Nicola Asquith
Founder · Product strategy lead
Ex-Stripe PM, shipping SMB billing and pricing surfaces used by 800,000 merchants. At NickyBlue she owns the diagnostic brief, the pricing and ICP work, and the founder-side comms for every engagement.
Fractional Product Studio · Brooklyn / Lisbon
A senior product trio embedded with your SaaS team for 90 days — shipping onboarding, pricing, and activation that actually convert.
A 30-minute diagnostic surfaces the two activation levers most likely to move your trial-to-paid in the next quarter — no slide decks, no follow-up sequences.
Written into every Statement of Work
- 41% Average lift in trial-to-paid conversion across 180+ SaaS engagements since 2019.
- 2 in 14d Shipped artifacts in the first 14 days, or your first month is free.
- NPS 74 Across every engagement closed in 2024.
Engagement · Lumen HR
A 3.2× expansion-revenue lift, shipped in a 12-week activation redesign.
Lumen HR came to NickyBlue in Q1 of 2024 with a 9% trial-to-paid rate and a seat-based pricing page that new buyers bounced from in under 40 seconds. We embedded with their product and growth leads on day three and left on day 84 with a rebuilt activation flow, a usage-based pricing tier, and a saved-seats expansion prompt that now fires on day 11 of the trial.
- Engagement
- 12-week activation redesign sprint
- Outcome
- 3.2× expansion revenue inside one quarter
- Artifacts shipped
- Pricing page, onboarding sequence, expansion prompt, sales handoff doc
- Engagement value
- $94,000 over 90 days
The 90-day sprint
Five chapters. Two artifacts in the first fourteen days.
No open-ended discovery phase, no junior account team — every sprint follows the same cadence so your founders and your board know what's shipping, and when.
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01
Diagnose
Days 1–14. A behavioral audit of your activation funnel against our 600-teardown library, plus a written brief on the two highest-leverage bets. Guarantee: two shipped artifacts by day 14.
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02
Position
Days 15–30. Pricing page, ICP cut, and competitive teardown — tested against our 14,000-buyer research panel before a single line of code is written.
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03
Design
Days 31–60. Onboarding, empty states, and pricing UI — produced in Figma by Blair's team, reviewed weekly with your design lead.
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04
Ship
Days 61–75. Your engineers pair with ours on the rollout. We sit in your standup until the new flow is behind a feature flag in production.
The teardown library
600+ B2B SaaS activation flows, on file.
Every engagement adds to a curated library of competitive teardowns we use to de-risk positioning bets. Six recent entries — request the full set on the diagnostic call.
Request the full 600-teardown library on the diagnostic call
The two named leads
No juniors. No hand-offs.
Every NickyBlue engagement is personally led by one of the two founders. Day-one email goes to your CEO; day-ninety postmortem goes to your board.
Blair Henrikson
Founder · Design lead
Ex-Intercom Design Lead, where he shipped the onboarding and activation surfaces behind Fin and the Messenger launch. At NickyBlue he owns the design output, the behavioral research review, and the in-engineer-pairing on rollout day.
The diagnostic
A 30-minute call. Two activation levers, in writing, by Friday.
Bring your funnel. Nicola or Blair will surface the two changes most likely to move trial-to-paid in the next quarter — no slide deck, no follow-up sequence unless you ask for one.
Book a Free Diagnostic
Or email [email protected] · +1 (646) 555-0118