Rebuilding two e-commerce SaaS products for 10,000+ sellers.
eDesk and Repricer both needed a complete overhaul. I came in as Head of Product to rebuild the platforms, introduce proper product practice, and lead the team through it.
“Colin has all the skills you would want in a product leader, smart, creative, pragmatic, with a solid understanding of technology and a flair for design.”
Two products in need of a complete overhaul, and an organisation without the structure to deliver one.
eDesk's helpdesk platform and its sister product Repricer both had significant usability problems: unintuitive interfaces, poor visual hierarchy, and workflows that slowed down the 10,000+ sellers relying on them daily. Beyond the product itself, the organisation lacked structured prioritisation, cross-functional alignment, and any data-driven approach to deciding what to build next.
Rebuild both products from a detailed audit, and put the operating model in place to sustain it.
I started with a full product review of both platforms, compiling and prioritising 100+ areas for improvement to form the roadmap. I led the hands-on redesign of eDesk's core workflows, analytics views and a new native app, then applied the same rigour to Repricer's dashboard and navigation. In parallel, I introduced right-sized Agile practices, defined product vision alongside the CEO and CTO, and managed a remote team of Product Managers, Analysts and Technical Leads. Closer collaboration with Customer Success, Sales and Marketing ensured new features landed well with users.
Stronger products, better numbers, and a team set up to keep improving both.
Revenue doubled over the engagement period. Trial conversion improved by 38%, monthly active users grew by 18%, and churn fell by 17%. The structural changes to how the product team operated created a foundation that outlasted the individual design improvements.
Approaching this rebuild today, the team behind it would look very different.
Rebuilding eDesk and Repricer took a 50+ person product and tech organisation, and delivery pace scaled with headcount — the standard equation at the time. AI-assisted development rewrites that equation: a lean team now ships at a pace that once took the full organisation. The learning loop accelerates too, with support tickets and usage data feeding a continuously prioritised backlog in real time. And the product would go even further — AI-powered ticket triage and response drafting, out of reach in 2018, would today sit at the heart of the daily workflow for the 10,000+ sellers on the platform.
Let's start building, together.
A 30-minute chat, no pitch deck. Directly with Colin, no middlemen. Honest advice on fit, scope and cost.
Select a date