Product leadership
and design

Your market is moving.
Where should your
product go next?

Without a clear direction, features pile up and customers drift. We bring the clarity to decide and the expertise to design and build what grows your business.

Start the conversation
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Where you are

Most growing products
reach the same point.

Growth slows, releases take longer, and new users leave before the product makes sense to them.

New technology, new rules and new competitors change what people expect, faster than most products can follow. The product that was once simple to use now needs someone in the room to explain it. Nobody holds one clear vision of what it is for, so the roadmap follows whoever asked last, and the product grows more complicated with every release. Whoever owns the product knows this, and has no time to step back and fix it.

We define, or redefine, the product's vision with you and your leadership team, then turn it into a roadmap and a clear plan of action. Every step is scoped and planned around your business priorities, and we commit to the results.

Two colleagues reviewing a product flow on a monitor
The dCS Mosaic app on a tablet in a stand
Bitcoin watchlist alerts on a phone
Two colleagues mapping a product flow with sticky notes on an office wall
The Kiwi Wealth investments overview on a tablet on a table, next to a coffee and a notebook
Revolve Energy's Auckland Airport project page on a phone, held in an office overlooking solar panels
Signal's Live Streams columns on a desktop monitor, demonstration data
How we help

We diagnose your product and your market against your business goals to find what's costing you most, and we fix that first. From there, we set the roadmap with you and design each step, so every decision reaches your developers as a design they can build from. You keep the final say.

If you're not sure which one fits, begin with a Clarity Sprint.

See ways to work with us
01 · Product leadership

One clear owner for where your product goes.

The product gets one clear direction, and your biggest customers stop setting the roadmap. A senior product consultant leads the product decisions with you: what the product is for, what to build next, and what to stop building.

Discover Fractional Product Leadership
02 · Product experience

Make the product obvious again.

We find the part of your product people came for, usually a fraction of what's there, and rebuild the experience around it. New customers reach their first win without leaning on your team, and they stay.

Discover Focus Sprint
03 · Story & positioning

Help the right people understand what you built.

We find the position that makes your value land and tell your product's story the way your buyers think, on your website and inside the product. The right people understand it without you in the room.

Start the conversation
04 · Design system

Meet the standard larger customers expect.

One set of building blocks your developers use for every screen, with the design taken all the way to what they code from. New features are put together from parts that already exist, so every screen matches.

Discover Design System Sprint
Ways to work with us

Every engagement starts
with a Clarity Sprint.

A Clarity Sprint gives you an accurate picture of where your product stands today and the roadmap to your business goals. If you bring one urgent problem, we narrow it to that part of your product. From there, the work follows the roadmap: Focus Sprints, each one roadmap item designed and ready to build, or a Design System Sprint so new screens can match. Every sprint includes leadership for the decisions inside it. Fractional Product Leadership leads your whole product every month, alongside the sprints or on its own. After a Clarity Sprint or a Design System Sprint, Ongoing Design Support keeps your product's design up to date every month. We agree scope and price before any work starts.

Where every engagement starts

Clarity Sprint

We look at your product, the people who use it, your team and your market to get an accurate picture of where your product stands today. Then we build the roadmap to your business goals.

Good fit when

“The product has to change, and we need an accurate view of where it stands before we decide what comes first.”

Not a fit when

“We need more people to build what's planned, not a look at where the product stands.”

How it runs

A short kick-off: we agree what we cover, who we talk to and what we need access to.

We go through your product, read your usage data and customer feedback, and talk with your team and some of your customers or users.

We study your market and agree your goals with your leadership team.

We set out the gaps and the roadmap to close them, each item scoped and priced, and agree with you where to start.

What you get
  1. 01Current-State Assessment: where your product stands today.
  2. 02Market Assessment: what competitors offer and what your customers now expect.
  3. 03Goals and Target State: where you want to be, and the number that shows progress.
  4. 04Gap Analysis: the gaps that matter most, ranked.
  5. 05Strategic Roadmap: what comes first and what follows, each item scoped and priced.
  6. 06Alignment Session and Executive Summary: where to start, agreed, with a one-page summary for whoever signs off.
Price
15,000–28,000
Plus GST · Fixed before we start
Scope
Scoped with you
We agree which part of the product we cover
After
The plan is yours
Your team runs it, or we lead it with you
Next stepStart with a
Clarity Sprint
Next stepStart with a
Clarity Sprint
Sprint

Focus Sprint

We take one item from your Clarity Sprint roadmap, a major feature or a set of features that work together, decide how it should work, and design it, ready for your team to build.

Good fit when

“We want the next item on our roadmap taken all the way to a decision and a design.”

Not a fit when

“We already have the design. We need someone to build it.”

What you get
  1. 01Design Direction: two or three ways it could work, with our recommendation, agreed before detailed design.
  2. 02Detailed Design: every screen and state, accessible, built on your design system and checked with your users.
  3. 03Handover: walked through with whoever builds it, with everything they need to start.
  4. 04The number it should move, agreed before we start and measured after.

This is a range. Your price depends on the item we agree, and it is fixed before we start. A bigger piece of work becomes two items.

Price
18,000–30,000
Plus GST · Per item
Leadership
Included
For the decisions in this sprint
Your team
Alongside your Head of Product
If you have one
Next stepTalk about a
Focus Sprint
Next stepTalk about a
Focus Sprint
Sprint

Design System Sprint

When your Clarity Sprint shows your product needs one consistent set of styles and components, we build one design system for the parts of your product we agree, around your brand and the screens you already have. If you already have a design system, we start from it and keep what works.

Good fit when

“We want one set of styles and components that every new screen of our product is built from.”

Not a fit when

“We want someone to move every existing screen onto a new system in our code.”

What you get
  1. 01System Plan: what your screens use today and what the system will contain, agreed before we design.
  2. 02Design System: every foundation and component in all its states, accessible and documented.
  3. 03Handover and Product Read: the code your developers build with, and what the work showed about your product.

This is a range. Your price depends on the parts of your product the system covers, and it is fixed before we start. Once your design system is in place, Ongoing Design Support can then keep it and your product's design up to date month by month.

Price
18,000–30,000
Plus GST · Fixed before we start
Leadership
Included
For the decisions in this sprint
Your team
Your developers
They build with it
Next stepTalk about a
design system
Next stepTalk about a
design system
Ongoing

Fractional Product Leadership

After your Clarity Sprint, we lead your whole product with you, or alongside your head of product if you have one. Every month we keep your vision, goals and roadmap current. Every week we make the product decisions with you and guide your team on what to build next and why. You keep the final say.

Good fit when

“We want someone senior leading where our whole product goes, with us or alongside our head of product, as it changes.”

Not a fit when

“We want a set number of days of someone's time.”

What you get
  1. 01Vision, kept current: what your product is for and where it is going.
  2. 02Goals, kept current: your leadership team owns them, we shape them with you and tie every priority to one.
  3. 03Roadmap, kept current: what comes first, what follows and what waits.
  4. 04Decisions, every week, including an answer to every feature request, each written down with its reason.
  5. 05Guidance for your team: what each roadmap item is for and what good looks like.
  6. 06Monthly review: what moved against your goals, what was decided and what comes next.

Every sprint includes leadership for the decisions inside that sprint. Fractional Product Leadership is leadership for your whole product, every month, whether or not a sprint is running.

Price
12,000–18,000
Plus GST · A month
Term
Three months
Minimum, then month to month
Who
A senior product consultant
Leads it with you
Next stepTalk about
product leadership
Next stepTalk about
product leadership
Monthly

Ongoing Design Support

Once your design system is in place, we keep it and your product's design up to date as you grow. Each month we bring you a short list of what to improve and why. You choose, and we design it.

Good fit when

“Our product keeps growing, and we want its design to stay consistent without hiring a designer.”

Not a fit when

“We need a new feature or a new journey designed.”

What you get
  1. 01Monthly recommendations: what to improve and why, agreed with you at the start of each month.
  2. 02Design updates: new components, design system updates and small improvements to existing screens, each ready for your developers.
  3. 03Developer answers: your developers' questions answered as they build.
  4. 04Monthly record: what changed and what we recommend next.

A new feature or a change to a journey becomes a Focus Sprint, with its own fixed price.

Price
6,000–12,000
Plus GST · A month
Starts
After a sprint
A Clarity Sprint or a Design System Sprint
Each month
You choose
From our list of what to improve
Next stepTalk about
design support
Next stepTalk about
design support
Selected Work

Signal · Threat intelligence

Ongoing engagement

Analysts see the real threat first, with every detail still in reach.

1 week

Full product upgraded to an enterprise-grade design system

Product experienceDesign system
Coming soon

We're rethinking how Signal's analysts catch the threat that matters across many live feeds, and building it on an enterprise-grade design system.

Signal's live monitoring screen on a desktop monitor, shown with demonstration data

Kiwi Wealth · Investment

From portfolio-based to goal-based investing.

85%+

Signup to first transaction within 7 days

Product leadershipProduct experienceDesign system
Read the case study
“Boald's decision to move from portfolio-based to goal-based investing changed everything. It made the platform accessible to people who'd never invested before.”
Joe BishopGeneral Manager, Customer, Product & Innovation, Kiwi Wealth
A woman at a kitchen bench checking her savings goals in the Kiwi Wealth app on her phone

Sav · Domain Auction and Management

50%

Less churn

Product experienceDesign system
Read the case study

Every domain flow, from search to sale, redesigned as one product.

3×Conversion, 3% to 9%
Sav's checkout on a tablet: payment options beside the cart of domains
“Boald has been an exceptional product partner. Their eye for detail and inventive thinking have noticeably sharpened our user experience.”
Nick RoskamCTO, Sav

Revolve Energy · Clean energy

The customer now understands the value of the Revolve solutions.

“Adrien's ability to digest our brief and understand our market and business was pivotal in determining how we communicate with our customers. Armed with this knowledge they worked with us to develop structure and content that explained what we do clearly. They set the site up to be found on Google and in AI search, and every page is built to get people in touch with us”
Shay BrazierDirector, Revolve Energy
A Revolve Energy case study on a phone, on a solar rooftop

We redesigned and built Revolve Energy's website around the four things its customers come for: lower energy bills, lower lines charges, developer revenue and community energy.

Story & positioningProduct experience
Revolve Energy's Auckland Airport case study on a tablet
More work
Crypto

Digital Surge

Rebuilt trust after the crypto market collapsed.

High-end audio

dCS

Software held to the standard of the hardware.

Who you work with

The person you meet
leads the work.

A senior product consultant leads every engagement, from the product decisions to the design your developers build from. We use AI for speed and knowledge. The judgment stays with the consultants leading your work.

Product leadership and design, in one team.

The consultants who lead your product decisions also design them, so nothing is lost between a strategy team and a design team.

Senior consultants do the work.

The people who scope your problem are the people who solve it, from the first session to the handover. Nothing is passed to a junior team.

We answer for the business result.

Each engagement is tied to a business goal and a number that shows progress, and we report against that number throughout.

We say when we are not the right fit.

If the request will not reach your goal, or we are not the right team for it, we tell you before you commit budget.

Next step

Let's decide where your
product goes next.

We work with the people answerable for a product that customers, advisers or staff rely on, and who are ready to invest in getting it right. One conversation tells us both whether we're a fit.

  1. 01

    A free 30-minute call with a senior product consultant about where your product stands.

  2. 02

    We fix scope and price before any work starts.

  3. 03

    Every engagement starts with a Clarity Sprint: an accurate picture of where your product stands today, and the roadmap to your business goals.

Start the conversation
Two people in conversation across a meeting table