Portfolio Architecture | Product Naming
What They Needed
Tile, the leading bluetooth tracker, was expanding its portfolio with two powerful new products. Although much of the functionality was the same between the two, one product was a little more design-focused and the other a bit more rugged. It was the right moment to consider not only what the products should be called, but also how to organize the product portfolio to accomodate future growth.
What We Did
Working with Noise 13, where Miriam is Director of Strategy, we led the Tile team through an architecture workshop to help them think through how the portfolio might change, and the implications of different approaches. Next, we presented several rounds of name options and naming hierarchies, always making sure to arm the team with the right context they needed to make an informed decision.
What Happened Next
Tile decided to create the Pro Series with TileSport and TileStyle as the first products within it. With the names and hierarchy in place, the Noise 13 team designed beautiful packaging and the products successfully launched in 2017.
Tile, the leading bluetooth tracker, was expanding its portfolio with two powerful new products. Although much of the functionality was the same between the two, one product was a little more design-focused and the other a bit more rugged. It was the right moment to consider not only what the products should be called, but also how to organize the product portfolio to accomodate future growth.
What We Did
Working with Noise 13, where Miriam is Director of Strategy, we led the Tile team through an architecture workshop to help them think through how the portfolio might change, and the implications of different approaches. Next, we presented several rounds of name options and naming hierarchies, always making sure to arm the team with the right context they needed to make an informed decision.
What Happened Next
Tile decided to create the Pro Series with TileSport and TileStyle as the first products within it. With the names and hierarchy in place, the Noise 13 team designed beautiful packaging and the products successfully launched in 2017.