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Cases

Context → question → method → decision

The cases below are anonymised examples of structure. Real projects are published only with the client's written consent.

B2B SaaSexample

The new plan was built around predictability, not a discount

Context: The team was preparing a cheap plan to retain leaving customers
Question: What customers will pay for when price isn't the point
Method: 14 in-depth interviews with finance directors
Decision: Instead of a discount — a fixed invoice and limits

The plan was reworked before release

Churn was blamed on delivery — the cause was returns

Context: Repeat purchases had been falling for two quarters
Question: At which moment of the experience customers decide not to come back
Method: Voice of Customer: 18 interviews and a review of support tickets
Decision: The returns process and its communication were rebuilt

Roadmap priorities changed

Positioning narrowed to one role — and deals moved faster

Context: The product was sold to four audiences at once
Question: Who actually initiates the purchase
Method: 12 B2B interviews with people involved in the deals
Decision: The website and pitch were rewritten for the COO

A shorter sales cycle

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