Case Study
Cloudinary: Shopify Ecosystem Strategy
Last updated: December 1, 2025
Product strategy, customer discovery, and AI-powered prototyping to validate Shopify apps built on Cloudinary technology.
The Challenge
Cloudinary wanted to expand into the Shopify ecosystem — building apps that would bring their media optimization technology to Shopify merchants, brands, and agencies.
The opportunity was clear, but the path wasn't. Which apps would resonate? What would drive adoption? How do you validate quickly in a new ecosystem without over-investing in the wrong direction?
They needed someone who could run discovery, engage customers directly, and move from strategy to validated prototypes — without pulling their existing team off their core roadmap.
The Approach
We embedded with Cloudinary's team to lead the ecosystem strategy from discovery through validation.
Phase 1
Product Strategy
We mapped the Shopify app landscape, identified whitespace opportunities, and defined the strategic options for Cloudinary's entry. This wasn't about generating ideas — it was about understanding which opportunities aligned with Cloudinary's strengths.
Phase 2
Customer Discovery
We went direct to customers — brands, agencies, and Shopify merchants who would be the users of these apps. Structured interviews, jobs-to-be-done analysis, and validation of the problem space.
Phase 3
AI-Powered Prototyping
We built rapid prototypes to test concepts with real users. Using AI-assisted development approaches, we moved from insight to testable prototype faster than traditional methods.
Phase 4
Ecosystem Activation
We leveraged direct relationships with partners in the Shopify ecosystem to accelerate go-to-market. This wasn't just about building — it was about getting it in front of the right people.
The Results
✓
Sign-up goals achieved
The validated apps hit their sign-up targets with brands and agencies in the Shopify ecosystem.
✓
Frameworks still in use
The AI-powered prototyping approach we introduced became an ongoing practice — not a one-time project deliverable.
✓
Strategy accelerated
Direct customer engagement and partner relationships compressed the timeline from strategy to actionable results.
What They Said
"Ryan helped us discover and validate Shopify apps built on Cloudinary technology through expert product strategy and customer discovery. We achieved our sign-up goals from brands and agencies, and his AI-powered prototyping approach gave us frameworks we continue to use. His combination of AI fluency, direct customer engagement, and network of personal relationships with relevant partners, accelerated our ecosystem strategy into actionable results. Hiring Ryan was a great decision — he's a self-driven, true expert, that dives into the materials, and delivers results."
— Ran Rubinstein, General Manager, Cloudinary
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