the unified platform for product management teams

As organizations continue their digital transformation efforts, cutting-edge software is no longer a luxury. This lack of industry-leading software often leaves product management teams feeling ill-equipped to deliver the best possible products. In response to this need, was created to provide Product Managers, Product Owners, and Senior Product Executives with the tools to develop strategy and roadmaps, obtain customer feedback, and prioritize certain features and tasks when creating their products. Elad Simon, co-founder and CEO of, further explained this need for software and how fills this gap in the tech industry.

“Product management was probably one of the only places left within the business functions that didn’t have their own system and that was a very strange situation,” Simon said. “Product managers had next to nothing. Previously, they were stuck with Excel spreadsheets, PowerPoints and Word documents…so that was kind of the basic need we’re trying to solve. According to Simon, Craft .io was created to provide product management teams with an all-inclusive platform to help them manage their processes to produce the best possible products for customers.

Simon went on to explain that the platform covers the entire product development lifecycle, offering tools to help product managers from inception of a product to finalization and distribution. of this product. Simon explained, “We take care of the entire product lifecycle…starting with things like story mapping or an ideation board that we have as part of the platform.” Simon explained that these first steps in the process are the aspects of the platform that work as a starting point for product management teams and lead them to the next step in the process. “After that, we collect customer feedback where they basically contribute ideas, thoughts or requests and from that point you will start defining the product or just defining the building blocks of what is actually produced,” said Simon.

To define the product and start building, the platform provides product management teams with the specification editor. According to Simon, this tool works as an instruction manual for developers to ensure that the specifications of what is being built are correct. Continuing the process, the next step would be the prioritization engine, which Simon says works to help product managers not only set priorities, but also apply market best practices. Through this, users gain access to Guru, a layer that adds to an entire project to provide built-in templates, views, and processes for strategizing, prioritizing, planning, and collecting feedback. more efficiently.

After the prioritization engine, the user would then proceed to capacity planning. “It’s a unique module,” Simon said. “Capacity planning is essentially the wish list versus the reality.” According to Simon, capacity planning helps product managers measure their expectations and priorities against their ability to actually achieve those goals. From there, the user moves on to roadmapping, which Simon says is the most exciting part of the product management process. “This is where you really communicate to all of your stakeholders, whether it’s senior management, the CIO, business partners or engineers, what you plan to build and when,” Simon said.

Finally, product managers using also have access to a feedback loop, and then the process restarts cyclically. “Product development is a continuous, never-ending process,” he explained. “For example, we now use Microsoft Teams, but it’s not like they’ve stopped development of Teams, they’re continually releasing new features, then getting feedback and updating the platform.”

Providing product managers with a unified space to work independently from different aspects of the organization is another reason why was developed. Simon believes that having a separate platform specific to product managers and their teams will allow them to build a more complete product before developers have access to it. This allows product managers to brainstorm, prioritize, and play with the idea before anyone can voice their opinion on the product. Giving product managers a quiet place to complete their ideas will ultimately save an organization time in the long run and improve the end product. solves this problem of needing an isolated environment to operate while providing easy collaboration when the user is ready.

According to Simon, has a few aspects that set it apart from its competitors. One of them is his aforementioned Guru layer. Simon thinks what makes the Guru layer special is that “it’s integrated throughout the product and allows users to apply and leverage product management best practices with just one click.” He went on to explain the process of using Guru to get the best results. “If a product manager wants to use a specific prioritization method, they can go to Guru Views, select the desired method, and the system will create a dedicated board for that method.”

Besides that, Simon thinks that the user experience of also makes the platform stand out from the rest. He said, “One of the things we care about the most is making sure our product balances complexity with ease of use. We are an all-in-one system and as such we have many tools to help product teams through their various stages of work. Simon explained that all-in-one tools can often feel overwhelming and complicated for users, and believes that doesn’t have to be the case. “We invest heavily in ensuring that almost all actions are available from any view, that the view configuration step is as simple as possible, and that user actions take as few clicks as possible,” did he declare.

According to Simon, has become even more essential throughout the shift to remote working we are currently experiencing. “We’ve seen a lot of growth with the remote movement because a lot of what product managers did in most organizations was based on ‘fresher conversations’ and that’s why the need for an environment collaborative is probably stronger than ever,” Simon said. gives product management teams the ability to have that kind of collaboration again.