Building a Scalable Web Production Partnership
How I established and governed an external delivery model for 242 tracked production deliveries from 2021–2023
A partnership between Mindvalley and Dox Digital
Challenge
Growth had outpaced internal implementation capacity
Mindvalley shipped a continuous stream of customer-acquisition experiences, including:
Masterclass Launches
Product Pages
Certification Pages
Video Sales Pages
Campaign Pages
Localization Releases
An example customer-acquisition page supported by the model
Each delivery required design, implementation, content and asset preparation, QA, and launch coordination—often across multiple languages. Internal teams could not absorb every delivery without compromising design direction, quality oversight, or sustainable workloads.
Marketers also needed to reduce redundant work such as content population and manual page setup—tasks that had previously required specialist support.
The answer was not simply to outsource work. It was to build a reliable external production model that expanded capacity while keeping quality, cost, and ownership visible.
Partnership Model
I turned external capacity into a governed production partnership
Dox Digital
I helped establish DOX Digital as an extension of Mindvalley’s web-production capability. Its role was defined around web page implementation and production support, including content implementation, image optimization, metadata, and launch readiness. 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 participated in those commercial discussions, reviewing estimates, requesting transparent effort breakdowns, and challenging assumptions where necessary. The objective was to connect external spend to a clear delivery outcome—not treat the partner as an uncontrolled overflow queue.
Why a Partner Model Was More Scalable
PARTNERING WITH DOX DIGITAL
SCALING ENTIRELY IN-HOUSE
Defined web-production work could be delivered by dedicated external capacity
Requires an increase in headcount to support production needs
Production support available between Monday - Friday
Dedicated resources could support multiple Mindvalley teams and concurrent launches
Limited resources available and are allocated based on company priorities
Avoided the fully loaded cost of expanding the team by six additional hires
Required six additional hires, plus EPF, SOCSO, bonuses, and benefits.
Projected annual savings of over RM100,000
Based on a 12-month comparison between the DOX Digital partnership and the fully loaded cost of hiring six additional in-house production roles.
Key highlights presented to leadership for the outsourcing approval
Operating Rhythm
Every release moved through one visible workflow
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, checkout dependencies, QA expectations, and localization details.
The partnership used structured production specifications and Airtable tickets to make those dependencies visible before implementation began. Tickets showed ownership, status, QA, and next actions, while Slack provided a shared space for questions, decisions, handoffs, and launch confirmation.
This created a dependable operating rhythm:
Scope → production-ready brief → DOX implementation → QA → launch support
The system reduced last-minute ambiguity and made blockers visible early enough for the right people to act.
Airtable made ownership and implementation status visible
A Google Sheet template captured the information DOX needed to build each page
Slack kept launch decisions and blockers in one shared thread
Scaling Delivery
The model supported English and international releases 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 English and international releases
Quality was maintained through standards already established by the internal team. DOX implemented work within Mindvalley’s existing Storyblok CMS and Design DNA. These foundations were not the focus of the partnership; they provided the guardrails for a consistent live experience.
Mindvalley homepage localization to Spanish