Carter's Mobile App Proposal - How to create an Innovative product strategy

A case study exercise showcasing strategic thinking and industry research

About This Project

Often in the life of a PM, we are handed incredibly vague problem spaces and asked to “solve them.” With little actionable data and context, these constraints can be frustrating. However, they also present an opportunity to define an unencumbered vision of the future.

This proposal was originally created as part of an interview process for a Lead PM Role at an industry-leading digital design agency. I have removed any references to the original company, but the proposal itself still showcases my ability to handle vague problem spaces and turn that into a cohesive story and vision.

The Prompt

Deliver a 25 minute presentation/pitch to the Carter’s Retail Executive Team. Provide executable product strategy recommendations on how to best revamp their mobile app.

The CRI (Carter’s Retail) team is looking for a partner to help define, design, develop and deliver on top of the existing app.

They are looking to transform the app experience to one that is:

  • Clearly innovative (with a sharp eye to how consumer shopping journeys are evolving)

  • Beaming with "wow" factor

  • Leading in omnichannel retail

  • Organically weaves content and commerce

  • Inspiring and always easy to shop & easy to find information to inform purchase decisions

  • Personalized to the consumer

Making the vague actionable

As a data-driven PM, the prompt’s lack of any concrete statistics or KPIs immediately pushed me to conduct my own research on the industry, Carter’s role within it, and the current state of the mobile app.

From app store reviews, to competitive analyses, to industry reports and earnings fact sheets, I had to develop as complete of an understanding as possible of the current state of the business.

From here, I was then able to formulate a strategy and roadmap.

Critically, this proposal was NOT intended to serve as the final deliverable before moving to development.

The goal was to win the RFP (Request for proposal) and kickoff a long term engagement with CRI.

Therefore, my focus is on vision and storytelling - with some actionable recommendations - but a larger focus on defining the “why” we should follow the path laid out in these slides.