Users are not reaching value quickly enough
Sign-ups arrive, but too few customers reach the moments that make the product genuinely useful to them.
Product Lifecycle Systems & Communications
Build the systems that turn product progress into customer action.
For SaaS teams that are shipping product, but need a stronger system for onboarding, adoption, product updates and lifecycle communications across email, in-app and customer-facing channels.
When shipping is not enough
Customers cannot act on product progress they never notice or understand.
As products grow, communication often becomes fragmented across product, marketing, customer success and tooling. Important releases go unnoticed, onboarding is generic, lifecycle messages are disconnected and the systems underneath them make improvement harder than it should be.
Important releases get little attention
Meaningful product changes ship, but customers, sales and success teams do not always notice or understand them.
Email, in-app and changelog communications are disconnected
Different channels tell different stories and are managed in different tools, without a coherent lifecycle picture.
Messages are broad rather than triggered or segmented
Campaigns go to everyone rather than responding to behaviour, lifecycle stage or customer context.
Product and customer data are not supporting the workflows you need
Events, attributes and integrations are incomplete, which limits what onboarding and lifecycle communication can actually do.
The current tooling is creating more work than it removes
The stack has grown, but each new tool adds complexity instead of consolidating the operating picture.
What I can take ownership of
Connect journeys, communication and tooling into one lifecycle system.
01
Lifecycle strategy & journeys
Map the moments where communication can help customers reach value, adopt more of the product and stay engaged.
This can include lifecycle mapping, journey design, prioritisation of high-impact moments and clarity on what each stage should do.
02
Onboarding & activation
Design the email, in-app and product touchpoints that help new users understand what to do next.
This can include activation milestones, guided flows, empty states, welcome sequences and coordination across product and lifecycle.
03
Product & release communications
Build repeatable ways to communicate new features, changes, releases and roadmap progress.
This can include release notes, changelog processes, in-app announcements, internal enablement and public roadmap communication.
04
Segmentation & triggers
Move from broad campaigns toward communications based on behaviour, lifecycle stage and customer context.
This can include segment design, trigger logic, suppression rules, frequency management and measurement of lifecycle impact.
05
Tooling & integrations
Assess, select and configure platforms such as Customer.io, Intercom, Beamer or similar tools, including data and event requirements.
This can include tool evaluation, vendor selection, configuration, migration planning and integration with product and data systems.
06
Buy, configure or build
Define whether a capability should be bought, configured or built, and create product requirements where bespoke functionality is justified.
This can include capability trade-offs, product requirements, workflow definition, roles and developer handoff for bespoke functionality.
How I work
Start with the customer journey, not the tool.
The goal is not to add another communication platform. It is to understand which customer behaviours matter, where communication can change those behaviours and what systems are needed to make that repeatable.
That may mean improving an existing setup, introducing a new platform, consolidating tools or defining a bespoke product capability.
Typical work can include:
- Lifecycle mapping
- Onboarding and activation journeys
- Email, push and in-app communications
- Product announcements and release notes
- Changelog and public roadmap processes
- Segmentation and trigger design
- Event and data requirements
- Tool evaluation and selection
- Migration or consolidation
- Templates and reusable workflows
- Product requirements and developer handoff
Selected outcomes
Lifecycle systems tied to real customer behaviour.
Laundrapp
13% of churned customers reactivated
Implemented Braze and built lifecycle journeys across email, push and customer communications.
- Braze implementation
- Email, push and in-app journeys
Clyde & Co
Global digital and MarTech operations
Led website, CRM, email, analytics and marketing technology operations supporting more than 40 offices.
- 40+ offices supported
- CRM, email and analytics
GrowthHero
45% → 85% onboarding completion
Redesigned onboarding and activation, alongside a 40% increase in weekly active users.
- +40% weekly active users
- Activation milestones redesigned
Engagement options
Choose the level of support the problem needs.
Product Communications Audit
From £1,600 / €1,850 per project
Approximately 4 consulting days.
Best for a team that needs a clear read on current lifecycle communications, tooling and priorities before deciding what to change.
Typical timeframe
Typical timeframe: 2–3 weeks.
Lifecycle Systems Setup
From £3,200 / €3,700 per project
Approximately 8 consulting days for a focused setup.
Best for a team ready to implement onboarding, lifecycle journeys, product communications and the tooling that supports them.
Typical timeframe
Typical timeframe: 4–6 weeks. Larger implementations may take 8–12 weeks.
Product Communications Partner
From £1,600 / €1,850 per month
Up to 4 consulting days per month.
Best for a team that needs senior lifecycle and product communications guidance on an ongoing basis without another full-time hire.
Typical timeframe
Initial 3-month engagement, ongoing thereafter.
Embedded Product Communications Lead
From £3,200 / €3,700 per month
Up to 8 consulting days per month.
Best for a team that needs deeper ownership across lifecycle strategy, product communications and hands-on implementation.
Typical timeframe
Initial 3-month engagement; commonly 3–9 months.
Project engagements are scoped to a defined outcome. Retainers include up to four or eight consulting days per calendar month. Additional days or specialist implementation work are scoped separately.
See all pricingIs this the right fit?
Best for teams that need stronger lifecycle systems, not just more campaigns.
A strong fit when
- You already have a working product and customer base
- Customers are missing or underusing what you ship
- Your lifecycle communications are fragmented
- You need better onboarding, adoption or release workflows
- Tooling and data are limiting what the team can do
- You need strategic ownership plus hands-on implementation support
Probably not the right fit when
- You mainly need newsletter production
- You want high-volume campaign copy
- You need paid acquisition management
- You want a marketing automation tool installed without lifecycle strategy
- You need a large engineering implementation team
Frequently asked questions
Common questions about lifecycle systems and product communications.
- What is a product lifecycle communication system?
- It is the combination of customer journeys, triggers, channels, data, tooling and operating processes used to communicate with customers throughout onboarding, adoption, engagement, product change and retention.
- Is this the same as lifecycle marketing?
- There is overlap, but this work sits closer to the product. It includes product behaviour, onboarding, in-app communication, releases, changelogs, roadmap communication and the systems connecting those experiences.
- Can you help choose or implement a tool?
- Yes. The work can include tooling audits, vendor evaluation, selection, configuration requirements, migration planning and implementation support.
- Do you work with tools like Customer.io, Intercom or Beamer?
- Yes. The right platform depends on the workflows, data and channels required, so the tool should follow the lifecycle strategy rather than define it.
- Can this include bespoke product functionality?
- Yes. Where buying or configuring software is not the right solution, I can define workflows, requirements, data needs, roles and developer handoff for bespoke capabilities.
Shipping more product should create more customer value.
If customers are missing what you build or your lifecycle systems are holding the team back, we can create a clearer journey from product progress to customer action.