Product launch.
You’re shipping a product — an app, a platform, a service productised. The build alone won’t carry it: it needs a position people understand, an experience they stay for, and an acquisition-plus-onboarding engine that turns interest into use. That’s three disciplines, sequenced.
Where it goes wrong.
Product launches fail at the seams: the product ships without a story, the campaign promises what the UX doesn’t deliver, and nobody owns the first-week experience where retention is decided. One programme, one owner, no seams.
How the pillars combine here.
Positioning gives the product its story, design and engineering ship the experience, and growth builds the acquisition and lifecycle engine — planned as one launch, not three projects.
Five phases, in order.
Users, jobs and the market — what version one must prove.
Position, scope and architecture locked; launch plan drafted.
Experience designed and tested; campaign built alongside.
Product shipped, instrumented, campaign live, onboarding on.
Adoption read honestly; releases and campaigns iterate.
What ships in the programme.
Scoped to your situation in Discover — the programme flexes; the sequence doesn’t.
Product positioning & story
What it is, who it’s for, why now.
UX/UI & prototype
Tested with users before engineering spends.
The product — built
Web or mobile, engineered with discipline.
Product analytics
Activation, retention and funnels instrumented.
Launch campaign
The story, in market, with media behind it.
Onboarding & lifecycle flows
The first weeks, designed — where retention lives.
Launch operations plan
Stores, support and sequence — owned.
Post-launch roadmap
The releases after v1, already queued.
Measured against.
Success criteria are agreed in Discover, in business terms, and reported against for the life of the programme.
Built from these services.
All servicesCommon questions.
The product is already built — can you launch it?
Yes. The programme starts wherever you are: an audit of the product and its readiness, then positioning, campaign and lifecycle — with fixes fed to the build if the audit finds gaps.
Do you work with our in-house engineers?
Comfortably — we can design and launch around your build team, take the build ourselves, or split it. Define settles who ships what.
What decides launch readiness?
Criteria agreed in Define: the journeys that must work, the numbers that must be measurable, the story that must be live. Ready is a checklist, not a feeling.
Shipping something
this year?
Tell us what launch would make it a success — we’ll plan backwards from that.