Software Delivery Process Improvement for Loyalty Marketing Company

The Challenge Ahead

The loyalty marketing company was struggling with their software delivery process, facing three core issues:

• Delivery delays that impacted marketing campaigns and customer experiences
• Quality issues that required extensive rework and damaged credibility
• Trust deficits among stakeholders that created friction and slowed decision-making

The product group responsible for customer-facing features was particularly affected, with downstream impacts across the organization.

How I Helped

Phase 1: Root Cause Analysis

I worked closely with the teams to understand the underlying causes of the dysfunction:

• Mapped existing workflows and identified bottlenecks
• Conducted stakeholder interviews to surface hidden frustrations
• Analyzed historical delivery data to quantify the problems

Phase 2: Organizational Redesign

Based on my analysis, I proposed and implemented changes to how the team was structured and operated:

• Reorganized teams around clear product outcomes
• Established new roles and responsibilities
• Created clear escalation paths and decision-making authority

Phase 3: Process Improvement

I introduced new processes to improve delivery quality and predictability:

Business Impact

The transformation resulted in:

• Reduced delays in delivering customer-facing features
• Improved quality with fewer production issues
• Rebuilt trust between product, engineering, and business stakeholders
• More predictable delivery enabling better marketing planning

Testimonials

"Shuman is a unicorn... he challenges the group to think about the bigger picture and aim high."

— Lori Franze, Director, Marketing, Air Miles