Cove: Clarifying the Product to Unlock Growth
At Cove, I led the strategic effort to untangle a single, catch-all landing page and product into four distinct offerings—each with its own value proposition, customer segment, and pricing potential. Through deep analysis of features, customer needs, and sales patterns, I identified the natural product lines hiding within the platform and defined a clear strategy for how each should stand on its own. This work became the backbone of our product and pricing roadmap, while also informing how the team positioned Cove in conversations with prospects. I then translated this strategy into a full website redesign, creating dedicated product pages that finally reflected the breadth and clarity of what Cove could offer.
Driving Alignment Through Product Strategy & Execution
By separating and defining Cove’s four products, I brought structure to both the sales process and the product roadmap, giving the team a shared language for how we build, sell, and scale. This clarity strengthened our pricing model, sharpened our messaging, and created a smoother path for customers to understand exactly what they were buying. The new multi-page website I designed not only improved conversion but also aligned the entire organization around a more focused, future-ready offering. This body of work helped Cove shift from an ambiguous platform to a strategically positioned suite of products.
