In today's digital landscape, creating a product is just the beginning of a long journey. The initial phase, often idealized as the most important, is merely the starting point for a continuous evolution cycle.
Let's explore the life cycle of a digital product and how it applies to the case MyBar, developed for Heineken in partnership with Squadfy, which has been refined for over two years to meet the needs of consumers, bars, and campaign managers.
From Ideation to Proof of Concept
For MyBar, Squadfy began by identifying the central problem: the difficulty of effectively and centrally connecting partner bars and consumers.
In the ideation stage, the challenge was translated into a concept: to create a platform that simplifies communication between Heineken, bars, and end consumers. Here, Squadfy structured the proof of concept, ensuring that the solution was robust yet flexible enough to support future expansions.
Development and Launch: Aligning Expectations
With the concept approved, MyBar underwent its initial development, focusing on three pillars: an environment for the brand administrator, a customized space for partner bars, and a user-friendly interface for consumers. This integrated development allowed each type of user to have an optimized experience, ensuring that the platform met the expectations of all stakeholders in the ecosystem.
The launch was planned with a modular structure, which facilitated the continuous enhancement of the platform based on direct user feedback.
Evolution and Adaptation with Constant Feedback
After the launch, MyBar entered a crucial phase: continuous evolution. Feedback from bars and consumers was central to guiding improvements, whether in usability, functionalities, or campaigns.
Over two years, Squadfy incorporated new tools, improving the efficiency of campaign management and increasing the benefit conversion rate to 86%.
Expansion and New Features
The expansion phase of MyBar involved the addition of new features for engagement and benefits, adapting to market trends and user needs. This continuous expansion process, typical of Squadfy's Cycles methodology, enables the product to remain relevant and effective, driving sell-out between bars and Heineken by 7% during 2023.
Maintenance and Monitoring: The Work Never Ends
MyBar is closely monitored to identify improvement opportunities, analyze engagement data, and forecast future needs.
This cycle of continuous maintenance is what ensures that the product not only meets Heineken's initial goals but also exceeds expectations, becoming a clear example of innovation and commitment.
Conclusion
The journey of MyBar demonstrates how the life cycle of a digital product goes beyond the launch. Through the Cycles methodology, Squadfy ensures that each stage of the process is adaptable, meeting both initial requirements and market changes.
In a scenario where evolution is constant, keeping a product alive and relevant is the true differentiator of a successful digital transformation.
