Strategic Design + Product Vision
SaaS Blue-Sky Vision Redesign
UX Designer | July 2023 - April 2024
The Problem
The product lacked a clear future vision and teams were executing features without alignment on where the product should go in the next 3–5 years. This created confusion, slowed decision-making, and weakened our competitive position.
→
No shared understanding of the long-term product direction across leadership, product, and engineering
→
Roadmap decisions were reactive instead of strategic
→
Competitors were advancing with stronger narrative and positioning
→
Teams struggled to articulate value to customers and internal stakeholders
Discovery + Team Alignment
We need to define what we’re building and why..
To move from feature execution to strategic vision, we aligned on user needs, business priorities, and long-term opportunity. This discovery work clarified what would create the most value, not just what we could build.
Goal Setting Workshop
Defined clear goals for the session, such as identifying pain points, aligning on product value, and setting the stage for a cohesive redesign that serves user needs and business objectives.
Stakeholder Interviews
Held in-depth discussions with the Sales team, Product team, and senior leadership to identify pain points, capture feedback on current workflows, and gather insights on frequently requested features.
Jobs to Be Done Framework
Conducted a thorough review of existing user research, surfacing past insights and identifying areas where previous research could guide our new approach, such as "Jobs to Be Done".
Problem Mapping
Reviewed user insights and feedback, to identify friction across core workflows and inform navigation.
Key Insights
1
Users need clear, streamlined workflows — not more features.
2
Stakeholders need a unified product narrative to guide decisions and roadmaps.
3
The product must support cross-product scalability as the business grows.
4
We should invest in experiences that drive adoption and reduce onboarding friction.
Vision Exploration + Design
Let’s prioritize scalability and cross-platform cohesion while maintaining our values.
Based on the insights, we defined a future state experience that simplifies workflows, increases product adoption, and scales with the business.
Unified Navigation Model
Rooted in our users’ Jobs to be Done, this new format would surface all major tasks into a single platform where they can:
Monitor: a single dashboard that would display statuses from all products
Protect: be guided through backing up data and setting up for success quickly
Recover: launch the wizard or run a DR test
Manage: access all clients, users, orgs, and reports more holistically
Workflow-Based Dashboards
Surfaced the right information at the right time, not buried behind feature menus.
Guided “Path to Value” Moments
Helped new users understand actions and outcomes quickly, likely improving onboarding and adoption.
Expandable Platform Architecture
Designed to accommodate future product offerings without rework.
Proposed New Vision
“Our vision is to equip MSPs with scalable, secure business continuity and disaster recovery solutions that protect client data and deliver lasting peace of mind.”
Outcomes + Impact
The result? Faster, more intuitive workflows within a single pane of glass.
We aligned cross-functional leaders around a unified product vision, enabling faster decision-making and roadmap prioritization. Defined scalable workflows and IA that set the foundation for future platform and design system evolution.
3-5 Year Plan
Aligned product, engineering, and leadership around direction
New Nav and Architecture
Rooted in our Jobs to Be Done, this new format would surface all major tasks into a single UI
Cross-team Clarity
Helped engineering estimate impact and feasibility earlier
Stakeholder Feedback
“This is a great start for unifying our products and definitely the direction we want to be going in!”
Product Manager
“Finally, a single pane of glass!”
VP of Product
“This gives us a clearer path forward and solves a lot of user pain points.”
UX Manager
Reflection
Design is a strategic tool, not just a reactive one. There is value in forward-thinking design and blue-sky thinking grounded in user insights. It’s challenging to bring multiple stakeholders into alignment around a shared vision and in the future I’d advocate for even earlier integration of engineering and marketing teams to ensure holistic buy-in from day one.
Strategic Design + Product Vision
SaaS Blue-Sky Vision Redesign
UX Designer | August 2024 - December 2024
The Problem
The product lacked a clear future vision and teams were executing features without alignment on where the product should go in the next 3–5 years. This created confusion, slowed decision-making, and weakened our competitive position.
→
No shared understanding of the long-term product direction across leadership, product, and engineering
→
Roadmap decisions were reactive instead of strategic
→
Competitors were advancing with stronger narrative and positioning
→
Teams struggled to articulate value to customers and internal stakeholders
Discovery + Team Alignment
We need to define what we’re building and why..
To move from feature execution to strategic vision, we aligned on user needs, business priorities, and long-term opportunity. This discovery work clarified what would create the most value, not just what we could build.
Goal Setting Workshop
Defined clear goals for the session, such as identifying pain points, aligning on product value, and setting the stage for a cohesive redesign that serves user needs and business objectives.
Stakeholder Interviews
Held in-depth discussions with the Sales team, Product team, and senior leadership to identify pain points, capture feedback on current workflows, and gather insights on frequently requested features.
Jobs to Be Done Framework
Conducted a thorough review of existing user research, surfacing past insights and identifying areas where previous research could guide our new approach, such as "Jobs to Be Done".
Problem Mapping
Reviewed user insights and feedback, to identify friction across core workflows and inform navigation.
Key Insights
1
Users need clear, streamlined workflows — not more features.
2
Stakeholders need a unified product narrative to guide decisions and roadmaps.
3
The product must support cross-product scalability as the business grows.
4
We should invest in experiences that drive adoption and reduce onboarding friction.
Vision Exploration + Design
Let’s prioritize scalability and cross-platform cohesion while maintaining our values.
Based on the insights, we defined a future state experience that simplifies workflows, increases product adoption, and scales with the business.
Unified Navigation Model
Rooted in our users’ Jobs to be Done, this new format would surface all major tasks into a single platform where they can:
Monitor: a single dashboard that would display statuses from all products
Protect: be guided through backing up data and setting up for success quickly
Recover: launch the wizard or run a DR test
Manage: access all clients, users, orgs, and reports more holistically
Workflow-Based Dashboards
Surfaced the right information at the right time, not buried behind feature menus.
Guided “Path to Value” Moments
Helped new users understand actions and outcomes quickly, likely improving onboarding and adoption.
Expandable Platform Architecture
Designed to accommodate future product offerings without rework.
Proposed New Vision
“Our vision is to equip MSPs with scalable, secure business continuity and disaster recovery solutions that protect client data and deliver lasting peace of mind.”
Outcomes + Impact
The result? Faster, more intuitive workflows within a single pane of glass.
We aligned cross-functional leaders around a unified product vision, enabling faster decision-making and roadmap prioritization. Defined scalable workflows and IA that set the foundation for future platform and design system evolution.
3-5 Year Plan
Aligned product, engineering, and leadership around direction
New Nav and Architecture
Rooted in our Jobs to Be Done, this new format would surface all major tasks into a single UI
Cross-team Clarity
Helped engineering estimate impact and feasibility earlier
Stakeholder Feedback
“This is a great start for unifying our products and definitely the direction we want to be going in!”
Product Manager
“Finally, a single pane of glass!”
VP of Product
“This gives us a clearer path forward and solves a lot of user pain points.”
UX Manager
Reflection
Design is a strategic tool, not just a reactive one. There is value in forward-thinking design and blue-sky thinking grounded in user insights. It’s challenging to bring multiple stakeholders into alignment around a shared vision and in the future I’d advocate for even earlier integration of engineering and marketing teams to ensure holistic buy-in from day one.
Strategic Design + Product Vision
SaaS Blue-Sky Vision Redesign
UX Designer | August 2024 - December 2024
The Problem
The product lacked a clear future vision and teams were executing features without alignment on where the product should go in the next 3–5 years. This created confusion, slowed decision-making, and weakened our competitive position.
→
No shared understanding of the long-term product direction across leadership, product, and engineering
→
Roadmap decisions were reactive instead of strategic
→
Competitors were advancing with stronger narrative and positioning
→
Teams struggled to articulate value to customers and internal stakeholders
Discovery + Team Alignment
We need to define what we’re building and why..
To move from feature execution to strategic vision, we aligned on user needs, business priorities, and long-term opportunity. This discovery work clarified what would create the most value, not just what we could build.
Goal Setting Workshop
Defined clear goals for the session, such as identifying pain points, aligning on product value, and setting the stage for a cohesive redesign that serves user needs and business objectives.
Stakeholder Interviews
Held in-depth discussions with the Sales team, Product team, and senior leadership to identify pain points, capture feedback on current workflows, and gather insights on frequently requested features.
Jobs to Be Done Framework
Conducted a thorough review of existing user research, surfacing past insights and identifying areas where previous research could guide our new approach, such as "Jobs to Be Done".
Problem Mapping
Reviewed user insights and feedback, to identify friction across core workflows and inform navigation.
Key Insights
1
Users need clear, streamlined workflows — not more features.
2
Stakeholders need a unified product narrative to guide decisions and roadmaps.
3
The product must support cross-product scalability as the business grows.
4
We should invest in experiences that drive adoption and reduce onboarding friction.
Vision Exploration + Design
Let’s prioritize scalability and cross-platform cohesion while maintaining our values.
Based on the insights, we defined a future state experience that simplifies workflows, increases product adoption, and scales with the business.
Unified Navigation Model
Rooted in our users’ Jobs to be Done, this new format would surface all major tasks into a single platform where they can:
Monitor: a single dashboard that would display statuses from all products
Protect: be guided through backing up data and setting up for success quickly
Recover: launch the wizard or run a DR test
Manage: access all clients, users, orgs, and reports more holistically
Workflow-Based Dashboards
Surfaced the right information at the right time, not buried behind feature menus.
Guided “Path to Value” Moments
Helped new users understand actions and outcomes quickly, likely improving onboarding and adoption.
Expandable Platform Architecture
Designed to accommodate future product offerings without rework.
Proposed New Vision
“Our vision is to equip MSPs with scalable, secure business continuity and disaster recovery solutions that protect client data and deliver lasting peace of mind.”
Outcomes + Impact
The result? Faster, more intuitive workflows within a single pane of glass.
We aligned cross-functional leaders around a unified product vision, enabling faster decision-making and roadmap prioritization. Defined scalable workflows and IA that set the foundation for future platform and design system evolution.
3-5 Year Plan
Aligned product, engineering, and leadership around direction
New Nav and Architecture
Rooted in our Jobs to Be Done, this new format would surface all major tasks into a single UI
Cross-team Clarity
Helped engineering estimate impact and feasibility earlier
Stakeholder Feedback
“This is a great start for unifying our products and definitely the direction we want to be going in!”
Product Manager
“Finally, a single pane of glass!”
VP of Product
“This gives us a clearer path forward and solves a lot of user pain points.”
UX Manager
Reflection
Design is a strategic tool, not just a reactive one. There is value in forward-thinking design and blue-sky thinking grounded in user insights. It’s challenging to bring multiple stakeholders into alignment around a shared vision and in the future I’d advocate for even earlier integration of engineering and marketing teams to ensure holistic buy-in from day one.
