How Eturnity went from 40% to 80% roadmap completion in agile transformation – with airfocus
Problem
Eturnity had trouble organizing customer feedback and keeping their roadmap on track (40% completion). These challenges meant an unclear strategy and conflicting decisions, leading to team frustration and a lack of transparency and trust.
Solution
Previously scattered and neglected, Eturnity's feedback is now centralized in airfocus. Feedback links to feature requests, creating actionable opportunities. This structured process improved efficiency and allowed for quick assignment of follow-up tasks, turning chaos into an organized system and boosting roadmap completion. As a result, all teams are aligned and working towards common strategic goals.
When Eike Johann stepped into Eturnity as Chief Product Officer, he found a team of backend developers, project managers, quality assurance, and UX designers amid an impactful transformation. The company was shifting towards a more agile structure, implementing the 'Spotify-ish' squad model and introducing scrum with 3-week releases. The goal with airfocus was to bring structure, clarity, and strategic alignment to their product org: to have a single source of truth, with roadmap visibility and streamlined customer feedback management. Here’s how Eturnity drove its agile transformation and achieved its roadmap-hitting goals.
The challenge: Tracking feedback, roadmap visibility, data-driven decision-making
“One of the biggest challenges was definitely streamlining different pieces of feedback from all stakeholders and customers, collected by different teams: customer success, sales, and business development. It was therefore a really big struggle to align our strategic focus with all that scattered information. “The team felt like there was some strategy, but they didn’t understand what that strategy was,” said Eike. “People felt that their feedback was never followed – their ideas were never becoming a reality.“
Transparency also struck Eike as a major issue: there was a lack of visibility into the roadmap and strategic connections. The team struggled to understand the company’s vision, hindering ownership and responsibility. From Eturnity’s CPO’s perspective, three main challenges had to be tackled with airfocus:
Disconnected feedback: “People felt that they were never heard, both internally and externally,” he says.
Out-of-date roadmaps: “The year before, we had a huge roadmap for I don't know how many features… and in the end realized only 40% of them came through.”
Lack of data-driven decision-making: “We went from left to right anytime someone decided something, so things were just developed halfway through.”
The solution
Eike’s team sought a product management tool that would enable them to centralize feedback (and to act upon it): prioritize, make better decisions, and, ultimately, foster a shared understanding of strategic priorities.
Why airfocus?
Easy setup and customizable structure: “It was super simple to set up, to slowly evolve, and to add more stuff.” As a new-joined CPO, entering the moving train of Eturnity’s product team, Eike recalls: “It was super valuable to generate a first overview on what we’re working on and, from there, work step by step into more depth and complexity.”
Roadmap visibility at every level: Eturnity’s teams were quickly captivated by the possibility to ‘slice and dice’ airfocus roadmaps for every stakeholder, providing different views depending on what’s needed – with just a few clicks. “What I really love is those different views that give us the right perspective on certain things, depending on whether I ’m talking to the product team or the QA,” said Eike. This enabled them to share interactive, real-time roadmaps in different formats – giving every stakeholder the visibility they need.
Prioritization framework: Manual prioritization can be time-intensive – and having a tool lightens the workload. To Eike, the RICE prioritization framework added critical value to Eturnity’s decision-making process. “I think it always helps to have that view and that methodology. [...] It helps people think about the value behind each decision. Having those tools adds value.”
How airfocus transformed Eturnity’s product team
When Eike stepped in, Eturnity’s product org was on its way to becoming more agile, and airfocus was a major part of that transformation. From Eike’s point of view: “It makes my job easier in communication, in planning, and also spotting potential new ideas.”
1. Supporting company transformation
Eike recalls how airfocus’ adaptability ensured Eturnity’s teams stayed aligned through this structural change: “airfocus is supporting our general transformation. A lot of our efficiency gains came from this reorganization. The entire organizational structure changed, but adding airfocus on top was a key factor in improving our processes.”
2. Turning feedback into actionable opportunities
Eike explains airfocus’ impact on the way his teams store and process feedback: “In the past, feedback was flying around in emails, Teams messages, or whatever channel. Now we have a very clear and structured process. All the feedback is coming through airfocus, so all conversations are connected to some customer insight. This makes everything more efficient. I can easily and quickly reference someone in the team to follow up on some piece of feedback.”
3. From 40% to 80% roadmap achievement
One of the major pain points Eike detected in Eturnity’s product team was the unachieved roadmap: only 40% of it was completed. The impact of airfocus’ prioritization tool was remarkable. The CPO now states: “I would say with confidence that we reached at least 80% of our roadmap”.
4. Increased overall product quality
Overall, Eike is convinced that, by streamlining processes in the product team, airfocus has contributed to increasing the quality of Eturnity’s product: “I think first of all it really brings more transparency and trust to the product team. That definitely enhanced the quality of our product, which in turn increased the trust in the product team, because we all can see what is being worked on.”
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