Attribution analytics platform solving the offline-to-online tracking gap for QR codes and short links. Conducted competitive research across 11 tools, identified that 87% of marketers lack attribution visibility, then applied RICE prioritization to build an 8-feature MVP in 12 weeks. Full product lifecycle from discovery to launch, including PRD, technical architecture, and go-to-market strategy.
The Problem
QR codes are everywhere—menus, posters, event flyers, billboards. But most businesses using them have almost no visibility into what happens after the scan.
Someone scans the code... then what? Did they convert? Bounce? Come back later? Which campaign actually drove results?
Research findings:
87% of marketers struggle with post-scan tracking
Existing solutions either cost $100-500/month or provide only basic scan counts
Commerce centers and event organizers—managing 5-15 annual events with limited budgets—had no viable analytics option
Market gap between budget tools with limited features and expensive enterprise solutions. InsightQR targets mid-market segment with event-specific analytics unavailable elsewhere.
Strategic Approach
Started with 22 potential features from market research and user interviews. Applied RICE prioritization framework to evaluate each feature across reach, impact, confidence, and effort.
Result: Cut scope by 40% to focus on 8 core capabilities that deliver primary value. Strategic tradeoffs included deferring event comparison to Phase 2 despite high impact—customers need baseline data before comparison features become valuable.
RICE scoring reduced 22 features to 8 MVP capabilities, cutting development time by 40% while maintaining core value proposition.
Key decisions:
CSV export over PDF generation (900 vs 224 RICE score)
No mobile app despite requests (12 weeks effort, limited reach for target segment)
Event comparison deferred until customers have data worth comparing
What I Built
Product positioning focused on attribution gap—solving post-scan tracking for marketers and event organizers.
Delivered functional MVP in 12 weeks with Rails backend:
User authentication and account management
Stripe billing integration
Real-time QR scan tracking
Time, geographic, and device analytics
CSV export for stakeholder reporting
Team collaboration (3-5 users)
Real-time scan tracking with time-based, geographic, and device analytics—core differentiator from budget competitors.
Device Analytics Distribution
Execution & Delivery
Authored detailed PRD including user stories, acceptance criteria, database schema, and technical specifications. Built and shipped MVP focused on core attribution capabilities rather than feature quantity.
Stakeholder reporting capability enables commerce centers to demonstrate ROI to boards and sponsors.
Go-to-market strategy: Beachhead approach targeting Chicago commerce centers where I have existing professional relationships. Enables rapid customer discovery and product-market fit validation before scaling.
Outcomes
Attribution analytics platform solving the offline-to-online tracking gap for QR codes and short links. Conducted competitive research across 11 tools, identified that 87% of marketers lack attribution visibility, then applied RICE prioritization to build an 8-feature MVP in 12 weeks. Full product lifecycle from discovery to launch, including PRD, technical architecture, and go-to-market strategy.
