B2B Data Platform Transformation

Problem

• Product functioned primarily as a static list creation tool, limiting long-term value
• Limited feature depth reduced repeat usage and engagement
• Experience did not align with modern data SaaS platforms

Approach

Led a multi-phase product transformation focused on repositioning the platform from a simple directory tool into a more robust data platform.

Key Product Decisions

Shift from “List Tool” to “Data Platform”

• Reframed the product to function more like modern data platforms (e.g., ZoomInfo-style experiences)
• Focused on making data more actionable and continuously valuable, not just exportable

Redesign for Modern SaaS UX Patterns

• Updated UI/UX to align with current data SaaS expectations
• Improved navigation, structure, and clarity of information
• Reduced friction in how users explore and interact with data

Increase Product Stickiness

• Designed experience to encourage repeat usage rather than one-time list generation
• Improved how users discover, refine, and return to data

Execution

• Defined product direction and phased rollout strategy
• Partnered with engineering to implement updates within existing architecture (Angular + SQL)
• Balanced feature expansion with usability improvements

Outcome

• Increased product stickiness and repeat engagement
• Repositioned product from a static tool into a continuously valuable data platform
• Strengthened positioning as a core product offering
• Aligned user experience with modern SaaS expectations