Productboard Spark, AI built for PMs. Now available & free to try in public beta.
Try SparkProductboard Spark, AI built for PMs. Now available & free to try in public beta.
Try Spark
company founded
1999
location
North America
“If we’re looking at a feature that is attached to a lot of red accounts or a larger customer who has a major impact on our revenue, we can really get into that segmentation in Productboard.”
Senior Director, Salesforce
23rd February 2026
Software
company founded
1999
location
North America
“If we’re looking at a feature that is attached to a lot of red accounts or a larger customer who has a major impact on our revenue, we can really get into that segmentation in Productboard.”
Senior Director, Salesforce
Azuga, a Bridgestone company, helps fleet-driven businesses operate more safely, efficiently, and reliably through advanced telematics. Their platform empowers fleet managers with real-time insights to improve driver behavior, route performance, and vehicle health. As Azuga evolved from a startup into a maturing organization under Bridgestone, their product team faced a new challenge: how to scale product management systems and processes without losing customer focus.
It became increasingly necessary to give the entire business visibility into what was being built, and why. They chose Productboard’s centralized platform to bring structure to their product practice and deepen customer collaboration.
When Chief Product Officer and Managing Director, Fatimazahra (Fatima) Howes joined Azuga to lead product design and product operations, the team was still transitioning out of its early-stage startup roots. “Our product management organization was very young,” she said. “We really needed a scalable product management framework that could address customer needs and mature with the business.” Megan Ezeadi, Director of CX Design, agreed. Without a centralized tool, processes varied across teams and product visibility was limited.
“Our customers talk to us from every single angle. We needed to bring all that feedback into one place where we could leverage the insights transparently.”
Fatima Howes
CPO and Managing Director, Azuga
Both leaders recognized the opportunity to bring clarity, consistency, and customer focus to the organization’s product strategy. Productboard became the solution to unify their approach.
Azuga customers provide input from every corner of the business—from account managers to customer success to enterprise reviews. With Productboard, they centralized that feedback loop and tied it directly to product development. Now, the team can track, prioritize, and act on feedback at scale.
“We’re able to show the journey of how customer voice goes from being submitted all the way through to actually being developed and shipped.”
Fatima Howes
CPO and Managing Director, Azuga
To ensure consistency and drive adoption, Azuga built internal frameworks using Productboard as the foundation. “We created a framework so that all the product managers were taking a similar approach” said Megan. “That consistency made it easier to share product work with other areas of the organization.”
Fatima emphasized the importance of governance in driving long-term success. “Operationalize it through product ops,” she advised. “You need a group dedicated to implementing the right processes, inspecting what you expect from PMs, and scaling trust in the platform.”
Productboard became a shared source of truth across product, customer success, and engineering. Megan’s team even uses viewer access in Productboard to equip customer-facing teams with feedback context for quarterly business reviews. According to Megan, “We’re training them to log into Productboard as viewers and pull up what their customers said. It helps close the loop and show we’re listening—because we really are.”
Azuga uses Productboard’s Portal to share the roadmap externally and invite customer feedback on what’s coming next. This helps build trust with customers by showing them their input is valued and reflected in the product direction.
“My favorite Productboard feature is letting customers view the roadmap and vote or give personal feedback. Even when feedback comes indirectly, we can attach it to features through notes and keep everything connected.”
Megan Ezeadi
Director of CX Design, Azuga
Productboard has supported the growth of Azuga’s product org every step of the way––helping them become more data-backed, aligned to customer needs, and equipped with better visibility across teams.
“We’re able to understand what we’re shipping, how often we’re doing it, and the impact it has on our customers. We can validate that dynamically through the platform, which is critical to our success.”
Fatima Howes
CPO and Managing Director, Azuga
Productboard has also improved cultural alignment. “It’s not just the product team that sees what’s happening now. If there are delays or blockers, it’s visible to the whole organization. That transparency has been a huge win,” explained Megan.
With structured feedback processes, centralized prioritization, and cross-functional alignment, Azuga isn’t just building faster. They’re building the right things while closely engaging with their valued customers.
Looking ahead, both Megan and Fatima are excited to continue scaling with Productboard, especially with emerging capabilities like Spark. “AI is everywhere,” said Fatima, “but what we’re really interested in is how Spark can bring us closer to our customers. We believe it can help us speak to them more often and at a broader level.”
As Azuga continues helping fleets drive safer and smarter, Productboard is proud to remain a key partner that powers the feedback loops and roadmaps that make it all possible.
