“B Lab - Driving Global Impact with Clarity”
“”Kate has the rare ability to be both strategic and practical. She surfaced the hard truths about where we were stuck and gave us a clear, inspiring plan forward. Her outcome-based roadmap continues to shape our work.” - B Lab CTO”
Project Overview
How do you guide thousands of companies toward the UN’s 2030 Sustainable Development Goals? At B Lab, the SDG Action Manager was designed to be that path. But despite strong registrations, most companies dropped off. The B Corp certification process itself was bogged down by unclear handoffs and legacy tools.
The problem wasn’t the mission. It was the experience.
B Lab asked me to diagnose and reframe the product strategy across both the SDG Action Manager and certification platform. I delivered a discovery process, outcome-based roadmap, and vision that re-centered the work on clarity, delight, and measurable progress.
Key Contributions
- Reframed product strategy around outcomes, not tools.
- Conducted 18 cross-team stakeholder interviews and full system mapping.
- Audited legacy tooling and workflows across three regions.
- Defined success metrics (time to goal, abandonment rates, NPS 70+).
- Delivered an outcome-based roadmap with Now/Soon/Later sequencing.
- Designed a new intake, queue, and review model to reduce certification bottlenecks.
The Challenge
- Complexity at every step: long registration, confusing overlap with the B Impact Assessment, and manual verification queues.
- Siloed teams: improvements happening in isolation, creating a fractured company journey.
- Tech driving strategy: product roadmaps focused on tools instead of outcomes.
- Abandonment and confusion: companies dropped out before ever reaching meaningful progress.
- Regional fragmentation: teams used different versions of the same system with no shared roadmap.
Approach
I kicked off with a full discovery process:
- 18 one-on-one stakeholder interviews across tech, brand, standards, review, and partners.
- End-to-end process mapping, from marketing site to Salesforce queues.
- Information architecture audit and card sort.
- Analysis of confusion-related support tickets (>50% of volume).
- Review of strategy docs, standards changes, and org-wide goals.
We reframed the work through an outcome-based roadmap, not a feature list.
Solutions
- Vision 2023: accessibility, internationalization, and user delight at the core.
- Defined outcomes: shorten time to progress, raise NPS, reduce confusion tickets, cut abandonment.
- Unified queueing: built a prioritization model connecting global review teams with aligned workflows.
Now/Soon/Later roadmap
- Now: small wins -- copy fixes, CSS styling, unified org language.
- Soon: IA cleanup, simpler assessments, funder buy-in, MVP replacement goals.
- Later: Duolingo-style pacing, Slack “B Hive” community, modular verification.
Outcome & Impact
Shifted mindset: strategy first, technology second.
The engagement gave B Lab a clear product vision, organizational alignment, and a roadmap tied directly to user outcomes. Instead of chasing features, the team could focus on what mattered most: helping companies take real, measurable steps toward sustainability.
- Increased reviewer efficiency and cross-regional clarity.
- Reduced average review time through improved triage.
- Delivered a playbook for long-term modernization.
- Earned stakeholder trust across B Lab’s global org.
Want to bring this kind of thinking to your team?
I help teams ship products with clarity, speed, and care.