The Big b2b Pivot
B2B SaaS
Wall Display
Transport
My Role
Senior contract designer for Traffic Watcher product | Contract via product | Onsite | Auckland, New Zealand
My Impact
Salvaged customer relationship post MVP Established evangelists at each customer site
Gained 2nd customer
+2000% daily active users
Scroll to explore
The Big b2b Pivot
B2B SaaS
Wall Display
Transport
My Role
Senior contract designer for Traffic Watcher product | Contract via product | Onsite | Auckland, New Zealand
My Impact
+22% Conversion rate
+14% Attachment rate
+1.8% Average order amount
+$5.5m revenue
Scroll to explore
The Big b2b Pivot
B2B SaaS
Wall Display
Transport
My Role
Senior contract designer for Traffic Watcher product | Contract via product | Onsite | Auckland, New Zealand
My Impact
+22% Conversion rate
+14% Attachment rate
+1.8% Average order amount
+$5.5m revenue
Scroll to explore
The Situation
The Situation
The Situation
Waka Kotahi provides real-time 🧐 monitoring and 🚨incident response for the New Zealand transport network
Waka Kotahi provides real-time 🧐 monitoring and 🚨incident response for the New Zealand transport network
Waka Kotahi provides real-time 🧐 monitoring and 🚨incident response for the New Zealand transport network
KM's of roads
covered 24/7
unplanned
events per year
target MVP
customers
KM's of roads
covered 24/7
unplanned events
per year
target MVP
customers
KM's of roads
covered 24/7
unplanned events
per year
target MVP
customers
Using CCTV cameras and products such as our Traffic Watcher SaaS app to identify risks incident responses
Using CCTV cameras and products such as our Traffic Watcher SaaS app to identify risks incident responses
Using CCTV cameras and products such as our Traffic Watcher SaaS app to identify risks incident responses
The Target
The Target
The Target
The Conflict
The Conflict
The Conflict
😶🌫️
Principal pilot customer stopped responding
Principal pilot customer stopped responding
Principal pilot customer stopped responding
The Work I Did
The Work I Did
The Work I Did
Before attaining our next customer, I needed to understand why our main pilot customer stopped ⛓️💥 engaging.
Here is the journey that I undertook…
Before attaining our next customer, I needed to understand why our main pilot customer stopped ⛓️💥 engaging.
Here is the journey that I undertook…
Before attaining our next customer, I needed to understand why our main pilot customer stopped ⛓️💥 engaging.
Here is the journey that I undertook…
1
ways of working
Discussions with team to understand current processes
Onboarding sessions with stakeholders and roading industry experts
2
engagement
Create a customer re-engagement strategy
ISSUE
So many features in backlog from our team's ideas, not user driven
No user testing or customer feedback since v1.2!
3
site visit
Organises 2 urgent site visits to meet managers, and see how product is being used in context
Only 2 users were using the full app on their desktop
Mainly just view it on the wall screen
…and it was zoomed in by 1400%!
PIVOT!
Park the expensive, time consuming, feature rich, unnecessary application.
Build a wall view!
4
wall view
design a bespoke wall view that solves their actual immediate problems
User test prototype, record feature requests, and refine design
Build and test live in environment with users
5
the process
Remove all user stories in backlog that are not based on user problems
Map this new design led process and present to product team
6
return to the original app
Relationship salvaged and low hanging fruit 🍇 plucked,
I co-created co-created 4 features with users, that would make the main application 🌟 useful
Favourites ❤️
Custom 🛣️ Routes
Notification 📢 Settings
Holiday Routes ⛱️
7
final thoughts and learnings
If a feature 🎁 is not based
on a clear problem ☔️,
then it is not a ✨ solution,
so customers will not
buy your product 💸
1
ways of working
Discussions with team to understand current processes
Onboarding sessions with stakeholders and roading industry experts
2
engagement
Create a customer re-engagement strategy
ISSUE
So many features in backlog from our team's ideas, not user driven
No user testing or customer feedback since v1.2!
3
site visit
Organises 2 urgent site visits to meet managers, and see how product is being used in context
Only 2 users were using the full app on their desktop
Mainly just view it on the wall screen
…and it was zoomed in by 1400%!
PIVOT!
Park the expensive, time consuming, feature rich, unnecessary application.
Build a wall view!
4
wall view
design a bespoke wall view that solves their actual immediate problems
User test prototype, record feature requests, and refine design
Build and test live in environment with users
5
the process
Remove all user stories in backlog that are not based on user problems
Map this new design led process and present to product team
6
return to the original app
Relationship salvaged and low hanging fruit 🍇 plucked,
I co-created co-created 4 features with users, that would make the main application 🌟 useful
Favourites ❤️
Custom 🛣️ Routes
Notification 📢 Settings
Holiday Routes ⛱️
7
final thoughts and learnings
If a feature 🎁 is not based
on a clear problem ☔️,
then it is not a ✨ solution,
so customers will not
buy your product 💸
1
ways of working
Discussions with team to understand current processes
Onboarding sessions with stakeholders and roading industry experts
2
engagement
Create a customer re-engagement strategy
ISSUE
So many features in backlog from our team's ideas, not user driven
No user testing or customer feedback since v1.2!
3
site visit
Organises 2 urgent site visits to meet managers, and see how product is being used in context
Only 2 users were using the full app on their desktop
Mainly just view it on the wall screen
…and it was zoomed in by 1400%!
PIVOT!
Park the expensive, time consuming, feature rich, unnecessary application.
Build a wall view!
4
wall view
design a bespoke wall view that solves their actual immediate problems
User test prototype, record feature requests, and refine design
Build and test live in environment with users
5
the process
Remove all user stories in backlog that are not based on user problems
Map this new design led process and present to product team
6
return to the original app
Relationship salvaged and low hanging fruit 🍇 plucked,
I co-created co-created 4 features with users, that would make the main application 🌟 useful
Favourites ❤️
Custom 🛣️ Routes
Notification 📢 Settings
Holiday Routes ⛱️
7
final thoughts and learnings
If a feature 🎁 is not based
on a clear problem ☔️,
then it is not a ✨ solution,
so customers will not
buy your product 💸
1
ways of working
Discussions with team to understand current processes
Onboarding sessions with stakeholders and roading industry experts
2
engagement
Create a customer re-engagement strategy
ISSUE
So many features in backlog from our team's ideas, not user driven
No user testing or customer feedback since v1.2!
3
site visit
Organises 2 urgent site visits to meet managers, and see how product is being used in context
Only 2 users were using the full app on their desktop
Mainly just view it on the wall screen
…and it was zoomed in by 1400%!
PIVOT!
Park the expensive, time consuming, feature rich, unnecessary application.
Build a wall view!
4
wall view
design a bespoke wall view that solves their actual immediate problems
User test prototype, record feature requests, and refine design
Build and test live in environment with users
5
the process
Remove all user stories in backlog that are not based on user problems
Map this new design led process and present to product team
6
return to the original app
Relationship salvaged and low hanging fruit 🍇 plucked,
I co-created co-created 4 features with users, that would make the main application 🌟 useful
Favourites ❤️
Custom 🛣️ Routes
Notification 📢 Settings
Holiday Routes ⛱️
7
final thoughts and learnings
If a feature 🎁 is not based
on a clear problem ☔️,
then it is not a ✨ solution,
so customers will not
buy your product 💸
1
ways of working
Discussions with team to understand current processes
Onboarding sessions with stakeholders and roading industry experts
2
engagement
Create a customer re-engagement strategy
ISSUE
So many features in backlog from our team's ideas, not user driven
No user testing or customer feedback since v1.2!
3
site visit
Organises 2 urgent site visits to meet managers, and see how product is being used in context
Only 2 users were using the full app on their desktop
Mainly just view it on the wall screen
…and it was zoomed in by 1400%!
PIVOT!
Park the expensive, time consuming, feature rich, unnecessary application.
Build a wall view!
4
wall view
design a bespoke wall view that solves their actual immediate problems
User test prototype, record feature requests, and refine design
Build and test live in environment with users
5
the process
Remove all user stories in backlog that are not based on user problems
Map this new design led process and present to product team
6
return to the original app
Relationship salvaged and low hanging fruit 🍇 plucked,
I co-created co-created 4 features with users, that would make the main application 🌟 useful
Favourites ❤️
Custom 🛣️ Routes
Notification 📢 Settings
Holiday Routes ⛱️
7
final thoughts and learnings
If a feature 🎁 is not based
on a clear problem ☔️,
then it is not a ✨ solution,
so customers will not buy your product 💸
1
ways of working
Discussions with team to understand current processes
Onboarding sessions with stakeholders and roading industry experts
2
engagement
Create a customer re-engagement strategy
ISSUE
So many features in backlog from our team's ideas, not user driven
No user testing or customer feedback since v1.2!
3
site visit
Organises 2 urgent site visits to meet managers, and see how product is being used in context
Only 2 users were using the full app on their desktop
Mainly just view it on the wall screen
…and it was zoomed in by 1400%!
PIVOT!
Park the expensive, time consuming, feature rich, unnecessary application.
Build a wall view!
4
wall view
design a bespoke wall view that solves their actual immediate problems
User test prototype, record feature requests, and refine design
Build and test live in environment with users
5
the process
Remove all user stories in backlog that are not based on user problems
Map this new design led process and present to product team
6
return to the original app
Relationship salvaged and low hanging fruit 🍇 plucked,
I co-created co-created 4 features with users, that would make the main application 🌟 useful
Favourites ❤️
Custom 🛣️ Routes
Notification 📢 Settings
Holiday Routes ⛱️
7
final thoughts and learnings
If a feature 🎁 is not based
on a clear problem ☔️,
then it is not a ✨ solution,
so customers will not buy your product 💸
1
ways of working
Discussions with team to understand current processes
Onboarding sessions with stakeholders and roading industry experts
2
engagement
Create a customer re-engagement strategy
ISSUE
So many features in backlog from our team's ideas, not user driven
No user testing or customer feedback since v1.2!
3
site visit
Organises 2 urgent site visits to meet managers, and see how product is being used in context
Only 2 users were using the full app on their desktop
Mainly just view it on the wall screen
…and it was zoomed in by 1400%!
PIVOT!
Park the expensive, time consuming, feature rich, unnecessary application.
Build a wall view!
4
wall view
design a bespoke wall view that solves their actual immediate problems
User test prototype, record feature requests, and refine design
Build and test live in environment with users
5
the process
Remove all user stories in backlog that are not based on user problems
Map this new design led process and present to product team
6
return to the original app
Relationship salvaged and low hanging fruit 🍇 plucked,
I co-created co-created 4 features with users, that would make the main application 🌟 useful
Favourites ❤️
Custom 🛣️ Routes
Notification 📢 Settings
Holiday Routes ⛱️
7
final thoughts and learnings
If a feature 🎁 is not based
on a clear problem ☔️,
then it is not a ✨ solution,
so customers will not buy your product 💸
1
ways of working
Discussions with team to understand current processes
Onboarding sessions with stakeholders and roading industry experts
2
engagement
Create a customer re-engagement strategy
ISSUE
So many features in backlog from our team's ideas, not user driven
No user testing or customer feedback since v1.2!
3
site visit
Organises 2 urgent site visits to meet managers, and see how product is being used in context
Only 2 users were using the full app on their desktop
Mainly just view it on the wall screen
…and it was zoomed in by 1400%!
PIVOT!
Park the expensive, time consuming, feature rich, unnecessary application.
Build a wall view!
4
wall view
design a bespoke wall view that solves their actual immediate problems
User test prototype, record feature requests, and refine design
Build and test live in environment with users
5
the process
Remove all user stories in backlog that are not based on user problems
Map this new design led process and present to product team
6
return to the original app
Relationship salvaged and low hanging fruit 🍇 plucked,
I co-created co-created 4 features with users, that would make the main application 🌟 useful
Favourites ❤️
Custom 🛣️ Routes
Notification 📢 Settings
Holiday Routes ⛱️
7
final thoughts and learnings
If a feature 🎁 is not based
on a clear problem ☔️,
then it is not a ✨ solution,
so customers will not buy your product 💸
1
ways of working
Discussions with team to understand current processes
Onboarding sessions with stakeholders and roading industry experts
2
engagement
Create a customer re-engagement strategy
ISSUE
So many features in backlog from our team's ideas, not user driven
No user testing or customer feedback since v1.2!
3
site visit
Organises 2 urgent site visits to meet managers, and see how product is being used in context
Only 2 users were using the full app on their desktop
Mainly just view it on the wall screen
…and it was zoomed in by 1400%!
PIVOT!
Park the expensive, time consuming, feature rich, unnecessary application.
Build a wall view!
4
wall view
design a bespoke wall view that solves their actual immediate problems
User test prototype, record feature requests, and refine design
Build and test live in environment with users
5
the process
Remove all user stories in backlog that are not based on user problems
Map this new design led process and present to product team
6
return to the original app
Relationship salvaged and low hanging fruit 🍇 plucked,
I co-created co-created 4 features with users, that would make the main application 🌟 useful
Favourites ❤️
Custom 🛣️ Routes
Notification 📢 Settings
Holiday Routes ⛱️
7
final thoughts and learnings
If a feature 🎁 is not based
on a clear problem ☔️,
then it is not a ✨ solution,
so customers will not buy your product 💸
1
ways of working
Discussions with team to understand current processes
Onboarding sessions with stakeholders and roading industry experts
2
engagement
Create a customer re-engagement strategy
ISSUE
So many features in backlog from our team's ideas, not user driven
No user testing or customer feedback since v1.2!
3
site visit
Organises 2 urgent site visits to meet managers, and see how product is being used in context
Only 2 users were using the full app on their desktop
Mainly just view it on the wall screen
…and it was zoomed in by 1400%!
PIVOT!
Park the expensive, time consuming, feature rich, unnecessary application.
Build a wall view!
4
wall view
design a bespoke wall view that solves their actual immediate problems
User test prototype, record feature requests, and refine design
Build and test live in environment with users
5
the process
Remove all user stories in backlog that are not based on user problems
Map this new design led process and present to product team
6
return to the original app
Relationship salvaged and low hanging fruit 🍇 plucked,
I co-created co-created 4 features with users, that would make the main application 🌟 useful
Favourites ❤️
Custom 🛣️ Routes
Notification 📢 Settings
Holiday Routes ⛱️
7
final thoughts and learnings
If a feature 🎁 is not based
on a clear problem ☔️,
then it is not a ✨ solution,
so customers will not buy your product 💸
1
ways of working
Discussions with team to understand current processes
Onboarding sessions with stakeholders and roading industry experts
2
engagement
Create a customer re-engagement strategy
ISSUE
So many features in backlog from our team's ideas, not user driven
No user testing or customer feedback since v1.2!
3
site visit
Organises 2 urgent site visits to meet managers, and see how product is being used in context
Only 2 users were using the full app on their desktop
Mainly just view it on the wall screen
…and it was zoomed in by 1400%!
PIVOT!
Park the expensive, time consuming, feature rich, unnecessary application.
Build a wall view!
4
wall view
design a bespoke wall view that solves their actual immediate problems
User test prototype, record feature requests, and refine design
Build and test live in environment with users
5
the process
Remove all user stories in backlog that are not based on user problems
Map this new design led process and present to product team
6
return to the original app
Relationship salvaged and low hanging fruit 🍇 plucked,
I co-created co-created 4 features with users, that would make the main application 🌟 useful
Favourites ❤️
Custom 🛣️ Routes
Notification 📢 Settings
Holiday Routes ⛱️
7
final thoughts and learnings
If a feature 🎁 is not based
on a clear problem ☔️,
then it is not a ✨ solution,
so customers will not buy your product 💸
1
ways of working
Discussions with team to understand current processes
Onboarding sessions with stakeholders and roading industry experts
2
engagement
Create a customer re-engagement strategy
ISSUE
So many features in backlog from our team's ideas, not user driven
No user testing or customer feedback since v1.2!
3
site visit
Organises 2 urgent site visits to meet managers, and see how product is being used in context
Only 2 users were using the full app on their desktop
Mainly just view it on the wall screen
…and it was zoomed in by 1400%!
PIVOT!
Park the expensive, time consuming, feature rich, unnecessary application.
Build a wall view!
4
wall view
design a bespoke wall view that solves their actual immediate problems
User test prototype, record feature requests, and refine design
Build and test live in environment with users
5
the process
Remove all user stories in backlog that are not based on user problems
Map this new design led process and present to product team
6
return to the original app
Relationship salvaged and low hanging fruit 🍇 plucked,
I co-created co-created 4 features with users, that would make the main application 🌟 useful
Favourites ❤️
Custom 🛣️ Routes
Notification 📢 Settings
Holiday Routes ⛱️
7
final thoughts and learnings
If a feature 🎁 is not based
on a clear problem ☔️,
then it is not a ✨ solution,
so customers will not buy your product 💸
1
ways of working
Discussions with team to understand current processes
Onboarding sessions with stakeholders and roading industry experts
2
engagement
Create a customer re-engagement strategy
ISSUE
So many features in backlog from our team's ideas, not user driven
No user testing or customer feedback since v1.2!
3
site visit
Organises 2 urgent site visits to meet managers, and see how product is being used in context
Only 2 users were using the full app on their desktop
Mainly just view it on the wall screen
…and it was zoomed in by 1400%!
PIVOT!
Park the expensive, time consuming, feature rich, unnecessary application.
Build a wall view!
4
wall view
design a bespoke wall view that solves their actual immediate problems
User test prototype, record feature requests, and refine design
Build and test live in environment with users
5
the process
Remove all user stories in backlog that are not based on user problems
Map this new design led process and present to product team
6
return to the original app
Relationship salvaged and low hanging fruit 🍇 plucked,
I co-created co-created 4 features with users, that would make the main application 🌟 useful
Favourites ❤️
Custom 🛣️ Routes
Notification 📢 Settings
Holiday Routes ⛱️
7
final thoughts and learnings
If a feature 🎁 is not based
on a clear problem ☔️,
then it is not a ✨ solution,
so customers will not buy your product 💸
1
ways of working
Discussions with team to understand current processes
Onboarding sessions with stakeholders and roading industry experts
2
engagement
Create a customer re-engagement strategy
ISSUE
So many features in backlog from our team's ideas, not user driven
No user testing or customer feedback since v1.2!
3
site visit
Organises 2 urgent site visits to meet managers, and see how product is being used in context
Only 2 users were using the full app on their desktop
Mainly just view it on the wall screen
…and it was zoomed in by 1400%!
PIVOT!
Park the expensive, time consuming, feature rich, unnecessary application.
Build a wall view!
4
wall view
design a bespoke wall view that solves their actual immediate problems
User test prototype, record feature requests, and refine design
Build and test live in environment with users
5
the process
Remove all user stories in backlog that are not based on user problems
Map this new design led process and present to product team
6
return to the original app
Relationship salvaged and low hanging fruit 🍇 plucked,
I co-created co-created 4 features with users, that would make the main application 🌟 useful
Favourites ❤️
Custom 🛣️ Routes
Notification 📢 Settings
Holiday Routes ⛱️
7
final thoughts and learnings
If a feature 🎁 is not based
on a clear problem ☔️,
then it is not a ✨ solution,
so customers will not buy your product 💸
1
ways of working
Discussions with team to understand current processes
Onboarding sessions with stakeholders and roading industry experts
2
engagement
Create a customer re-engagement strategy
ISSUE
So many features in backlog from our team's ideas, not user driven
No user testing or customer feedback since v1.2!
3
site visit
Organises 2 urgent site visits to meet managers, and see how product is being used in context
Only 2 users were using the full app on their desktop
Mainly just view it on the wall screen
…and it was zoomed in by 1400%!
PIVOT!
Park the expensive, time consuming, feature rich, unnecessary application.
Build a wall view!
4
wall view
design a bespoke wall view that solves their actual immediate problems
User test prototype, record feature requests, and refine design
Build and test live in environment with users
5
the process
Remove all user stories in backlog that are not based on user problems
Map this new design led process and present to product team
6
return to the original app
Relationship salvaged and low hanging fruit 🍇 plucked,
I co-created co-created 4 features with users, that would make the main application 🌟 useful
Favourites ❤️
Custom 🛣️ Routes
Notification 📢 Settings
Holiday Routes ⛱️
7
final thoughts and learnings
If a feature 🎁 is not based
on a clear problem ☔️,
then it is not a ✨ solution,
so customers will not buy your product 💸
1
ways of working
Discussions with team to understand current processes
Onboarding sessions with stakeholders and roading industry experts
2
engagement
Create a customer re-engagement strategy
ISSUE
So many features in backlog from our team's ideas, not user driven
No user testing or customer feedback since v1.2!
3
site visit
Organises 2 urgent site visits to meet managers, and see how product is being used in context
Only 2 users were using the full app on their desktop
Mainly just view it on the wall screen
…and it was zoomed in by 1400%!
PIVOT!
Park the expensive, time consuming, feature rich, unnecessary application.
Build a wall view!
4
wall view
design a bespoke wall view that solves their actual immediate problems
User test prototype, record feature requests, and refine design
Build and test live in environment with users
5
the process
Remove all user stories in backlog that are not based on user problems
Map this new design led process and present to product team
6
return to the original app
Relationship salvaged and low hanging fruit 🍇 plucked,
I co-created co-created 4 features with users, that would make the main application 🌟 useful
Favourites ❤️
Custom 🛣️ Routes
Notification 📢 Settings
Holiday Routes ⛱️
7
final thoughts and learnings
If a feature 🎁 is not based
on a clear problem ☔️,
then it is not a ✨ solution,
so customers will not buy your product 💸
The Result
The Result
The Result
resounding positive feedback from users and managers
resounding positive feedback from users and managers
resounding positive feedback from users and managers
Complete u-turn in customer engagement
Complete u-turn in customer engagement
Complete u-turn in customer engagement
🎯 Attain second customer
✅
🎯 Attain second customer
✅
🎯 Attain second customer
✅
average active sessions per day
average active sessions per day
average active sessions per day
Get in touch
Let me know if you would like to have a chat
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Let me know if you would like to have a chat
Get in touch
Let me know if you would like to have a chat