What makes one digital product scale while another stalls? Why do some experiences turn customers into loyalists, while others quietly fade out?
At Fueled, we partner with some of the world’s most recognizable brands as well as ambitious upstarts to make products that don’t just launch, but grow and scale. In a recent Authority Magazine interview, I shared the five principles that have become foundational to how our project teams approach product growth.
These are practical, outcome-driven principles shaped by real-world experience that have included helping companies like Victoria’s Secret and Ikon Pass evolve their digital ecosystems.
1. Solve a Real Problem First
Growth starts with clarity. The most successful products don’t try to be everything to everyone. In plain language, they identify a real customer need and solve it with intention.
At Fueled, we start by listening, and interrogating the premise. What are people actually trying to accomplish? Where are current solutions falling short? Who is being underserved?
Victoria’s Secret Rewards
Victoria’s Secret came to us with a clear opportunity: evolve from transactional marketing toward deeper, loyalty-driven customer relationships. Building a modern rewards program for a brand with over 65 million customers across multiple banners, channels, and experiences required more than a points system.
Our team led the rebrand and redesign of VS Rewards, a digital loyalty program that integrates directly into the e-commerce experience and the Victoria’s Secret mobile app. We designed a clearer, more compelling value exchange, and a loyalty experience that better reflects where the brand is today.
The challenge was retention and re-engagement at scale. The solution was a seamless, meaningful incentive structure designed to create long-term customer value.
2. Design for Repeat Value
Retention drives growth. While a splashy launch can grab attention, long-term success comes from products designed with habits and repeat value in mind.
We focus on building features and feedback loops that keep customers engaged, whether that’s through fresh content, smart personalization, or evolving utility. From commerce platforms to consumer apps, we think in cycles, not just sprints or launches.
3. Reduce Friction Ruthlessly
Friction is where momentum breaks. Every moment of hesitation or confusion is a risk to conversion, and to loyalty. Great products make it easy, not just to use the product, but to love it.
Ikon Pass Mobile App
We partnered with Alterra Mountain Company to overhaul the Ikon Pass mobile experience: the go-to app for skiers and riders navigating 50+ destinations.
The previous app was underperforming. Our job was to reimagine it as a truly helpful tool across the full customer lifecycle: from pre-season pass activation to on-mountain navigation and trip planning.
We redesigned the onboarding flow, created a dynamic new map experience with real-time lift and trail status, and streamlined access to perks and offers. The result is longer sessions, higher retention, and a 1.5-star jump in the App Store rating.
4. Align Teams Around Outcomes, Not Outputs
Outputs don’t equal impact. Teams often get caught up in delivery velocity, shipping features for the sake of progress. But features don’t matter unless they move real metrics.
At Fueled, we encourage product teams to define what success looks like before scoping a solution. Are we improving conversion? Increasing retention? Reducing churn?
That clarity creates alignment across product, engineering, design, and leadership, and sets the foundation for more meaningful iteration.
5. Use Technology Intentionally — Especially AI
Technology is not the strategy. We’re seeing an acceleration in AI and automation across the product landscape. The question isn’t whether to use these tools, it’s why and how.
Our approach is to apply emerging tech where it solves a real business problem or enhances the customer experience: AI-powered personalization, smarter search, more adaptive content delivery. We don’t treat AI as an add-on. It’s weaved, sometimes invisibly, into products where it can drive real value.
Read the Full Interview
At Fueled, we help ambitious companies build digital products that people return to, talk about, and rely on, and that teams can confidently grow. If you’re looking for a partner to help build and grow what’s next, let’s talk.
