Sustainably's Mission and Innovation

Sustainably, launched in Edinburgh, Scotland in 2017 by Loral Quinn and Eishel Quinn, was created to enable positive global change through cashless transactions. The Sustainably app empowers consumers to contribute to their favorite charities effortlessly, making philanthropy accessible to all. This model is reminiscent of the common practice at checkout, where cashiers request spare change donations for charitable causes. However, with Open Banking technology, this process is automated, allowing users to give back seamlessly. As Loral and Eishel articulated in previous campaigns, "We've created a platform dedicated to sustainable living and giving."

When Kristina joined Sustainably, she played a pivotal role in shaping the product management culture and establishing a consistent delivery rhythm for their award-winning technology. I spoke with her about her experiences in launching software aimed at promoting social good, and here’s what she shared.

Exploring Micro-Donations Through the Sustainably App

The Sustainably app enabled users to make "micro-donations" to various charities. Users could choose between two methods: "Monthly Happiness," which set a maximum monthly donation, and "Roundups," where spare change from purchases was collected until reaching £5 for donation. Kristina explains:

"The app empowered users to control their contributions. They could see exactly where their money was going, and their privacy was respected—details were never shared with the charities. Users had the flexibility to change their chosen charities and donation amounts whenever they wanted."

The fundraising platform was soon developed to facilitate charities in connecting with the app's users— a network of eager digital philanthropists. Organizations could access insights into their supporters' giving behaviors, which Kristina notes was instrumental for potential partnerships with businesses supporting charitable causes.

Navigating Product Development Challenges

With both the app and fundraising platform in place, Sustainably cultivated an environment where supporting causes became automated and user-friendly. Kristina describes this ecosystem:

"It was about creating a socially responsible environment where good people unite for good causes. The concept was compelling; if I shop at TESCO and know that my purchases contribute to causes I care about, it’s a strong motivator."

However, this innovative vision came with challenges. Kristina, who entered Sustainably with a background in traditional banking, recognized the complexities of Open Banking, particularly given the reluctance of major EU banks to adopt such technology. This experience positioned her to guide the startup through potential obstacles in leveraging banking technology for their proof of concept.

To organize the systems design and engineering efforts effectively, Kristina recognized the need for a structured product development strategy.

"I needed to establish a framework to allow our development team to work flexibly. This involved defining sprint activities and translating them into initiatives, epics, and user stories."

The combination of Lean and Kanban methodologies proved successful, allowing the team to review necessary inputs and outputs, including customer data, wireframes, and prototypes. Once the sprint ceremonies and goals were set, the focus shifted to launching the coded version of the app.

Aiming for a Minimum Viable Product (MVP)

Understanding that the proof of concept was still in its infancy, the launch of the coded version was crucial to validate the product's viability for attracting investment. The Sustainably team prioritized quick adjustments based on user feedback, emphasizing the iterative process of developing a minimum viable product.

Their approach highlighted that the "product" in MVP is merely a stepping stone in the continuous development journey.

Following the successful release of the coded version, the focus shifted to learning, iterating, and progressing towards a more mature product.

Implementing Dual-Track Agile Methodology

In larger organizations, activities are often divided among various departments, but in a startup, one individual may wear multiple hats. Kristina noted that each employee at Sustainably had diverse responsibilities.

"After the app was launched, we fully transitioned to discovery and delivery tracks. As a small team, we had to be adaptable to unexpected challenges."

The Dual-Track Agile method facilitates concurrent work on discovery (research and evaluation) and delivery (development) activities. Kristina advises that no tasks should enter the delivery track without prior validation through discovery.

To further refine their product, the team embraced a Lean methodology focusing on the "build, measure, learn, iterate" cycle during Kanban sprints. This approach allowed them to respond promptly to app performance, user feedback, and any emerging issues.

"Software delivery isn’t linear. We had to manage unforeseen challenges during sprints, especially for complex issues. Sometimes estimates proved inaccurate, necessitating a reassessment of sprint goals."

Value-Based Decision Making in Product Development

With the app operational, the product team routinely analyzed performance metrics and customer data. This analysis was essential for sprint planning and validating hypotheses around feature development.

To tackle complex challenges, Sustainably utilized value-based decision making, employing matrices to prioritize tasks during sprint planning meetings. This technique enabled the team to reach consensus on objectives, recognizing the limited time available for completing tasks.

The team organized sprint goals according to matrix categories, determining achievable tasks that could deliver real value during each two-week sprint.

Whenever unexpected features emerged during development, they revisited their goals and priorities, asking critical questions about alignment with company values and customer impact.

Overcoming Ambiguity in Charity Onboarding

Challenges were a constant in Sustainably's journey. Kristina initially believed her primary focus would be customer acquisition for charity donations. However, she soon realized the importance of vetting and onboarding reputable charities into the platform.

Guaranteeing that donations went to verified organizations while preventing fraud was paramount. Kristina highlights the complexities involved in establishing an efficient "self-service" onboarding process for charities.

In the face of uncertainty, the team approached challenges with enthusiasm, brainstorming various solutions and trusting the discovery and design processes.

Valuing the Journey in Software Development

Kristina compares the journey at Sustainably to the Myth of Sisyphus, emphasizing the importance of finding value in the process, even during tough times. She notes that building software is an ongoing endeavor without a definitive endpoint.

"The lesson is to appreciate the process as much as the outcome. Software development is a living product; it’s about enjoying the journey of building, testing, and learning continuously."

Sustainably's team embraced the challenges, recognizing the need for resilience and growth throughout their software development journey.

Fostering Social Responsibility in Business

Evidence shows that organizations can successfully collect and donate spare change to support causes. For instance, the Panda Cares foundation raises funds through donation boxes in Panda Express restaurants, which contribute to various charitable initiatives.

In contrast, Sustainably aimed to build a community of engaged individuals and businesses leveraging Open Banking for social good. When discussing the company's approach to cultivating ownership among its team, Kristina emphasizes:

"We consistently aligned with our mission—embedding sustainable good into communities and daily life. Loral and Eishel maintained a strong sense of purpose, ensuring our strategy reflected that vision."

"Everything we did focused on building a community of philanthropists, amplifying the impact of small donations for underserved communities."

Sustainably sought innovative ways for consumers and businesses to address social issues, demonstrating that collective efforts can indeed lead to meaningful change.

Reflecting on Sustainably's Legacy

Kristina didn't anticipate the extensive responsibilities that came with her product owner role. However, she embraced the challenge and contributed to a movement advancing social philanthropy.

"We witnessed a rise in socially responsible individuals and businesses eager to understand sustainable development goals and the potential for positive community impact," she reflects.

Despite the remarkable technology and accolades, Sustainably struggled to secure sufficient investment and a robust customer base, leading to its closure in 2022. However, Kristina believes the initiative was ultimately a success:

"More people recognized their impact on the world, even in the face of climate change. Sustainably showed how to take actionable steps toward sustainability."

In essence, Sustainably pioneered a new form of philanthropy, enabling automated giving with each purchase. The startup's legacy lies in its ability to inspire future businesses and charitable efforts, and Kristina remains proud of what they achieved.