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Hydracode · 06.2024 - present

Merchant & Integration Experience for B2B SaaS

Head of Merchant & Integration Experience, leading product improvements across onboarding, customer journeys, mobile/web flows and chatbot interfaces.

S

Situation

Hydracode needed to improve merchant onboarding and integration journeys across several B2B SaaS touchpoints while supporting fast revenue growth and multiple parallel delivery streams.

T

Task

Identify product opportunities, turn customer pain points into prioritized requirements and coordinate discovery, delivery and release execution across an Agile team of 9-15 IT professionals.

A

Action

Ran market research, competitive analysis, customer surveys, segmentation and customer profiling. Validated UX hypotheses through prototypes, A/B tests and A/B/C tests across web, app and chatbot products.

R

Result

Supported 200% revenue growth and 30% active user growth, while contributing to financial modelling and unit economics analysis for future product decisions.

Step-by-step

How I approached the product challenge

A sanitized view of the product process, showing how discovery, UX validation, delivery and economics were connected into one operating rhythm.

  1. Mapped the merchant journey. Structured the end-to-end path from first product evaluation to API integration, first transaction and ongoing operations.
  2. Segmented customers by integration complexity. Split merchants into self-serve, assisted setup and enterprise integration groups to identify different onboarding needs.
  3. Collected evidence from multiple channels. Combined customer interviews, surveys, support feedback, competitor analysis and product analytics to isolate the highest-friction moments.
  4. Converted pain points into UX hypotheses. Turned findings into prototype concepts for onboarding, integration guidance, mobile/web flows and chatbot support.
  5. Validated through experiments. Used A/B and A/B/C tests to compare onboarding copy, step order, support prompts and interface patterns before scaling changes.
  6. Connected delivery to unit economics. Prioritized work by expected impact on activation, active usage, support load, conversion and revenue growth.

Artifacts

Portfolio artifacts used in the case

CJM

Merchant integration customer journey map

Evaluate

Merchant compares pricing, feature depth and integration effort.

Need: Understand fit quickly.

Onboard

Account setup, business details, documentation and first configuration.

Pain: Too many unclear steps.

Integrate

API keys, sandbox, webhooks, test transaction and developer handoff.

Pain: Docs and UI not aligned.

Transact

First successful payment, monitoring and error handling.

Need: Confidence in stability.

Operate

Reporting, support, chatbot help and ongoing optimization.

Opportunity: Automate repetitive support.
SWOT

Merchant experience SWOT

Strengths

Multi-channel product surface, strong delivery team, growth momentum.

Weaknesses

Fragmented onboarding, uneven documentation, repeated support patterns.

Opportunities

Guided setup, segmented onboarding, proactive chatbot assistance.

Threats

Competitors with faster time-to-first-transaction and clearer developer UX.

Backlog

Hypothesis backlog

HypothesisSignalTest
Guided setup reduces drop-offActivationA/B
Better API errors reduce ticketsSupport loadA/B/C
Chatbot prompts improve self-serveResolution ratePrototype
KPI

Metric tree

Revenue growth
Activation rate Time to integration Active users Support contacts Transaction success
Roadmap

Delivery sequencing

Now

Fix onboarding friction and high-volume support issues.

Next

Scale integration UX and chatbot guidance.

Later

Optimize pricing, unit economics and advanced merchant tooling.