Product strategy at Torch

Bye bye, lack of ROI

Torch experienced high enterprise customer churn due to perceived lack of ROI. Why? Customers struggled to see how individual coaching program outcomes aligned with their broader organizational goals, creating friction during renewal conversations.

Product strategy at Torch

Bye bye, lack of ROI

Torch experienced high enterprise customer churn due to perceived lack of ROI. Why? Customers struggled to see how individual coaching program outcomes aligned with their broader organizational goals, creating friction during renewal conversations.

Problem space

Undefined success metrics

~90% of customer accounts lacked clear success criteria, leaving Torch blind to the original goals buyers sought to achieve through their coaching investments.

Open-ended user journeys

Flexible user experiences worked for individual users, but made it hard to articulate business value across organizations.

Disconnected reporting model

Reporting relied on scattered data sources and features, failing to deliver a clear picture of coaching activity or outcomes.

Problem space

Undefined success metrics

~90% of customer accounts lacked clear success criteria, leaving Torch blind to the original goals buyers sought to achieve through their coaching investments.

Open-ended user journeys

Flexible user experiences worked for individual users, but made it hard to articulate business value across organizations.

Disconnected reporting model

Reporting relied on scattered data sources and features, failing to deliver a clear picture of coaching activity or outcomes.

Team

I worked on this initiative at Torch from Jan 2024–Mar 2025 with

Parker Simon

Lead Product Designer

Julia Calzonetti

Sr. Product Manager

Chloe Li

Sr. Product Designer

Susan Falcone

Dir. of Product & Design

Adam Ingraham

Sr. Product Manager

James Williams

Dir. of Customer Success

Heather Conklin

CEO

Jack Murphy

Engineering Manager

Kate Yesko

Head of Account Management

Catherine Allen

Head of Strategy & Operations

Josh Cohen

Engineering Manager

Mandy Varley

Behavioral Scientist

Team

I worked on this initiative at Torch from Jan 2024–Mar 2025 with

Parker Simon

Lead Product Designer

Julia Calzonetti

Sr. Product Manager

Chloe Li

Sr. Product Designer

Susan Falcone

Dir. of Product & Design

Adam Ingraham

Sr. Product Manager

James Williams

Dir. of Customer Success

Heather Conklin

CEO

Jack Murphy

Engineering Manager

Kate Yesko

Head of Account Management

Catherine Allen

Head of Strategy & Operations

Josh Cohen

Engineering Manager

Mandy Varley

Behavioral Scientist

Solution

An outcome-oriented experience design

User experience

The redesigned coaching experience integrated both individual and company-level priorities with better shared alignment.

Data model

Concepts and language in the data model were revised to more closely align with customers’ desired outcomes.

Stronger value proposition

I reframed customer success messaging to focus on customer goals and align product outcomes with their broader objectives.

Solution

An outcome-oriented experience design

User experience

The redesigned coaching experience integrated both individual and company-level priorities with better shared alignment.

Data model

Concepts and language in the data model were revised to more closely align with customers’ desired outcomes.

Stronger value proposition

I reframed customer success messaging to focus on customer goals and align product outcomes with their broader objectives.

Comparing different user journey models

Comparing different user journey models

Comparing different user journey models

This project is really important. It’s helping the customer see value in their investment. I think this is an invaluable step to making sure everyone is on the same page throughout the duration of the partnership.

L&D buyer at a global fintech

You are incredibly excellent at getting to the root issue… it was a masterful use of coaching to get to what is a real issue vs what feels like a real issue.

Mandy Varley, Behavioral Scientist at Torch

This project is really important. It’s helping the customer see value in their investment. I think this is an invaluable step to making sure everyone is on the same page throughout the duration of the partnership.

L&D buyer at a global fintech

You are incredibly excellent at getting to the root issue… it was a masterful use of coaching to get to what is a real issue vs what feels like a real issue.

Mandy Varley, Behavioral Scientist at Torch

My approach

My approach

Analyzed gaps between the value proposition and the product

I analyzed Torch’s aggregate user data to compare the existing product outcomes against customer expectations and marketing promises.

Analyzed gaps between the value proposition and the product

I analyzed Torch’s aggregate user data to compare the existing product outcomes against customer expectations and marketing promises.

Example of data analytics produced by Torch platform.
Example of data analytics produced by Torch platform.

Outcome probabilities across areas of user behavior change resulting from coaching

Example of data analytics produced by Torch platform.

Outcome probabilities across areas of user behavior change resulting from coaching

Aligned stakeholders around a new product strategy

I highlighted value gaps, outlined strategic changes, and gathered cross-functional support needed to make change happen.

Aligned stakeholders around a new product strategy

I highlighted value gaps, outlined strategic changes, and gathered cross-functional support needed to make change happen.

Collage of process documents and team members, reflecting cross-functional collaboration.
Collage of process documents and team members, reflecting cross-functional collaboration.

Early draft of outcome-oriented product architecture

Collage of process documents and team members, reflecting cross-functional collaboration.

Early draft of outcome-oriented product architecture

Scoped platform-wide design changes

I defined a new product architecture and components to shift the user experience from open-ended to guided with aligned success metrics. Paired with a new coaching data model, this became the foundation for Torch’s “contextual coaching” strategy, which launched in 2025, impacting the participant, coach, and buyer experiences.

Scoped platform-wide design changes

I defined a new product architecture and components to shift the user experience from open-ended to guided with aligned success metrics. Paired with a new coaching data model, this became the foundation for Torch’s “contextual coaching” strategy, which launched in 2025, impacting the participant, coach, and buyer experiences.

Wireframe of new product architecture for Torch’s contextual coaching strategy.
Wireframe of new product architecture for Torch’s contextual coaching strategy.

Redesigned product architecture that delivered the new strategy

Wireframe of new product architecture for Torch’s contextual coaching strategy.

Redesigned product architecture that delivered the new strategy

Impact

Inspired executive rethink of product strategy

With this work, Torch pivoted to a strategy of embedding organizational context into the coaching product, strengthening its market differentiation.

Improved understanding of customer goals

Sales and customer success teams began capturing and integrating customer goals into their processes.

Overhauled the product metrics model

Torch’s leadership team overhauled our coaching data model, replacing generic metrics with relevant, actionable ones aligned with customer goals. We brought it to life by launching six new features and retiring four that no longer delivered value.

Impact

Inspired executive rethink of product strategy

With this work, Torch pivoted to a strategy of embedding organizational context into the coaching product, strengthening its market differentiation.

Improved understanding of customer goals

Sales and customer success teams began capturing and integrating customer goals into their processes.

Overhauled the product metrics model

Torch’s leadership team overhauled our coaching data model, replacing generic metrics with relevant, actionable ones aligned with customer goals. We brought it to life by launching six new features and retiring four that no longer delivered value.

Torch marketing website pages reflecting contextual coaching promotions.
Torch marketing website pages reflecting contextual coaching promotions.

New product strategy and features reflected in refreshed company marketing

Torch marketing website pages reflecting contextual coaching promotions.

New product strategy and features reflected in refreshed company marketing

Challenges and lessons

Objectifying an intangible outcome

Coaching shifts beliefs, behaviors, and communication — changes that are felt, not easily seen. But at scale, what signals success? Coaching buyers often arrived with varying levels of clarity about their goals, making it hard to predictably deliver and measure clear “home run” results. The challenge wasn’t creating impact, but translating human shifts into tangible value at scale.

Exposing a root issue: data model misalignment

In addressing this challenge, we uncovered a deeper problem: the product’s data model wasn’t just disconnected, it was the wrong model entirely. Delivering measurable value required more than new features; it meant redefining the data model itself to align with the product vision and the outcomes we wanted to prove.

Challenges and lessons

Objectifying an intangible outcome

Coaching shifts beliefs, behaviors, and communication — changes that are felt, not easily seen. But at scale, what signals success? Coaching buyers often arrived with varying levels of clarity about their goals, making it hard to predictably deliver and measure clear “home run” results. The challenge wasn’t creating impact, but translating human shifts into tangible value at scale.

Exposing a root issue: data model misalignment

In addressing this challenge, we uncovered a deeper problem: the product’s data model wasn’t just disconnected, it was the wrong model entirely. Delivering measurable value required more than new features; it meant redefining the data model itself to align with the product vision and the outcomes we wanted to prove.