How design led shift from sales-led to self-serve, across onboarding, expansion, AI, and communications.
Company
AppsFlyer
Role
Director of Product Design
Team
20+ designers · 4 business units
Platform
B2B SaaS AdTech
30%
Drop in support volume
AI platform
20%
Lift in activation
In-product onboarding
~45
Expansion opportunities opened
Upsell system
46%
Products adopted the framework
Notifications center
Background
As Design Director for AppsFlyer's Growth group, I led design through the company's shift from sales-led to product-led growth. The product itself needed to do what salespeople and support teams had always done: build trust, prove value fast, and guide users toward expansion.
I took ownership of the surfaces where that shift would succeed or fail: onboarding, upsell, AI, and notifications. These weren't isolated features — they were the connective tissue of a new go-to-market motion.
This work demonstrates how thoughtful UX drives measurable business growth and revenue outcomes in B2B SaaS, and what it looks like when design operates as a strategic growth function, not just a delivery team. The four case studies that follow show how design became the lever for that transformation.
