Shaping product release experiences
Product Experience
Led the UX and design of a new product release model, improving how features are communicated, understood and adopted.
Increased feature
adoption
Used by sales and
account teams
Improved understanding
of new features
Shifted perception
towards SaaS
Last-minute launches
Marketing involved late, limiting planning and impact
Reactive launches with limited visibility
Product updates were shared late, with little structure or clear communication, limiting marketing support and failing to reflect user needs.
Problem statement
Unclear communication
Features lacked clear explanation and structure
Low visibility
Clients had limited awareness of new functionality
Disconnected teams
Product and marketing worked without a shared approach
solution
Creating a structured product release experience
Defined a new approach to quarterly releases, improving how features are presented, understood and delivered across teams.
UX ownership
Led the UX and design of release pages from concept through to delivery
Page and interaction design
Designed landing pages, feature breakdowns and user flows
How-to guidance
Introduced practical guides to support feature adoption
Experience structure
Defined how releases are organised, from feature grouping to overall page flow
Simplified interaction
Reduced multiple CTAs to a single clear action per page
Iterative improvement
Evolved the experience based on user behaviour and feedback
Improving how product updates are understood, adopted and communicated
RESULTS
The new release model created a clearer, more structured way to introduce features, improving both client understanding and internal usage.
Increased
adoption
Greater uptake of new features across the platform
Stronger
engagement
Clients engaged more with product updates and release content
Internal
usage
Sales and account teams used releases to support conversations
Clearer
understanding
Sales and account teams used releases to support conversations
Scalable model
Established a repeatable framework for future releases
Improved collaboration
Stronger alignment between product, marketing and design
Increased confidence
Teams better equipped to communicate product value
Product perception
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Shift from affiliate network to martech platform
Shifting perception towards a product-led business
The initiative helped reposition the company as a more mature, product-focused platform.
Better customer experience
Clients had clearer visibility and understanding of features
IMPACT
ToolsÂ
Asana
Adobe After Effects
Microsoft Teams
Microsoft Office
Figma
Microsoft SharePoint
Storylane