Our drive, determination and experience, as well as a certain level of naivety, got us as far as being ready for release. However, this was overcome by hype and oversaturation of the market we were trying to break into.

As a team, we put too much emphasis on what we knew, which was making a great product. And not enough thought into marketing and how to generate the massive online social reach these projects require. Underestimating this crucial step resulted in time-wide burnout.

But why did I call this my greatest failure?

Although this did not result in the fame and riches we all thought it promised. I learnt a lot from this experience:

• I learnt a great deal about project and product management. From conception of an idea to a fully realised product. I planned all the key moments and objectives needed to bring this to life.

• It is because we didn’t consider the implications of marketing in this unique space that we ultimately did not release. I will never underestimate the need to plan ahead, even in the areas where my knowledge has gaps and make sure we have the right people involved early.

• Keeping people motivated and breaking down the workload into manageable prioritised tasks.

• Multitasking myself as a designer and product owner.