By: Ashleigh Gray, Vice President, Strategic Partnerships & Bertrand Karerangabo, Vice President, Digital Strategy

Establishing a clear value proposition is no mean feat. For companies who have been operating for decades, or routinely bring new products and services to market, it’s easy for the overall brand value and each line of business value to get muddy.

However, you’ve reached a point of arrival with a well-defined, differentiated and sustainable statement of your customer benefit. Congratulations!

Now what?

The next step is to turn your value proposition into action. While your business likely has all pieces of the puzzle in place…


Decoupling is a part of your journey to becoming product-centric

Products and platforms exist for every industry, and all claim to make building your customer experience easier, more cost effective, and seamless across digital channels. They offer rich data and infrastructure, as well as frontend or customer experience features. Working with well-established platforms can be beneficial for reducing your lead time to launch new customer experiences, with their solid infrastructure, strong security and data measures, and well-connected features.

However, relying solely on a one-size-fits-all use case often becomes restrictive for companies looking to differentiate in the market. The value proposition…


Do you remember the last time you had a conversation about a newly popular product that seemed to have started losing its way? Maybe it was a new snack that tasted a little different as its ingredients adapted to mass production requirements, or a once-niche home improvement tool that now seemed “off” in quality once it started marketing to the broader DIY crowd.

While that feeling of “off” is not always as immediately noticeable among digital products as compared to physical ones, there are countless stories and case studies of digital products losing their way during their Product Scaling/Growth phase…


For many scale-up companies, digitizing their business model has become the top focus in the one year since COVID-19 created the biggest disruption to our economy of the century. These new challenges required new ways of thinking and doing, and a reassessment of whether their digital experiences were serving customer needs in optimal ways.

Some scaling companies have experienced explosive growth in their online business, while others have struggled to sustain their relevancy and connection to customers. In both cases, however, a focus on digital experience innovation is essential to support growth targets. …


And some tools to help you capture product strategy during this phase

Popular economist and Harvard Business Review editor Theodore Levitt described the product-market fit phase of the product lifecycle as when “a new product is first brought to market, before there is a proved demand for it, and often before it has been fully proved out technically in all respects. Sales are low and creep along slowly.” His description still holds true in today’s digital age.

The Product-Market Fit phase is about developing a market for the product and building product awareness. In other words, product-market fit has not…


And why that strategy needs to evolve as your product grows

At Rangle, our product managers partner with our clients to build customer experience-enhancing products, without direct ownership of the products themselves. This creates a natural tension between our drive as product managers to build the most valuable thing for our clients’ customers in the “best” way possible, and the boundaries we must consider while working within our clients’ business drivers, constraints, and product culture. This means we’ve built a unique perspective on how we capture and define product strategy in our work.

One of our most significant observations has…


Why should I migrate my app?

Webpack has been the standard tool for bundling source code into deployable software for quite some time now, and as we move further into the development cycles, the bundle tools tend to become just one item of the list of supporting tools that help you on your day-to-day code experience. For instance, if you use create-react-app, that decision was already made for you, so you can focus on coding features for your fantastic products.

As time goes on, you keep adding new amazing features, building solutions, and helping others achieve their goals and objectives. All the while, without making too…


At Rangle, we do quality differently. Our practice is built on the notion of shifting quality to the left-that is, moving quality from it’s traditional place as the last-step-in-product-development- before-release, to the beginning of the delivery pipeline, being a part of all steps in the process. This has major benefits for digital products of all kinds, but it can really move the needle for healthcare companies.


Steps for turning your healthcare applications into brand-building engines

We hear often from healthcare clients that they have launched an app for their patients, but aren’t seeing the business benefits they expected-especially ROI.

While measuring return on investment is a good metric for established products and services, it doesn’t always make sense for digital experiences, especially when those experiences are brand new. According to Geoffrey Moore, it can take most digital products two to five years to realize revenue, so it’s impractical to evaluate the success of your app by a unit of measure that doesn’t even exist yet. …


Early in 2020, I got the opportunity to work for our global fashion retailer client on their flagship e-commerce site. Following from the design system we had created together, our client was overhauling their site to implement the DS and a series of new features.

I jumped at the opportunity to work in Tokyo, and bring value to an organization I loved as a customer. I was able to stay in Tokyo for three months-but the pandemic cut my six-month work placement in half. Though my time there was short, I learned a lot about creating value as a product…

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