ALEXANDRE
CAYLA
Digital product development
and growth

Hi, I’m Alex!

I help SaaS companies create, improve and grow outstanding digital products.

Typically, by:

  • Clarifying who their main customers are,
  • Removing points of friction in the customer experience,
  • Identifying and capturing growth opportunities,
  • Deploying effective customer acquisition and engagement strategies,
  • Constantly delivering value to customers.

If you need help building an MVP, look at my development services. If you have an existing product, head on to growth.

Alexandre Cayla

PRODUCT DEVELOPMENT

PRODUCT DEVELOPMENT

As customers are more likley to trust services that look good and work well, it’s important to spend just enough time designing and planning your products. Depending on your needs, I can help with either, or both.

MEASURE
TWICE,
TWICE,
cut once

DESIGN

Design is not how something looks, it’s how it works.

This means knowing what users want and how they will get value out of your product, before creating it.

If you are unsure, I can help answer these questions and provide everything you will need to create and grow your minimum lovable product.

Product requirement document
Distill the product features, functionality and purpose in a single document
User flows
Map the paths taken by users to achieve a successful outcome in your app. For example, launching a campaign.
Mock ups
Design a simplified version of your app in order to identify it's core components and understand how they related to one another.
Components
Catalogue all UI elements that will be used to build interfaces, such as tables, buttons, cards, etc, with their code.
Proto-personas
Create high-level descriptions of target users with their goals and pain points
Jobs map
Group “Jobs-to-be-done” for which your customers “hire” your product

DEVELOPMENT

Development is quite straightforward: I build your app.

I like to lay down a good foundation before starting to code. I start by defining the product requirements, the data model and the app’s major components.

I also follow continuous deployment best practices and document decisions as I go.

As a result, in addition to the code and app, you get everything you need to continue to build and grow your product.

Product backlog
Document the work that needs to be done to create and grow the product
Components
Catalogue all UI elements that will be used to build interfaces, such as tables, buttons, cards, etc, with their code.
Schema
Map all tables in a database and the relationship between them.

PRODUCT GROWTH

PRODUCT GROWTH

Growing is hard. You plan campaigns, create marketing material and spend money to get people to your website. Yet, results don’t follow.

That’s normal: reaching customers is hard, knowing what people really want or why they really buy is hard, tracking everything properly is hard.

When trying to grow a product, I help first by clarifying what people buy and why, by structuring your marketing activities so you can test, learn, optimize and by tracking your results accurately so you can make decisions confidently.

CLARIFY

Customers buy things for many different reasons:

So, in order to grow, you need to know who these customers are and what they want.

And, to engage them effectivly, you will need to lay out an overall acquisition and retention strategy.

Digital strategy
High-level outline of how and where customers should be reached
Content strategy
Outline how to communicate with customers, using which channels, types of content as well as the expected results
Proto-personas
Create high-level descriptions of target users with their goals and pain points
Jobs map
Group “Jobs-to-be-done” for which your customers “hire” your product

STRUCTURE

Structure is about connecting the what to the how.

In short, once you know who you want to reach and where, you need to know how to do it and what to do if your efforts fail.

I help you by establishing how campaigns and growth activities should be organized, executed and evaluated. And, by having a clear idea of what to do next.

As the saying goes: “success is going from failure to failure without losing your enthusiasm”. I want to help you fail faster and better.

Product marketing roadmap
Outline the main marketing activities for the coming months as well as their intended outcome
Campaign briefs
Summarize the target, objectives, dependencies as well as the objectives of a campaign or activity
Campaign post-mortems
Review campaign performance and formulate next steps

TRACK

To ensure that you can answer your most pressing questions, I architect and implement your analytics infrastructure, create dashboards and reports and provide instructions on how to properly tag and track your campaigns.

Digital analytics architecture
Document the structure and configuration of the analytics tools used to track user behavior
Campaign tracking guide
Guide with guidelines on how to tag campaigns, what to watch out for, etc
Dashboards and automated reports
Dashboards and reports automatically delivered to your team on a daily, weekly or monthly basis

Ready?

Get in touch