Most launches are run like one big reveal.

Research, build, ship — all at once, months apart, results all at the end.

For high-stakes digital product updates and launches, we don't think like that.

Sprint-based delivery, with regular verification points, beats the big reveal method.

IWG asked us to reshape its booking flow (location search + signup + checkout), the core engine of its many booking websites, and for that we chose to go per-sprint with gradual deployments.

We picked the sequence based on what would move the needle fastest. Location search and signup shipped first, months before the new checkout was ready.

The result: drop-offs were already down more than 50% before the "real" launch even happened.

Have a big launch on the horizon? A per-sprint approach with phased deliveries can bring early results home.