Product Thinking Episode 134: Unpacking Doodle's Growth Strategy with Stephanie Leue, Chief Product Officer at Doodle
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Aug 30, 2023 Stephanie Leue, Chief Product Officer at Doodle, shares insights on transitioning to a subscription-based model, organizational support, and the role of data in decision-making. They discuss deprecating features, connecting data to revenue, addressing declining numbers, and maintaining simplicity while growing.
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Trial-By-Fire First Day
- Stephanie joined Doodle the day the merged platform launched and the site went down for two days.
- The release also deprecated features and kicked off her intense onboarding and recovery work.
From Student Project To Subscription Pivot
- Doodle began as a student-built B2C scheduling tool in Switzerland and later pursued subscriptions.
- They merged free and paid platforms to enable seamless upgrades, triggering a large refactor project.
Monetize Adjacent Capabilities First
- Doodle monetized auxiliary products (booking page, one-on-one) while keeping core group polling usable for free.
- They experimented with pricing and feature paywalls until they identified what users will pay for.