

This study develops a modified NPD framework that incorporates agile, lean startup, and design thinking to the Stage-Gate model for effective research to commercialization process generated from within the university in developing markets. Using the proposed Augmented Stage-Gate framework that has six stages (Innovation Ideation, Build Business Case, Development, Test and Validation, Launch, and Scale-up), we have presented three case studies from the Chulalongkorn University Technology Center. The approach is structural and based on critical thinking, which helps the technology incubator to accelerate the idea-to-launch process, decide the Go/No-Go of each innovation project stage to prioritize resource contribution, and reduce the risk of failure. Applying an open innovation concept can be beneficial during the NPD process of exchanging internal and external ideas. For example, introducing market demand to guide the direction of research, bringing in high-quality human resources from outside firms to accelerate the research and development, engaging users or customers to trial the product at an early stage, and co-creating the sandbox area to test and validate the innovation. Nevertheless, the project team must have an open mindset and absorptive capability to capture the value of this approach. In addition, university or business incubators should engage legal experts to supervise each activity to avoid conflicts of interest with external parties.

Managerial implications

The actual journey from idea to launch can be different from project to project. Engaging the Next-generation Stage-Gate’s Triple A System, (Adaptive, Agile and Accelerated) and Agile development to the NPD process is very important. Especially during early stages, each project team should focus on setting up a problem statement and then experimenting to learn and fail early, fast, and cheaply. Additionally, we summarized the key lessons learned during the first few batches of the UTC incubation program. First, the importance of the stage-gate committee role and organization as they are the gatekeepers in deciding the Go/No-Go of each project’s stage. The team needs to understand each project very well and be able to effectively track development progress and milestones. Project management software tools can be helpful in sharing ideas and tracking progress among teams, mentors, and committees whose roles must be considered carefully. Second, the incubator is usually responsible for providing NPD guidelines and mentoring for each stage; yet the incubator must also sometimes play a hands-on role solving issues by working closely with each team, especially for topics that they are unfamiliar with or that are at high risk such as regulatory and IP issues. Third, especially during the COVID-19 pandemic period, many activities were conducted online, such as business matching, mentoring, and customer meetings. Online activities lack many of the emotional and social aspects of work done in person. Therefore, the community manager had to work hard to build a supportive environment, maintain momentum and create positive team dynamics. Still, our experience suggests that it is possible to practice a hybrid onsite/online model while maintaining social distancing during the COVID-19 period. Fourth, legal considerations such as NDAs (Non-disclosure Agreements) and co-founder agreements should be considered as early as possible to avoid any conflicts that could cause project delay or failure. Finally, creating an environment where research, business partners, investors, and mentors can get to know each other is very important. These relationships can be developed informally and can lead to successful business deals. However, tech incubators should be able to identify, understand, and manage the expectations and relationships of each party before organizing networking events so that win–win situations can be realized.

Ideas for future research

Further research on the deep-tech NPD framework applied to specific technologies such as Med Tech that require extraordinary activities or have important limitations is needed. Case studies of successes and failures can be very useful. Challenges involving multiple stakeholders in different development journeys can lead to project failure due to miscommunication, lack of transparency, and a lack of legal knowledge. Thus, integrating legal perspectives and creating legal readiness levels in each NPD journey is essential. Finally, an analysis of co-founder characteristics, such as personality and working style, can suggest suitable ways of commercialization to maximize the probability of success.

Availability of data and materials

Not applicable.

Abbreviations

Artificial intelligence

Food and Drug Administration

Gross domestic product

Gross expenditure on R&D

Good manufacturing practice

• Intellectual property

Institutional review board

Investment readiness level

Minimal viable product

National Aeronautics and Space Administration

Non-disclosure agreement

• New product development

Object character recognition

Personal Data Protection Act

Politics, economics, social, technology, environment and legal

Qualified diagnostic development

Strength, weakness, opportunity, and threat

Technology acceptance model

Technology readiness level

Technology transfer office

User interface

Chulalongkorn University Technology Center

User experience

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Acknowledgements

The authors would like to thank Eikonnex AI Co., Ltd., Chulalongkorn University Center for Artificial Intelligence in Medicine (CU-AIM), Chulalongkorn University Center of Excellence in Swine Reproduction, and Qualified Diagnostic Development (QDD) Center of Chulalongkorn University for assisting the required information and being used in the selected case studies. We would like to express our gratitude to the Second Century Fund (C2F) of Chulalongkorn University and the Program Management Unit for National Competitiveness Enhancement (PMU-C) of The Office of National Higher Education Science Research and Innovation Policy Council (NXPO) to support this research project. Lastly, we would like to thank the staffs of UTC, which now forms a research group called Ignite Innovation Lab.

Second Century Fund (C2F) of Chulalongkorn University and the Program Management Unit for National Competitiveness Enhancement (PMU-C) of The Office of National Higher Education Science Research and Innovation Policy Council (NXPO) to support this research project.

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Pravee Kruachottikul

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Faculty of Law, Chulalongkorn University, Debdvaravati Building 254 Soi Chula 42, Phayathai Road, Wangmai, Pathumwan, Bangkok, 10330, Thailand

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Sasin School of Management, Chulalongkorn University, Bangkok, 10330, Thailand

Pinnaree Tea-makorn

Faculty of Accounting and Commerce, Chulalongkorn University, Bangkok, 10330, Thailand

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PK, PD, and SK conceived the concept of new product development and entrepreneurship for academic research and technology transfer. PT wrote the manuscript. AA collected data from each research team and the publication templating.

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Kruachottikul, P., Dumrongvute, P., Tea-makorn, P. et al. New product development process and case studies for deep-tech academic research to commercialization. J Innov Entrep 12 , 48 (2023). https://doi.org/10.1186/s13731-023-00311-1

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