Team first or software first?
- B2B
- Web app
- Lead designer
deeploi is a Berlin/Munich-based startup that offers “IT-as-a-service”. It combines AI SaaS automation with a service layer: software + a helpdesk team that handles day-to-day IT operations.
“Our operations is taking too long to onboard new IT owners, more than 4 weeks in many cases.”
Problem
When I mapped onboarding end to end with operations, product and engineering, one step stood out: creating software bundles. The real problem was a lack of guidance, and it was hurting conversion.
- Only 4% of IT owners finished setup within a day, and reaching first value took 5 weeks
- Billing only started once onboarding was done, so every week of delay was a week without revenue
- IT owners gave up and called operations, who built the bundles for them, so every new customer added manual work and we couldn’t take on more at a time
Who it's for
- IT Owner
- The main user. Manages IT at the customer’s company and sets up deeploi.
- Operations
- deeploi’s team that helps new customers get set up.
- Employee
- Gets IT service and support once their company is set up.
Key objectives
- Give operations the capacity to take on more customers without burning the team out.
- Get IT owners to a finished setup faster, measured by time to value and how many finish within a day and a week.
- Let IT owners build their own bundles, so operations stops doing it for them.
01Bundle selection
02Bundle confirmation
03Bundles overview
Key contributions
- I was the only designer, and I led the project. I recruited the participants and ran the research.
- I prototyped both setups in Lovable. Software first gave the IT owner control over each tool. Team first grouped the software by who uses it, and people reached a finished task sooner. We shipped team first.
- Three steps: choose the bundles, confirm them, then the overview. The AI suggestions took out decisions someone was making by hand.
- 5 → 2 weeks
- time to value
- 4% → 22%
- finished setup the same day
- 19% → 54%
- finished within a week
- 5% → 3%
- churn
Agreed with Product, three months after launch. Five weeks to two is the 60% on the homepage. The work ran about six months, Q3 to Q4 2025.
“She introduced AI-assisted workflows that increased our iteration speed without adding headcount and owned ambiguous, cross-functional work end to end.”
