Making the value visible.
Employers invest in benefits, but employees do not always understand what is available or how to use it. Meanwhile, HR teams work around fragmented tools and manual administration. Pension products add another layer of complexity.
The opportunity for be+ was to bring benefits and everyday HR tasks into one accessible product, making the employer’s investment more tangible for employees.
My contribution.
My involvement began with idea validation and business design. As Chief Product Officer, I then set the product direction, developed the roadmap, and led the development team from concept to market.
I connected product and brand decisions rather than treating them as separate workstreams. My responsibilities included the brand language, user experience, interface design, and a shared design system, alongside coordination with product and sales partners.
Build, learn, and align.
We used design and business workshops to test the problem and shape the value proposition. Interviews, field studies, prototypes, and moderated usability testing helped us understand the needs of employees and HR teams.
As the product grew, a common set of patterns helped maintain consistency across features and platforms. Customer feedback informed the roadmap, while close collaboration with developers and partners kept the work connected to delivery.
From concept to use.
In its early years, be+ reached dozens of corporate customers and hundreds of users. Product and sales partnerships brought the platform into the offerings of insurers, agencies, and financial institutions.
For me, the central lesson was that product leadership means connecting the whole system: a clear proposition, a usable product, a team able to deliver it, and partners who can bring it to the right people.