Case 03 · Northfork

Building and scaling B2B SaaS for international customers

B2B SaaS · Generative AI · Customer Success

Illustration of a person seated at a wooden desk with a coffee mug, pencils and notebooks with wireframe sketches, using a laptop that shows a prototype food-ordering or meal-planning website with photos of prepared dishes and an ingredients sidebar with shopping cart icons. — Original illustration created for this site — not a photo of the real product.

Challenge

An ecommerce SaaS platform serving international enterprise customers needed product, customer and engineering work to move as one — from onboarding and integrations to AI-driven recommendations.

My role

VP Product, also holding interim technology leadership as Interim VP of Tech for six months — leading Product and Engineering cross-functionally.

What changed

— A clear loop: Customer Success → Product → Engineering → Commercial Growth.
— Customer feedback and commercial opportunities translated into a roadmap Engineering could build.
— Enterprise onboarding, implementation, APIs and widgets shaped around adoption.
— The platform's underlying LLM updated and generative AI applied to a personalisation service — improving product demand, recommendations and conversion.

José Namén presenting with a microphone at a Netcomm Suisse ecommerce event.

José Namén smiling with a microphone against a wooden slat wall.

Business impact

Approximately 25% reduction in time to market.

What this demonstrates today

Fluency in technology without being an engineer: translating customer and business needs into products Engineering can build and customers can adopt.

Next case · MatHem

Building digital growth inside ecommerce →