post-launch efforts

After a successful Kickstarter campaign in 2021, I led the transition to an e-commerce model to sustain momentum and broaden market reach.

MOTIF Board Game Box

View Motif on Kickstarter

1.opportunity

We recognized an opportunity to build upon our core base of avid supporters who loved the game’s unique mechanics. Through a market test at Spellenspektale Expo 2024, we confirmed strong consumer interest. However, multiple user complaints from the Kickstarter campaign highlighted areas needing refinement before broader online sales: jamming tiles, inconsistent quality, and shipping complexities.

User feedback from Kickstarter

2.goal

Identify and resolve the top three user pain points before transitioning to full online sales.

3.research

We analyzed 43 Kickstarter updates, 222 comments, and hundreds of emails. Three major pain points emerged:

  1. Spinning Tile Mechanism Issues
    Tiles would often slow or jam, creating frustration—especially for families and younger players.
  2. Quality Control Problems
    • Scratched or stained tiles, particularly on white sets
    • Poorly manufactured edges requiring manual filing
    • Visible scratches on gold tiles, compromising the premium look
  3. Shipping Delays & Costs
    Inconsistent shipping rates, long production times, and limited updates created confusion and dissatisfaction.

Additional Insights

Our Luxury Motif Set consistently outperformed the White Motif Set by a factor of 3.5. Most sales originated in the US and EU, reinforcing the need for robust, efficient logistics to these regions.

Luxury Set Sales Growth Regional Sales Breakdown

4.solution

  1. Redesign the tile mechanism with updated CAD models and molds
  2. Introduce a protective tray and stricter QA to minimize defects.”
  3. Streamline shipping operations to reduce both costs and delays.

5. Execution

Our post-launch strategy focused on mechanical refinements, quality assurance, and logistics optimization. These initiatives tackled user pain points while supporting a scalable e-commerce expansion.

1. Fixing the Jamming Issue

Through close collaboration with manufacturing partners, we traced the jamming to a flawed rail design. We then redesigned the CAD model and updated the mold, ensuring a smoother rotating mechanism:

  • 10× Pressure Tolerance: Up to 8kg of pressure (up from 750g) without jamming.
  • Seamless Rollout: Enhanced components shipped promptly, resolving user frustration.
Updated tray with improved rails

2. Enhanced Quality Control

We initiated a comprehensive QA program to address tile scratches and stains. By analyzing returned samples and identifying packaging friction, we introduced a protective packing tray:

  • Proactive QA: Frequent inspections and stricter acceptance criteria at the factory.
  • Tray-Based Packaging: Prevented tile‐to‐tile contact, reducing scuffs and breakage.
  • Defect Rate Drop: From ~8.49% down to about 1.2% after two production runs.
New protective tray

3. Resolving Shipping Costs & Delays

Finally, we minimized logistical complexity and unpredictable fees by consolidating SKUs and negotiating more favorable shipping terms:

  • SKU Consolidation: Reduced from 14 to 5 components, streamlining procurement.
  • Simplified Fulfillment: Standardized orders and documentation for faster processing.
  • Cost-Effective Shipping: Subsidized freight for core markets (US & EU), alleviating high delivery costs for customers.

These steps improved transit times, enhanced cost predictability, and raised overall customer satisfaction.

6. Results

1%

Reduced defects to 1%, cutting failures by 85% overall.

10x

Increased tile durability to handle 8kg of pressure with no jamming.

100%

Optimized logistics and offered 100% free shipping to core markets.


Here’s what one of our most recent customers had to say:

“Your game has arrived and it looks even better than in the photos or videos.”

7.learnings

Streamlined product design, robust quality control, and well‐negotiated logistics are crucial for a successful post‐launch strategy. By aligning production and shipping costs with user needs from the outset, we significantly enhanced customer satisfaction and laid the foundation for scalable e‐commerce growth.