Lessons learned from a lockdown launch
By: Tom Guy
Tags: Product, Product Development, Design, Product Design, Technology

We had been sprinting towards our first product in the ‘Designed & Connected by Vodafone’ range of smart devices. Unlike some other tech players out there, we’ve been looking at people’s needs first and building innovation around it. Our new range helps people protect and stay connected to the people and things they love. And it’s something I’m incredibly passionate about.

After a lot of roadmaps, epics and stories, the launch was in sight and my team were on track to launch in July.

But then the global pandemic hit.

Launching an important new product is tough. Now we were confronted by a load of new and unprecedented challenges, including keeping our team safe.

It was time to make some big decisions. Should we postpone the launch or push ahead? Many companies were ripping up carefully laid plans. What would the impact be if we decided to go ahead?

At the end of the day, we decided to take the plunge. Why? Because whilst the sudden change in consumer habits and spending trends might negatively impact others, consumers’ increased focus on safety and connectivity meant that our product, Curve, was in a better position than ever before.

Curve is a smart GPS tracker. This small, sleek, stylish device is central to our vision of improving everyday living through the magic of smart tech.

We created Curve for people who (like me!) often misplace, or want to keep track of, important items like keys, laptops and backpacks. It also lets users keep track of where their loved ones are, enabling them to stay better connected. The device connects to Vodafone’s global network via a built-in SIM and, unlike Bluetooth-only trackers, people can locate it via an app wherever they are in the world.

With no way of knowing when the end of the pandemic might be or when life might return to normal, and with the Vodafone Smart Tech fully committed to making a real difference in the consumer IoT landscape, we decided to hit go.

Facing the Challenges

The first issue was remote working. While everyone worked super hard to adapt to the circumstances, product teams are at their best when everyone is working in the same office, sat round the same table. We can bounce ideas off each other, spot potential problems early on and be at our most creative and efficient.

Without that physical interaction, we struggled. Decisions became harder and took so much longer!

Similarly, the industrial design process slowed. Our partners in China and Hong Kong were fully locked down and unable to get the necessary materials and parts into their factories. Important discussions were tricky. We weren’t face-to-face,the time differences were a nightmare and shipping out of the country became harder.

Simply put, stuff that should have taken days took weeks.

Product testing also became more complex. It’s so important for our UX researchers to watch close up and first-hand how people use, touch and interact with the product. None of this was possible, which meant we had to work even harder to ensure we got the final product right and the launch strategy stayed on track.

The launch date arrives

After a lot of hard work and many late nights, we were ready. Curve launched on 15th July in the UK, Italy and Spain, with Germany following two weeks later. So far things have gone even better than we’d hoped, and the reception from the industry, media and consumers alike has been overwhelmingly positive.

On reflection, I think that the timing of the launch helped us. At that point the lockdowns in our launch markets were beginning to ease and people were starting to go out again. Curve exists to protect and connect from afar, so people were even more open to the idea of using our product to look after the people and things they value and love.

Lessons from my lockdown launch

· Remote working can’t replace everyone being in the same room.

There is simply no substitute for being together around a table. While Google Meet and Zoom have been super important, it just can’t stimulate the same creativity and innovation.

· When you have a clear objective and deadline, things have a way of coming together – especially when you have an amazing team.

Of course, I always knew that this was important. But the past few months have really cemented the value of having a strong team alongside me. People with a start-up mindset who can adapt quickly, embrace uncertainty and just roll their sleeves up and get on with it are invaluable. And your team truly live and breathe the product, your resilience is supercharged.

· Finally, while tactics can change, the vision should not.

A Covid-free product launch would have looked different but our objective always remained the same: to bring smart technology into our everyday lives and help people stay connected.

It’s this goal that kept me and my team going despite the challenges we faced. And it’s what will continue to drive us as we launch other smart tech devices over the coming months and years, regardless of the unknown complexities that the future might hold. There is so much more to come…

You can learn more about the Curve smart GPS tracker here – https://eshop.v.vodafone.com/uk/curve-gps-tracker#slate