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Fractional Product Studio · Brooklyn / Lisbon

180+ B2B SaaS engagements, indexed by the bottleneck you came here to fix — not the deck we wanted to ship.

Two senior product practitioners working at a whiteboard in the Brooklyn studio
The Brooklyn studio, a Tuesday in March. Every engagement starts here.

What follows is the working record — onboarding teardowns, pricing overhauls, activation rewrites, PLG motions, AI-native UX — sorted the way a Series B founder actually shops: by the conversion number that isn't moving. Read three, find your precedent, book a diagnostic.

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The Index

Five categories. Pick the bottleneck.

Engagements are filed by the metric the founder called us about, not by industry vertical. Tap a tile to see which 90-day sprints shipped against it.

01 / 184 Onboarding First-run experiences that don't lose 70% of signups at step three. 42 engagements · median lift in day-7 activation: +28% 02 / 184 Pricing & Packaging Tier architecture, usage-metered plans, and the awkward middle. 38 engagements 03 / 184 Activation The moment a trial user becomes a paying account — rebuilt. 51 engagements · avg +41% trial-to-paid 04 / 184 PLG Motion Self-serve funnels, invite loops, and seat-based virality. 29 engagements 05 / 184 AI-Native & Web3 UX Trust surfaces, prompt affordances, wallet flows that don't confuse buyers. 24 engagements · shipped 2023–2026

What the portfolio says in aggregate

Numbers the index inherits, before you read a single case.

+41% Average lift in trial-to-paid conversion across 180+ SaaS engagements since 2019.
180+ B2B SaaS engagements completed between 2019 and 2026 — exclusively B2B SaaS.
97% Of clients ship at least two major product changes within the first 60 days of the sprint.

Three engagements, in depth

The case studies the rest of the portfolio is measured against.

Each is a 90-day sprint led personally by Nicola Asquith or Blair Henrikson, with two shipped artifacts guaranteed in the SOW. Names of mid-stage clients kept anonymized where requested; the work is fully disclosed.

Redesigned HR analytics dashboard with expansion revenue cohorts

Activation · Expansion Revenue

Lumen HR — 3.2× expansion revenue in 12 weeks.

A Series B workforce analytics platform with strong top-of-funnel and a leaking mid-trial. Nicola led the activation rebuild; Blair led the pricing & packaging work that surfaced the seat-based expansion lever. Trial-to-paid moved from 11% to 19%. Net revenue retention hit 138% two quarters after ship.

Sprint
90 days, Jan–Apr 2024
Team
Nicola Asquith (PM) · Blair Henrikson (Design) · 1 growth strategist
Artifacts shipped
Redesigned activation flow · new pricing tier · in-product expansion prompts · 14-message onboarding sequence
Outcome
3.2× expansion revenue · +8 pts trial-to-paid · NRR 138%
Read the full Lumen teardown

Onboarding · PLG

A Series A dev-tools company rebuilding first-run for a 22% activation lift.

The founder's signups were strong, but the drop between "create workspace" and "first deploy" was 71%. Blair ran a two-week research sprint with 22 buyers from our in-house panel, then rebuilt the first-run as a guided 3-step deploy with a working artifact at the end.

Day-7 activation +22%. Time-to-first-deploy cut from 41 to 9 minutes.

Pricing & Packaging

A Series C data platform collapsing six SKUs into three — and raising ARPU 19%.

Six pricing tiers, three of which 4% of customers chose. Nicola led the discovery; Blair designed the new architecture around usage meters the sales team could actually explain. ARPU moved from $1,140 to $1,357 by month four. Churn on the legacy "Pro" plan dropped to under 2%.

ARPU +19%. Six tiers → three. Self-serve conversion +14 pts.

Another 177 engagements sit behind the index tiles above. Founders with an active Series A–C raise or a board-mandated conversion target get the full library on the diagnostic call.

How to read this page

Every case study here is a 90-day sprint led by name — not handed to a junior.

Nicola Asquith and Blair Henrikson personally lead every engagement. There is no producer layer between you and the people whose names are on the SOW. The case studies above were no exception: each names the lead, the artifact delivered, and what changed in the customer's funnel 60–120 days after the sprint shipped.

Two things to know before you pattern-match. First, every engagement carries a written guarantee: two shipped artifacts in 14 days or the first month is on us. That clause has been invoked once, in 2021. Second, the work is fractional and deliberately small — we embed a trio (PM, designer, growth strategist) for 90 days and then leave. If you want a long-term embedded product team, that's a different studio.

If your bottleneck is on this page, book a diagnostic. We'll spend 30 minutes on the conversion number that isn't moving and tell you whether a 90-day sprint is the right next step — or whether the answer is something a single hire would solve cheaper.

— Nicola Asquith & Blair Henrikson, co-founders

Third-party validation

Curated by editors, not self-published.

  • ProductLed Alliance Named "Top Fractional Product Studio 2024" — Top 50 list.
  • Lenny's Newsletter Featured 2024 — "What a senior product trio looks like in practice."
  • Product Talk · Teresa Torres Guest breakdown of the activation-over-acquisition playbook.
  • The Hustle Featured 2023 on the rise of fractional product studios.
  • SaaStr Annual Speaking appearances 2022, 2023, 2024.
  • ProductCon NYC Stage appearance 2024.

Net Promoter Score of 74 across all engagements in 2024 — measured by an independent third party, not us.

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