Tradeoffs lead to Trust
1Password MSP Console
Problem
The roadmap was built for parity. The opportunity was adoption.
- Feature parity, not adoption, was driving the beta roadmap
- Design was in the room as production, not strategy
- Strong research on how MSPs decide to trust a vendor already existed, but the beta was moving too fast to fold it into planning, and MSPs don’t give second chances
What I did
Partnered with Product and Engineering to refocus the roadmap on adoption and trust, and set the team up with the right skills and room to grow.
- Ran a listening tour across PM, Engineering, Marketing, Design, and Research, then worked side by side with Product and Engineering to reshape the beta plan around a shared definition of adoption and trust
- Embedded Research and Content as decision partners from day one, not validators at the end
- Brought on a junior designer, ready to grow, to own production work, which freed the Senior Designer to move into strategic, research-informed work with my coaching
Outcome
Customers converted faster. Design earned a seat at the table.
- 32% of MSP trials entered payment in week one of GA, a rate the rest of the business takes two weeks to reach
- Design moved from production support to strategic partner
- Rework decreased, the team was solving the right problems the first time