Summer-Winter 2024
Role: Product Owner
Overview
As a Project Manager at Marketwake, I had the opportunity to work on Punchlist, a web-based feedback management platform that we acquired. Initially, my role focused on rebranding the product to appeal to freelance designers and design agencies. However, after gaining deeper audience insights, we recognized that this target group had little need for an additional tool in their workflow. Using an agile approach, we pivoted to a new audience: construction managers, interior designers, and architects. Through research and interviews, we identified a significant industry pain point—communication inefficiencies between clients and construction teams. Punchlist presented a unique opportunity to modernize feedback processes by providing a digital solution that allowed clients to annotate and collaborate directly on shared materials.
The Challenge
The primary challenge was to make Punchlist an indispensable tool for an industry that traditionally relied on pen and paper. Construction professionals and designers often marked up physical documents and scanned them for digital sharing, creating inefficiencies and version control issues. While Punchlist had the potential to solve these problems, the product was not yet optimized for this audience. The user experience needed improvement, the brand identity did not resonate with the target users, and key features were missing. Additionally, we faced a tight three-month deadline to implement these changes and launch the new version of Punchlist.
The Solution
To ensure a successful product transformation, I stepped into the role of Product Owner, collaborating closely with the Product Manager. We implemented an agile workflow to enhance efficiency and deliver key features rapidly. One of the most critical additions was the markup feature, allowing users to draw directly on shared documents—a function that closely mimicked their traditional workflow. By working in short iterations, we successfully developed and deployed this feature in just two cycles.
Results
- Drove development of new key product features to bring value to the audience segment:
- Drawing Capabilities
- Video Uploads
- Tablet Compatibility
- Positioned Punchlist as a modern feedback tool for construction managers, interior designers, and architects, driving greater market alignment and user adoption.
- Enhanced usability and user satisfaction through UI/UX improvements tailored to a non-tech-savvy audience.
- Laid the groundwork for the successful rebrand and upcoming launch of the new Punchlist platform, set for April.
Contributions
- Coordinated product development efforts, optimizing the development backlog and driving a 50% increase in feature delivery.
- Applied Agile and SCRUM methodologies to accelerate strategic product iterations and deliver measurable user value.
- Led cross-functional collaboration with UI/UX designers, product engineers, and marketing teams to enhance product architecture and usability.
- Reorganized the backend structure to improve project and file organization, ensuring a user-friendly experience.
- Managed the rebranding initiative, aligning visual identity, copy, and positioning with the new audience.