Building a Scalable Web Production Partnership
Reimagining how millions of visitors discover personal growth by transforming Mindvalley's homepage into a guided journey of exploration, confidence, and action.
Challenge
Growth had outpaced internal implementation capacity
Mindvalley was shipping a continuous stream of acquisition funnels every week which included websites for:
Masterclass Launches
Product Pages
Certification Pages
Video Sales Pages
Campaign Pages
Localization Releases
Each required design, implementation, content and asset preparation, QA, and launch coordination. Internal design and development capacity could not support every delivery without compromising strategic focus, quality, growth and health. Marketers to eliminate redundant work such as content population and manual page set up, a responsibility that was previously tasked to them The solution was not simply to outsource work, but to build a reliable external production model and to allow internal teams to focus on more innovative work
Solution
I turned external capacity into a governed production partnership
In light of the demand, I proposed and establish DOX Digital (external agency) as an extension of Mindvalley’s web-production capability.
Dox Digital
Their role was defined around page implementation and production support. While internal teams retained ownership of design direction, prioritization, and final approval.
Dox Digital's monthly retainer scope of work
The relationship was structured around planned retainer capacity as well as separately scoped ad hoc work. This distinction made the partnership sustainable. Recurring work could be planned against agreed capacity, while new or expanded requests required an explicit review of scope, timing, and cost. I drove the discussions for scope of work, reviewing estimates, requesting transparent effort breakdowns, and challenging assumptions where necessary. The objective was to connect external spend to a clear delivery outcome
For this partnership to proceed, it required me to submit a proposal to my CHRO, COO and CEO to allocate a 6 figure budget for approval. Below is a sample of a comparison table I presented in my proposal
Benefit comparison between hiring Dox Digital and hiring internally
HIRING DOX DIGITAL
KEEPING PRODUCTION WITHIN MINDVALLEY
Web page production is absorb by Dox Digital
Design and marketing to increase headcount to support production needs
24 hour production support available (Weekends included)
Production support only available from Monday - Friday
Dedicated resources allocated to handle all scopes of work agreed upon
Resources are limited and allocated based on company priorities
Saves Mindvalley RM100,00+ a year on costs
Additional RM100,000 a year excluding payouts for EPF, SOCSO, benefits and bonus
Cost saving was calculated against the number of a projects that were being delivered for 12 month by Dox and the cost to maintain 6 additional developers per year
Key highlights that I presented to leadership for the outsourcing approval
Operating Model
How work moved from scope to launch
For the partnership to work at speed, DOX needed more than a Figma link. Each request was prepared with the information needed for production: Page DNA references, copy and assets, SEO requirements, videos or widgets, checkouts, rate-plan dependencies, redirects, QA expectations, and localization details. I helped structured the production specifications and Airtable tickets to make those dependencies visible before implementation began. Tickets showed ownership, status, QA, and next actions. Slack provided the shared space for questions, decisions, handoffs, and launch confirmation.
Airtable made ownership and implementation status visible
A google sheet template was built to capture all relevant information for Dox Digital to construct pages
Slack kept launch decisions and blockers in one shared thread
This created a dependable operating rhythm: Scope → production-ready brief → DOX implementation → QA → launch support The system did not add process for its own sake. It reduced last-minute ambiguity and made blockers visible early enough for the right people to act.
Scaling Delivery
English and international delivery in parallel
Localization was a parallel production stream, not a final task after an English release. Each version needed implementation, review, and release while new English launches and other requests continued to move through the pipeline. Shared production schedules made that capacity visible across months. They helped coordinate English and international work together, sequence delivery against launch dates, and determine when internal or vendor support was needed. The DOX engagement covered a substantial mix of English launches and relaunches, certifications, product pages, international funnels, and international product pages.
Shared timelines coordinated between English and international releases
Outcome
240+ tracked production deliveries
Between 2021 and 2023, the DOX Digital channel recorded **242 unique Official Thread deliveries**. This included launches, localized releases, product pages, migrations, experiments, and live-event pages. Separate language releases were tracked individually, reflecting the real production workload behind international delivery.
The partnership created a more scalable and accountable delivery model
240+ tracked deliveries across a three-year period.
Defined production scope for Storyblok implementation, launch support, and QA
Clear commercial boundaries between planned retainer capacity and separately approved work
Visible delivery status through Airtable, shared schedules, and coordinated Slack workflows
More internal capacity for design direction, high-value problem-solving, and quality oversight
A selection of web experiences delivered through the DOX Digital partnership