Keep Product Work Customer-Centered

Company Context

NotionFlow is a B2B SaaS workflow platform used by 25,000 small and mid-sized businesses to manage approvals, internal requests, and recurring operational tasks. The company is growing steadily, but leadership believes too many roadmap decisions are driven by internal opinions and loud customer requests rather than validated user needs.

Problem

Over the last 2 quarters, NotionFlow shipped 6 major features. Adoption data shows only 2 features reached more than 20% usage among target accounts, and customer satisfaction for new releases has remained flat at 31 NPS. In post-launch interviews, customers said the product often adds functionality but does not solve their most important workflow pain points. The VP of Product asks you: How do you ensure your work reflects customer needs?

You are the PM for the core workflow builder. You need to describe the process you would use to understand customer needs, translate them into product decisions, and avoid building features that are interesting but low-value.

Deliverables

1. Explain how you would identify and validate the most important customer needs for the workflow builder.
2. Describe how you would segment users and decide whose needs to prioritize first.
3. Show how you would turn customer insights into product requirements and roadmap decisions.
4. Define how you would measure whether shipped work actually solved the intended customer problem.
5. Discuss key trade-offs between customer requests, business goals, and engineering constraints.

Constraints

• You have 1 UX researcher shared across 4 product teams.
• Engineering capacity allows only 1 major initiative and 2 minor improvements next quarter.
• Sales is pushing for several enterprise-specific requests from a small number of high-revenue accounts.
• You must show measurable impact within 12 weeks of launch.