In today’s fast-paced digital economy, product development teams are under immense pressure to deliver high-quality products faster than ever before. Yet, many companies still rely on outdated manual workflows that create unnecessary delays, errors, and inefficiencies. According to Seyi Obadimeji, an experienced Digital Product Leader, automation is no longer an option, it’s a necessity.
Reports from the International Finance Corporation (IFC) emphasizes on automation as a key enabler of efficiency in modern product development,”Seyi explains.” And for good reasons, highly automated workflows have enabled companies like Google and Amazon speed up releases and maintain consistency in high product standards. Yet, many organizations still treat automation as an afterthought rather than a strategic necessity.
“Automation doesn’t replace human ingenuity,” Seyi asserts. “It complements it. It eliminates repetitive, time-consuming tasks that drain energy and slow teams down.”
Despite advancements in technology, many organizations still struggle with communication breakdowns, inefficient processes, and bottlenecks in their product development cycles. These roadblocks lead to missed deadlines, misalignment among teams, and ultimately, higher costs.
“When your team is buried in manual tasks, they lose focus on the bigger picture,” Seyi explains. “Automation removes those roadblocks so teams can focus on building great products.”
The impact of automation is evident in tech giants like Google and Amazon, where automated workflows have drastically reduced development cycles while maintaining high product standards. Yet, many smaller and mid-sized companies fail to prioritize automation, treating it as an afterthought rather than an integral part of their strategy.
Seyi recalls a past experience where manual testing and deployment processes once delayed a product launch. Engineers were stuck in repetitive QA tasks, leading to missed deadlines and last-minute fixes. But when the team implemented automation, the results were immediate.
“The difference was night and day,” he shares. “We reduced testing time by 40%, accelerated deployment, and improved product quality. Automation allowed us to release faster, with fewer bugs, and much greater confidence.”
Beyond speed, automation also ensures consistency in product development. Tasks like user acceptance testing and integration testing, if done manually, often result in inconsistencies. Automation standardizes these processes, ensuring that every release meets the highest quality standards.
For product managers, the most significant advantage of automation is the time it frees up for high-value activities. Instead of being bogged down by routine tasks, teams can shift their focus to strategic decision-making, innovation, and user experience.
“When routine tasks get automated, teams become more strategic,” Seyi says. “Instead of chasing repetitive work, they can focus on making critical product decisions.”
Seyi advises teams to take a phased approach to automation. First, identify bottlenecks by analyzing workflows for repetitive tasks. Next, start small, automate one critical process, measure its impact, and expand gradually. Choose the right tools that integrate seamlessly with existing systems to avoid complications. Finally, get team buy-in by involving developers, designers, and key stakeholders to ensure a smooth transition.
He challenges product teams, engineering leaders, and executives to rethink their approach: “Automation isn’t just about efficiency, it’s about building better products, faster.”
Having led product teams in high-growth tech environments, Seyi has witnessed firsthand how automation transforms workflows. His insights serve as a roadmap for teams looking to optimize processes, improve collaboration, and accelerate product development.
In the coming years, companies that embrace automation will not only stay competitive but will also redefine industry standards. The future of product development isn’t manual, it’s automated.