Maximizing Stakeholder Satisfaction: A Success Story of Streamlined Communication and Execution by Product People

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The Client: FREENOW

FREENOW is a mobility service provider with the largest selection of vehicles in Europe. It is available in 16 markets and 170+ cities, and more than 56 million users are choosing from the wide range of mobility options using just one app. FREENOW is the first mobility platform in Europe to reach Net-Zero intending to create a sustainable, urban mobility experience in every European city.

FREENOW is part of the mobility joint venture between BMW and Daimler, formed in February 2019. With total funding of $131.2M raised, the company’s majority shareholders are BMW Group and Mercedes-Benz Group AG.

The company partners with multiple providers to improve urban mobility. By consolidating different transportation brands and payment options, users can easily book the nearest taxi, rental car with a driver, car sharing, or micro-mobility options such as e-scooters, e-mopeds, and e-bikes through the FREE NOW app.

The Mission: Interim Product Manager

Company Owner Engagement

As Interim Product Managers, we were brought on to fill the temporary leadership gap and advance initiatives during the typical 3-6 month hiring process for a full-time Product Manager.

The product management team had been affected but turnover and struggled to successfully launch a key initiative.  Our first goal was to turn around the initiative and ensure its successful execution. Our second goal was to conduct discovery to plan the next steps of the team’s strategic roadmap.

The Team Setup

The team that was responsible for a B2B product consisted of an Engineering Manager, a Product Designer shared with another team, and 5 Developers.

Client Expectations

The CPO tasked Product People with delivering the delayed feature by clarifying and testing requirements, resolving dependencies with other product teams, and rebuilding trust with stakeholders.

Our Main Quest

The Problems

  • Relations between key stakeholders were strained and there was a lack of transparency regarding timelines and expectations.
  • An important feature was rolled back two weeks due to customer complaints.
  • A lack of vision with respect to the Company Owner’s product strategy.

Explore and Conquer: Solved for the Client

Release of a new section of the Company Owner’s portal


  • The previous release of this feature had been rolled back due to customers’ complaints.
  • There was an unclarity about which customer problem the feature was aiming to solve.
  • The lack of transparency on the delivery plan prevented the stakeholders from planning their commercial activities.

What has been done:

  • Analyze the structural problems that led to the first roll-back of the feature and make sure all dependencies were resolved before a second roll-out.
  • Analyze previous UX research data and validate it with stakeholder feedback to define which problem the feature was planned to solve.
  • Adjust the requirements to make sure the solutions would solve the identified problem.

Our Side Quests: Discovery Mini-Missions

As Interim Product Managers we supported the company-wide discovery initiative that took place in December. We conducted discovery through user and expert interviews and analyzed the available data on product usage.

Once identified the area of opportunities, we prioritized them based on the estimated impact, and reach. We held cross-functional workshops to ideate solutions involving the development, design, customer care, and key account management team.

The solutions we found were prioritized based on the availability of validating data (confidence) and the expected effort to realize them. Finally, we mapped the information on an Opportunity Solution Tree and started quick experiments to implement the prioritized solutions.


Mission Achievements: Delivered Outcomes

💡 We streamlined all communication channels and improved alignment increasing the satisfaction of both internal and external stakeholders.
💡 We successfully delivered the feature which had been deleted due to failing to meet customers’ expectations.
💡 We ensured the continuation of the delivery activities while conducting discovery work to ensure the alignment and execution of the company’s strategy.

In the Client's Own Words

Space Crew of this Mission

Product Management Consultant
Associate Management Consultant
VP/Director/Head of Product

For Clients: When to Hire Us

You can hire us as an Interim/Freelance Product Manager or Product Owner

It takes, on average, three to nine months to find the right Product Manager to hire as a full-time employee. In the meantime, someone needs to fill in the void: drive cross-functional initiatives, decide what is worth building, and help the development team deliver the best outcomes.
If you're looking for a great Product Manager / Product Owner to join your team ASAP, Product People is a good plug-and-play solution to bridge the gap.