Last year a SaaS founder came to me with a redesign budget…. the trial to paid thing was garbage, so obviously the product needed a new UI. Everyone around him agreed. Before touching anything I asked him one question. Out of the 100 people who signed up for this how many actually used it to do what it is meant to do. For example did they create their report or send their first campaign because this is what the software is for so it is important to know. He didn’t know and infact no one knew. Th...