05 / Customer & product / Case study
Customer interviews, product build and real-user testing turned an early hypothesis into evidence for a responsible investment decision.
01 / Visible problem
Potenic began with a hypothesis about helping people build meaningful rituals and behaviours. With limited resources, the question was whether the customer problem, proposition and product assumptions were strong enough to justify continued investment.
02 / Investigation
I led customer interviews and research to understand the underlying problem, existing behaviours and what users valued. I tested key assumptions rather than treating the original concept as fixed, then translated customer evidence into proposition decisions, product priorities, requirements and experiments.
03 / What changed
The venture progressed from an initial hypothesis through customer discovery, proposition development, product build and real-user testing. I worked with an external development agency and later a CTO to move the product through development and TestFlight user testing.
04 / Result or decision
The evidence enabled a difficult decision not to proceed to public launch: unresolved technical reliability and customer risk meant further investment could no longer be justified.
The goal was not to launch at all costs; it was to get enough evidence to make the right investment decision.
Next case
Important problem. Unclear explanation?
TELL ME WHAT’S STUCK