Case Study

Fractional Product Head for Oncology Navigation Platform

XpediteMD is an AI-powered oncology navigation platform that is focused on improving clinical outcomes and making patient navigation operationally billable by structuring workflows, documentation, and CPT alignment so oncology practices can turn navigation into a sustainable, reimbursable service line.

Product Triage Fractional Product Leadership

Company

XpediteMD

Website

www.xpeditemd.com

Domain

Oncology

Stage at Start

Growth-stage, pre-v2.0 launch

The Situation

XpediteMD sat at a complex problem: the product MVP confirmed the market fit, but the post-MVP version of the product got stalled. Version 2.0 had been in development for over a year and could not launch. The team needed an outside product leader to diagnose what was broken, ship the product, and then pursue a significant new market opportunity that no one had yet built a product for.

Phase 01 — Product Triage

Service: Product Audit

Challenge: Before anything could change, the real picture needed an honest outside read — not filtered through internal politics.

Approach: Evaluated product operations, team composition, and overall product strategy. Assessed process and people with equal scrutiny to produce actionable findings, not a report for a shelf.

Outcomes:

Staff-related recommendations delivered to leadership
Process-related recommendations delivered with prioritization
Clear foundation established for Phase 2 execution

Phase 02 — Interim Head of Product: Launch v2.0

Service: Fractional Product Leadership

Challenge: Version 2.0 had been in development for over a year and was not able to go live. The ask was direct: ship it — and while doing so, build the process so this never happened again.

Approach: Implemented a design-driven development approach. Built a full design system from scratch. Organized the delivery and release process to create measurable, predictable release cycles — not just for v2.0, but for everything after it.

Outcomes:

Version 2.0 shipped and live
Design system created and adopted by the team
Predictable, measurable release process established
Design-driven product culture embedded across delivery

Phase 03 — Fractional Head of Product: Navigate a New Market

Service: Fractional Product Leadership · Strategy Sprint

Challenge: Once the product was stable, a significant new opportunity became clear — a separate market for cancer navigation billing that required fundamentally different functionality. One product had to become two.

Approach: Led the product split into XpediteMD Accelerate and XpediteMD Navigate. Owned the full product strategy and go-to-market for Navigate. Developed a customer implementation playbook and an adoption playbook. Personally onboarded the first oncology practices onto the new platform.

Outcomes:

Product split into two distinct lines: XpediteMD Accelerate and XpediteMD Navigate
XpediteMD Navigate launched to market
Full GTM strategy created and executed
Customer implementation playbook and adoption playbook delivered
Multiple oncology practices live and onboarded

Deliverables

Product and Team Audit

Structured assessment of operations, team composition, and product strategy, with prioritized recommendations for both staff and process.

Design System

Full design system built for XpediteMD, enabling consistent, scalable UI and a design-driven delivery process.

Version 2.0 Launch

End-to-end delivery of Version 2.0 from stalled to shipped, with a repeatable release process embedded behind it.

Product Split Strategy

Strategic and execution work to divide one product into XpediteMD Accelerate and XpediteMD Navigate, with distinct positioning and functionality for each.

GTM Strategy for XpediteMD Navigate

Full go-to-market strategy for the Navigate product targeting the cancer navigation billing market.

Customer Playbooks

Implementation playbook and adoption playbook for onboarding oncology practices onto Navigate, used directly in early customer engagements.

Impact

v2.0

Shipped after 1+ year development stall

2 Products

Split from one platform into two distinct lines

Live

Oncology practices onboarded to Navigate

Note: This engagement began as a scoped product triage and grew into multi-year fractional leadership — a pattern that reflects what happens when product operations are fixed, trust is built, and the next opportunity is too significant to hand off.

Your product is waiting to ship.

Whether you're stalled, scaling, or spotting a new market — this is the work. Let's talk about where to start.

Start the conversation →