Context & Background
Provet Cloud was a €27M ARR veterinary SaaS platform growing quickly into enterprise markets — but the product organisation wasn’t built to scale with it. Roadmaps were reset every quarter, PMs were managing tickets instead of owning outcomes, and delivery was driven by stakeholder pressure rather than strategy.
Over 16 months, I led a full product transformation across Product, Design, UX, and Data. We rebuilt the operating model, introduced a clear strategic framework, modernised the product foundations, and launched the company’s first Clinical AI product line — creating a new revenue stream while also accelerating organisational learning.
This wasn’t just about adding AI features. It was about building a product organisation capable of scaling — and thinking — in an AI-enabled world.
The Challenge
The hard problem wasn’t speed — it was accountability.
Teams owned parts of workflows, not outcomes. Every major release required multiple teams, escalation loops, and “who owns this?” debates. Decisions moved slowly because nothing in the system made ownership obvious.
The real challenge became:
“How do we transform a growing SaaS platform from reactive feature delivery into an outcome-driven, AI-enabled product organisation — without pausing delivery or damaging revenue?”
That meant redesigning four things at once:
strategy, structure, product foundations, and culture.
Strategy & Implementation
This wasn’t a big-bang reorg. It was a phased rebuild designed to let the org improve while still shipping.
1️⃣ Strategy Reset
Replaced output-based roadmaps with a 4-pillar strategy tied to clear business outcomes and success measures.
2️⃣ Org Redesign Around Ownership
Moved from functional silos to triads (PM, Design, Engineering) with full workflow accountability — not feature slices.
3️⃣ Modern Product Foundations
Unified design system, rebuilt front-end architecture, instrumented product usage, and reset reporting and data models.
4️⃣ AI Embedded Into the Operating System
Trained 30 leaders in agentic AI workflows (synthesis, strategy shaping, roadmap debate, decision support).
AI became part of the process, not just the product.
5️⃣ New AI Product Line Shipped While Scaling Org
Launched the company’s first Clinical AI module in under 6 months — creating a brand-new revenue stream and proving the transformation model.
Results & Impact
The transformation didn’t just improve delivery — it changed how the organisation thinks, decides, and earns.
- The organisation moved from reactive execution to strategic, accountable delivery in 16 months
- First AI product line generated €2M ARR in its first six months, unlocking net-new growth
- Revenue growth accelerated to 30% YoY, with improved enterprise retention and upsell
- 30 leaders trained in AI-enabled product practice — PM role evolved from backlog owner → decision accelerator
- A unified design system and FE migration reduced delivery friction and improved UX consistency
- A 4-pillar strategy and roadmap model aligned CEO, ExCo, Product, and Engineering on the same direction
Key Insights & Learnings
As Head of Product, I led Product, Design, and Product Operations — a 26-person org — and owned the full transformation:
strategy, structure, hiring, roadmap architecture, AI enablement, and executive alignment.
The goal wasn’t just to ship AI features.
It was to build a product organisation capable of scaling in the AI era — with clarity, ownership, and leverage built in.