I guided B Lab technology transformation from a waterfall-style project operating model to a more user-centered, outcome-driven product approach to drastically reduce the time for companies to complete goals for short-term impact and to finish the extensive B Corp certification process

users: companies seeking B-certification to become official B-corporations

problem: the processes and tools are lengthy and confusing

• more than half the customer support tickets were confusion-related, and about half of new users abandon their first sessions

• more than half of SDG Action Manager users never answer a single question

• 10% of companies actually set short-term goals, and only 38% of them actually return to the tool

• the certification process takes many months

• low customer NPS (26): folks aren't progressing, and they're not enjoying the process

goals:

• set clearer expectations about the process and time commitment upfront

• decrease confusion-related support tickets, and get less users to abandon post-registration

• shorten the cycle time for setting and completing short-term goals, as well as the cycle time from registration to certification

• encourage sustainable progress by establishing healthy pacing and feedback methods, leading to senses of accomplishment

outcomes:

• I guided the IT leaders and team members to help them refocus priorities towards more product - and user-centric outcomes rather than finite feature-request driven project stints

• I conducted 30+ internal employee interviews to help them map out the existing processes: both user journeys and service blueprints

• I hired and onboarded a Lead Product Manager to continue the work full-time