B2B Enterprise PlatformProduct Led Growth0-1 Design Strategy & ExecutionCustomer Journey Redesign

Scaling VIDA's growth with a Self-Serve Identity Platform

Led the design strategy and execution of VIDA's self-serve identity platform, transforming a high-touch onboarding process into a scalable, product-led experience. The initiative directly supported VIDA's OKR to scale to 1,000+ customers without increasing operational overhead.

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Project Context

This project was launched to support a company-level OKR to scale to 1,000 customers without increasing operational overhead, requiring a fundamental redesign of the customer journey from a high-touch, sales-led model to a product-led, self-serve experience.

I joined as Product Design Lead and acting Product Manager, leading the design strategy and end-to-end experience while driving execution and cross-functional alignment.

The Problem

VIDA's growth was bottlenecked by a manual, sales-led onboarding and support model. Prospects were unable to independently explore or test products, while existing customers lacked visibility into performance, usage, billing, and issue diagnostics. As a result, internal teams became a dependency across every stage of the customer lifecycle.

This conflicted with the goal of scaling efficiently. Solving it required redesigning the end-to-end experience across pre-sales and post-sales, while meeting strict compliance, security, and enterprise requirements.

My Contribution

Analyzed the customer journey to identify key pain points and uncover improvement opportunities
Led end-to-end design strategy for the VIDA Digital Identity Platform, from discovery through delivery across multiple milestones
Designed and shipped core platform experiences including Performance Dashboard, Transaction Details, Billing & Usage, and the Ops Manager persona experience
For the first 12 months, served as Product Manager, shaping product vision, prioritization, and stakeholder alignment