SaaS Product Development Case Study: Dlidebook
First, let the background settle in: I want the audience to feel a calm, modern canvas with a faint gradient and dot grid hinting at structure and scalability.
Next, I introduce the case study title clearly: SaaS Product Development Case Study. This is the hero moment—clean, confident, and centered.
I then add the subtitle: From discovery to scalable MVP, setting the narrative arc from research to launch and growth readiness.
Finally, I reveal the quick meta: Product is Dlidebook, my role was Product and Frontend Lead, and the year is 2025. This anchors the work in a specific context.
I will note the minimal accent mark above—the small circle and line with a soft glow—meant to signal precision without clutter.
I’ll set expectations: in the next slides we will walk through discovery insights, system architecture choices, the MVP scope, and the measurable outcomes.
Read more about slide →Project Overview and Key Metrics
Start with the one-sentence value prop: we are a collaborative customer insights hub that converts support and product feedback into prioritized roadmaps in real time.
Clarify who this is for: product managers, CX leaders, and growth teams at SaaS companies.
Show where it lives: web-first with native iOS and Android apps for on-the-go triage and reviews.
Explain how we make money: SaaS, seat-based pricing with monthly and annual plans.
Move to the right side and set expectations: a 12-week MVP timeline to validate core workflows.
Highlight traction goal: targeting a +38% activation lift by simplifying onboarding and using in-product prompts.
Close with quality signal: aiming for an NPS of 42 at MVP by tightening feedback loops and shipping weekly improvements.
Read more about slide →My Role & Team: Product Leadership and Collaboration
Title: My Role & Team. I’ll first position my role and how I anchor the squad’s work.
Role: I act as Product Lead and PM. I connect discovery to delivery so we ship increments that move our OKRs. I’m accountable for outcomes, clarity, and cadence.
Responsibilities: Four pillars — discovery and opportunity mapping, outcome-based roadmap and prioritization, UX oversight through design reviews, and delivery orchestration with a steady release train.
Engagement: Timeframe May to December 2025. Hybrid model — on-site collaboration plus strong async docs. We run a weekly release train, OKR-driven.
Tools: We use Figma for design collaboration, Jira for flow from discovery to delivery, and GitHub for code and reviews.
Team: Here are the core partners — Design, Frontend, Backend, Data, and QA. This is the day-to-day collaboration surface.
Ways of working: Weekly design crits and UX reviews, daily PRs and code reviews, a Jira workflow that mirrors our product flow, and instrumentation so we can read impact from dashboards.
Timeline: Our phases are Discover, Define, Build, Launch, and Iterate. We are currently in Build; you can hover to see phase emphasis. The point is to make the path explicit so everyone knows where we are and what quality means at each step.
Close: This setup keeps us aligned on outcomes, moves quickly, and remains measurable end to end.
Read more about slide →Problem Statement and Goals for Mobile Checkout Redesign
Start by reading the quote aloud to anchor the audience in the user’s emotional goal: fast, transparent payment.
Then state the problem succinctly: mobile checkout is slow and unclear, causing abandonment and lost revenue.
Next, move to Business Goals and explain how success will be measured: higher mobile conversion, faster checkout, fewer support tickets.
Follow with User Goals, emphasizing speed, clarity, choice, and security as the primary experience outcomes.
Close by acknowledging constraints so expectations are grounded: limited budget, a 6‑week timeline, and PCI compliance requirements.
Read more about slide →Process Overview: A Four-Stage Design Approach
Set the frame: This is our end-to-end approach, a simple four-stage loop from discovery to delivery.
First, Discover: we get close to users with interviews and field notes to understand the real context and pains.
Next, Define: we synthesize with JTBD, clearly frame the problem, and prioritize what truly matters.
Then, Design: we map flows and wireframes, validating quickly through feedback to reduce risk early.
Finally, Deliver: we ship in increments, watch the metrics, and iterate to lock in outcomes.
Call out the horizontal flow: each step lights up as we advance, reinforcing momentum from left to right.
Read more about slide →Target User Personas: Understanding Our Core Audience
We are centering the product around three primary personas.
First, Maya Chen, a Product Manager. She orchestrates cross-team delivery and needs clear status, lightweight dashboards, and fast risk escalation. She works across desktop and mobile with tools like Jira, Slack, and Sheets. Our takeaway: make status and risk signals glanceable and shareable.
Second, Leo Patel, a Frontend Engineer. He ships UI features and cares about developer experience and performance. He needs crisp specs, component reuse, and tight feedback loops. He mostly uses desktop with occasional mobile checks, and tools like VS Code, GitHub, and Figma. Our takeaway: invest in reusable components, design tokens, and fast preview environments.
Third, Ava Romero, a Customer Success Lead. She guides onboarding and channels the customer voice. She needs a unified account view, timely alerts, and exportable reports. She lives on laptop and phone, using Salesforce, Email, and Slack. Our takeaway: prioritize unified account context, alerts routed to Slack, and frictionless exports.
Together, these personas steer our priorities: clarity of status, componentized delivery, and customer context at a glance across desktop and mobile.
Read more about slide →Product Roadmap Visualization: From MVP to Post-Launch
Set the frame: this is a pragmatic path from MVP to post‑launch, with a clean timeline and continuous feedback and QA alongside.
Step 1 — MVP: highlight the first milestone dot and read the tags: Core auth, Primary flow, Analytics stub. Emphasize a thin slice with instrumentation.
Step 2 — Beta: next dot pops; note Invites, In‑app feedback, Perf pass. Stress we open the loop with real users while hardening performance.
Step 3 — v1.0: third dot; call out Payments, RBAC, Docs site. This is the commercial readiness line: access control, billing, documentation.
Step 4 — v1.1+: final dot; A/B tests, Public API, Dash widgets. This is our iteration lane after launch, guided by data and partner needs.
Close by pointing to the slim swimlanes: Feedback loop and QA run through every phase, not just at the end. The progress line illustrates growth as we advance milestone by milestone.
Read more about slide →Visualizing Information Architecture for Enhanced User Experience
First, I want you to see this as a map. Information architecture is the skeleton that holds the app together.
We start at the top with the App — a unified shell that carries navigation and shared context across screens.
Next, the four primary sections appear: Dashboard, Projects, Billing, and Settings. These are the main entry points your users recognize.
Notice the thin lines: a single trunk from the App, then a horizontal rail that fans into each section. Straight, minimal, and predictable.
Now we reveal the second level. Each section branches into 1–2 core tasks: quick stats and reports for Dashboard; list and detail for Projects; plans and invoices for Billing; profile and security for Settings.
The faint grid behind everything reinforces alignment. Boxes are concise, icons communicate category at a glance, and tooltips add just-in-time detail on hover.
The key message: a clear hierarchy reduces cognitive load and makes navigation obvious. Users can predict where things live and move faster with confidence.
Read more about slide →UX Onboarding Flow: Key Steps to First Value
Title: This is the onboarding flow optimized for the fastest path to first value.
Step 1 — Sign up: We capture essentials and create the session. The success criterion is a live account with an active session.
Step 2 — Verify: Confirm identity via email OTP or SSO. The goal is a verified identity, not just a code entered.
Step 3 — Set org: Capture organization name and role in one pass. Success is having org context so permissions and defaults are correct.
Step 4 — First project: Create a project and land users in the dashboard. Success is a created project with a clear next step visible.
Edge cases: SSO can bypass Verify; invite-only flows start at org context; if OTP fails, fall back to magic link so the user never dead-ends.
Narrative: As I advance, each step illuminates and its micro-UI appears to keep focus on the one thing that unlocks the next. The thin line shows the path; the captions define what "done" means.
Read more about slide →Streamlined Project Setup and Publishing Workflow
First, introduce the goal: show the core value-creation flow from zero to published.
Then reveal Step 1: Create Project. Emphasize the micro callout: use a short, clear name to anchor context.
Next, bring in Step 2: Add Sources. Point out the empty state with a sample dataset to remove the fear of a blank screen.
Move to Step 3: Configure Rules. Highlight inline validation preventing invalid saves, reducing rework.
Reveal Step 4: Review & Publish. Stress that critical errors block publishing to protect quality.
Finally, show the branch decision. Explain Manual setup is guided and fast for small projects, while Import config supports power users with a safe dry-run and checksum to prevent accidental overwrites.
Close by tying the branch back to Step 2: either path feeds into the same publish-ready review, keeping the flow cohesive.
Read more about slide →Dashboard Design Breakdown: Focus, Clarity, and Action
Introduce the hero: this is the Dashboard, our product’s daily home base. Point out the clean browser chrome and lifted card to frame it as the key screen.
Reveal the first callout: highlight the insights area. Explain that the greyscale UI puts the focus on the data, while the single indigo accent flags noteworthy changes.
Advance to the second callout: draw attention to the primary CTA, Create report. Emphasize that the layout gives a single, confident action without clutter.
Advance to the third callout: show Recent activity on the right. Describe how it keeps context live so teams see what changed moments ago.
Close by reinforcing the design choices: greyscale for calm, one accent for guidance, and a simple structure that shortens time to insight.
Read more about slide →Design System Overview
First, frame the purpose: this is our design system as a product. It reduces decision fatigue and speeds up delivery while keeping quality high.
Move to the Tokens tile: point out the type scale with a simple body specimen, the accent blue, neutrals, and semantic chips. Hover over spacing to reveal 8, 16, 24, 32 — these are the primitives everything is built on.
Next, components: show the button variants, inputs, and a compact card. Emphasize that these are composable, accessible by default, and driven by tokens.
Then, states: highlight hover as discoverability, focus for accessibility, and error for clarity. Note that these are consistent across components.
Finally, the light/dark preview: the same components adapt seamlessly. The tokens drive contrast, surfaces, and elevation so themes stay consistent.
Close with the idea: foundations first, then components, then states, then themes — one system, many expressions.
Read more about slide →Tech Stack & Architecture Overview
Start by setting the scene: this is our high-level tech stack and how pieces fit together.
Walk the left column from top to bottom as badges fade in: Frontend is React with TypeScript, built with Vite and styled with Tailwind.
Next, the Backend: Node.js with NestJS exposing a clean REST API.
Database layer: PostgreSQL with Prisma for type-safe data access.
Auth choices: OAuth2 and JWT, with Auth0 as the identity provider.
Analytics via PostHog for product telemetry.
CI/CD: GitHub Actions builds and tests; images via Docker; deploys run on Fly.io.
Shift to the right diagram as tiers slide in: Client at the top, API in the middle, Database at the bottom, separated with thin lines to keep it simple.
Point out the Integrations column: Stripe for payments and SendGrid for email, connected minimally to the API tier. Emphasize that external services hang off the API, keeping the client thin and the database isolated.
Close by reinforcing the flow: Client → API → Database, with integrations decoupled and accessed through the API.
Read more about slide →Business Outcomes & Key Performance Indicators (KPIs)
Title the slide: Outcomes & Metrics. Set the expectation: we will show impact and proof across four core KPIs.
First row: Activation increased from 28% to 62%. Emphasize the green improvement and the upward trend line.
Then Time-to-Value: reduced from 14 days to 3 days. Highlight that the down arrow is good here — faster value realization.
Second row: Retention improved from 68% to 82% at 90 days — more users stay engaged.
Support tickets per 1k dropped from 210 to 94 — less friction and better product quality.
Close with the testimonial: read the quote to reinforce the metrics with a human voice and credibility.
Read more about slide →Project Learnings, Next Steps, and Call to Action
Start by framing the slide: we just shipped an iteration, and this is what we learned plus what we will do next.
Move to the left column. First, call out what worked: design tokens brought consistency and made handoff easier. Then mention that clear component boundaries helped reuse and faster reviews.
Acknowledge what did not work as well: we over-scoped the MVP, which slowed down getting user feedback.
Share a surprise: mobile led most trials, and small interactions on mobile improved completion rates. Keep the tone honest and specific.
Shift to the right column with the roadmap. For Q1, commit to finalizing the design system v1 and documentation, and delivering a guided onboarding revamp. For Q2, focus on a performance pass targeting Core Web Vitals and run an accessibility audit aligned to WCAG 2.2.
Close with the CTA. Invite the audience to get in touch during the session or right after. Signal openness to questions and collaboration.
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