PUMA
Structuring CX for Scale
Rewiring how digital product teams work—so every sprint runs smarter
Ways of Working
Operational Design
Fashion & Lifestyle
We partnered with PUMA to reshape the way their global e-commerce and CX teams plan, collaborate, and deliver. The goal wasn’t just smoother processes—it was to build a foundation for better, faster digital experiences across every touchpoint.
PUMA’s teams were fragmented. Product managers lacked strategic headroom. UX workstreams were siloed. Visibility was patchy, and the delivery process often broke down at the handover stage. Everyone was working hard, but the system wasn’t set up for them to work well together. We were brought in to fix that.
01.
The challenge.
02.
What we did.
We designed and rolled out a new operating model grounded in Dual-Track Agile and PI (Program Increment) Planning. We ran workshops, redefined roles, created a shared initiative framework using “Job Bags,” and introduced a structured cadence for design, research, testing, and delivery. The system enabled visibility, clarity and continuous iteration—from backlog to post-launch.
The new ways of working gave PUMA a scalable CX operating model built for growth. Teams now run discovery and delivery in sync. Product owners have space to think strategically. Designers, researchers and developers collaborate with clarity and rhythm. Initiatives are tracked, prioritised and aligned globally. The result? A faster, more effective path to delivering better customer experiences.
