Product Manager Dani Cordsen Reveals How Customers Shape Arena’s Innovation Roadmap

For most companies, sustained success hinges on their ability to continually adapt, innovate, and deliver value to customers. Having the right people, technology, and resources has enabled PTC to do just that. In this interview, Arena’s Product Manager Dani Cordsen reveals her team’s approach to delivering PLM and QMS innovations that resonate with an ever-expanding global customer base.

DANI, PLEASE TELL US ABOUT YOUR PROFESSIONAL BACKGROUND AND JOURNEY TO PTC.

Dani: After graduating college, I accepted a position at Crocs and was eventually assigned to the product team. My exposure to various aspects of product development and management was exciting. I had the opportunity to grow in those areas and progress to leadership positions. This period marked my first introduction to cloud product lifecycle management (i.e., Arena PLM).

I went on to manage the product division at a small apparel company in Utah, where we launched a new footwear line. Subsequently, I led a global product team at Cricut and was responsible for implementing Arena PLM. Deploying the platform was a rewarding experience. When I learned about the Arena Product Management position at PTC, I jumped at the opportunity to influence how other customers use Cloud PLM!

DESCRIBE YOUR EXPERIENCE USING ARENA PLM WHEN YOU WORKED AT CROCS AND CRICUT.

Dani: At Crocs, Arena PLM was our single source of truth for managing everything product related. It enabled us to put formal processes in place. If it didn’t exist in Arena, it wasn’t happening. We needed documented processes to drive consistency and enhance product quality. The platform helped us manage our documentation and establish clear objectives.

Arena was integral to helping us meet our product development milestones. We had a “big picture” view of the product to quickly address issues and make informed decisions regarding various features. Having everything in a centralized system enabled us to quickly ramp up new suppliers.

At Cricut, we used Arena PLM to manage the product consumables and hardware side of the business. Prior to Arena, we accrued exorbitant air freight expenses to meet customers’ delivery expectations. This stemmed from excessive scrap and rework during the production phase.

Once all our product information was in Arena, we were able to keep teams aligned and reduce errors. Arena helped us identify the root cause of production issues (e.g., noncompliant parts, mislabeling) and put corrective measures in place. We also gained greater visibility into supplier performance and lead times. Within a year, the organization saw significant cost savings with the reduction of freight as well as scrap and rework.

Dani recalls some of her past experiences and how having a PLM system helped the startups she was part of scale into larger corporations.

WHAT PROJECTS ARE YOU CURRENTLY WORKING ON?

Dani: Currently I am spearheading some enhancements to the Arena home page, dashboard, and Analytics module. Based on feedback from customers as well as the Arena sales team and coaches, I’m working with our UX/UI designers to bring those enhancements to life. The goal is to help end users further streamline their workflows and save even more time.

WHAT DRIVES THE ARENA PRODUCT ROADMAP? HOW DOES YOUR TEAM IDENTIFY FUTURE PLM/QMS SOFTWARE ENHANCEMENTS?

Dani: In building the Arena roadmap, we evaluate how customers respond to the existing product and identify opportunities for improvement. We also keep a pulse on the competitive landscape and current market trends to determine Arena’s future direction. It’s a balancing act of making sure that we deliver the most value to current customers and attract new customers with continued innovations.

HOW DO YOU GATHER INSIGHTS FROM CUSTOMERS?

Dani: A lot of our research is conducted through phone calls with existing and prospective clients. We try to identify common themes throughout the conversations that may inform future product enhancements.

I’m in the process of establishing a feature advisory board which is comprised of external stakeholders. These individuals are passionate about PLM. By bringing them into the fold early, they can look at our solutions and provide feedback for new features that will help fill process gaps for end users.

HOW DOES YOUR TEAM ROLL OUT NEW SOFTWARE RELEASES TO CUSTOMERS?

Dani: We typically introduce four software releases per year. Customers are involved in the validation process for each release to ensure that the product enhancements address their needs.

Prior to launch, we craft messaging to highlight the new PLM/QMS enhancements and key benefits to end users. We also provide webinars and interactive tours in Arena to guide customers on using the new software functionality.

WHAT KEY ARENA PLM/QMS FUNCTIONALITY SHOULD CUSTOMERS LEVERAGE TO HELP IMPROVE THE WAY THEY WORK?

Dani: Customers should leverage Arena Projects. It enables you to keep track of project deliverables and milestones in context of the product record and release processes. I used it when I worked at Crocs and Cricut. It was an invaluable tool in helping me stay organized and keep everyone on track.

I also recommend using the Scribe chat tool in Arena. It is a great way for your product teams and supply chain partners to stay connected throughout the product development process and maintain visibility.

IF YOU HAD TO DESIGN YOUR OWN SOFTWARE OR APP, WHAT PROBLEM WOULD IT SOLVE?

Dani: I live in Utah, where we experience drastic temperature fluctuations. The temperature is around 50 degrees in the morning and rises to 80 degrees by late afternoon. My app would open your ceiling ventilation in the morning to pull in the cool air. That way, you can avoid turning on the air conditioner as the day progresses.

WHAT ARE YOUR FAVORITE HOBBIES?

Dani: I enjoy spending time with my three young children and making them quilts.

Interested to hear Dani speak more on product development? Check out our recent PLM Perspectives webinar.