TaskFlow is a B2B workflow automation SaaS company serving 12,000 small and mid-sized businesses. The product has strong adoption among operations teams, but customer satisfaction has stalled as engineering output has increased.
Over the last two quarters, TaskFlow shipped 18 roadmap items, yet NPS stayed flat at 24 and support tickets about "basic usability issues" rose 22%. In customer interviews, users say the product is powerful but frustrating: setup is confusing, error messages are vague, and common workflows require too many steps. Engineering leaders believe they are moving quickly, but PM leadership suspects the team does not deeply understand customer pain points and is optimizing for feature delivery over user outcomes.
You are the product manager for TaskFlow's core workflow builder. Your VP asks you to create a repeatable approach to ensure the engineering team understands real customer pain points and uses that understanding in day-to-day product decisions.