Product case study · 2018–2019Shave time.
Shave money.
Directed mobile product for a 3.2M-member club, then took the membership everywhere members actually were: their phones, train stations, smart speakers, and magazine racks.
Put the club everywhere the member already was.
One product leader, mobile first. Then retail, content, and the rest of the world. Four fronts, one voice.
Three direct reports, one rule: if it renews, it has to work with one thumb.
Vending machines as the brand's first handshake.
MEL and Original Content, run like products, not blogs.
One platform, many locales. Amsterdam to Australia.
One thumb, start to renewal.
Our own reader study showed members split 44% phone browser, 45% desktop, and only 15% in the app. Mobile web could not be a second-class citizen.
Friction compounds every renewal cycle.
Your box. Your call.
Discovery and loyalty in one surface. Add it, skip it, gift it. We won't cry.
Skip a month whenever. We won't cry.
Wrap it. Ship it. Let them skip it too.
The same box, tied with a bow and a gift card. New members arrive already knowing how the club works.
The club, in real life.
Each machine is a digital billboard and a first touch with the brand, measured on awareness and trial. The sales just covered the rent.
Teaching a razor company to talk.
A flow-and-step builder let us edit conversations on the fly and push staging to production in one deploy. Language always came first.
Original Content, run like a product. Moved MEL off Medium and onto one international-ready WordPress VIP platform: locale-coded URLs, shared editors, SEO-led, plus Dickipedia and the DSC Library. Middleware kept the mobile app's personalized feed intact.
8 to 12 posts a day, plus service, features, video, and documentaries, for men 25 to 45.
The bathroom reader shipped in the box and looped back to the app. Content as a retention loop, not a cost center.
One club, many time zones.
From razors to a lifestyle platformFour surfaces scaling at once, none allowed to stall. Members were already on their phones before we were.
Run everything like a product. Ship the mobile checkout, put machines where the commuters are, replatform the magazine, and build once for every locale.
Faster renewals, a retail footprint in four metros, an editorial arm with awards, and a platform ready for Europe.