Momento M8 Launch 2024
An overview of the launch of our new product, the M8. This was my 3rd product launch handled for Firstech LLC. It is also the largest product launch to date, as we reimagined our entire line of dash cameras.
Key Figures
Revenue from M8 products in the first year after launch.
Increase in unit sales from previous M7 model.
#1
300%
Most successful product launch in brand history.
Increase in revenue from previous M7 product.
200%
$2.9M
Project Key Achievements
Spearheaded the successful market launch of the entire 4-product Momento M8 camera line.
Established a strategic naming convention and product tier system to differentiate the four models.
Designed a cohesive packaging system for the M8 line that unified the brand and highlighted each model’s unique features.
Produced a full suite of digital and print marketing collateral to support a multi-channel launch.
Built the complete digital marketing presence, including new e-commerce pages and targeted ad campaigns.
Enhanced the companion mobile app to create a seamless, unified user experience across the entire M8 product ecosystem.
Project Overview
In launching the Momento M8 line, my primary challenge was to strategically position four different camera products under a single brand identity. I began by developing a logical naming system to define the product tiers and then designed packaging that clearly communicated the unique features of each. From there, I executed the full marketing plan, which involved producing all sales collateral, creating web advertisements, building out new product pages on the website, and overseeing enhancements to the mobile app for a unified customer experience.
Planning Phase
Narrative Development
Setting the foundation of this launch included developing the names, product packaging, key feature identification, and product narrative development.
Phase 01
Packaging The Product
I led the packaging development for our inaugural 4-tiered product system. The core objective was to design a system where the packaging aesthetics clearly communicated the ascending quality and price point across the four tiers.
Phase 02
UX/UI For Website Updates
To support the launch of our first 4-tiered product, I conducted comprehensive user research to define how to best present the new offerings on the Momento website. Based on insights from user personas, journey maps, and hypothesis testing, I restructured the site's information architecture. I then translated these findings into wireframes and interactive prototypes for desktop and mobile to validate the new design.
Phase 03
Building And Deploying Updates For Website
Following the design phase, I was responsible for the complete execution of the product launch on our website. This included creating and optimizing all required graphics and assets, building the new pages, and implementing site-wide updates. I personally managed the deployment on launch day and conducted a week of post-launch testing and support, successfully resolving minor issues in real time to ensure site stability.
Phase 04
Retail Marketing Display
To build on the product's launch success, I created an in-store retail display to help our dealers communicate product benefits and increase sales. The display was widely adopted and is now featured in major retail chains like Best Buy, Car Toys, and Tint World throughout the United States and Canada.