Clarity and direction in a growing organization
In collaboration with Documizers, we brought focus and coherence to both the organization and the product landscape.
Strategy
Research
UX
B2B
Enterprise SaaS
Co-creation & facilitation
Challenge
Rapid growth introduced multiple perspectives on target audience, priorities and product direction. As a result, making clear and consistent choices across product and roadmap became increasingly difficult.
Approach
We worked together with the Documizers team to clarify positioning, target audience and the implications of those choices. These decisions were translated into a clear product direction and supporting design, providing a shared frame of reference for further development.
Activities
Vision and alignment workshops, Ideal Customer Profile workshop, stakeholder interviews, user interviews, user surveys, Jobs To Be Done mapping, product analysis, technical landscape analysis, strategic scenarios, concept design, usability testing, Design System
Summary
Documizers is a growing SaaS platform that supports organizations in structuring and automating document-driven processes. As customers, functionality and scope expanded, internal complexity increased across both product and organization.
By establishing clarity early on, we helped create a more coherent foundation. This SaaS product strategy case shows how alignment across teams created lasting direction. Vision, audience and priorities were made explicit and translated into concrete product direction and design. This aligned strategy and execution and reduced uncertainty for teams moving forward.
Our approach
Organizational and contextual alignment
The initial request focused on a design update and a move toward web. Early on, it became clear that the underlying challenge was broader, centering on focus, positioning and internal alignment. We therefore started with a series of workshops to understand the organization, internal friction, customer needs and shared ambition.
Product baseline
We analyzed the existing platform and technical setup as a baseline. This revealed where complexity accumulated and where friction originated.
User perspective
Through interviews, we explored where users experienced friction and where the product already worked well. These insights were used to validate assumptions and enrich the product analysis.
Making direction explicit
All insights were consolidated into several concrete directions. Rather than abstract recommendations, we defined tangible scenarios with clear trade-offs, making decision-making more explicit and grounded.
Early validation
For the selected direction, a new concept was developed and tested. Usability testing was used to confirm the direction, not as a final checkpoint.
Hakim played an important role in transforming our most complex product from a desktop application into a modern SaaS platform. His curiosity and sharp questions continuously pushed us to critically examine functionality and product decisions. We were particularly impressed by his structured approach, not blindly redesigning, but first establishing a shared product vision and a clear Ideal Customer Profile as a solid foundation. He moves effortlessly between management, developers and customers, translating strategy into concrete screens and practical solutions.
Paul van der Koore | Product Manager
Documizers
Involved members
Hakim
Lead Designer
Enterprise SDS
Dev Partner
