Scaling E-Signature Administration

https://www.docusign.com/products/admin

PRODUCT CHALLENGE

Small customers with consumer SaaS plans all the way to large multi-national enterprises with direct sales contracts used the same Administration product to manage their instances of DocuSign. 

This experience was so bad that it was creating two of the worst problems in SaaS, customer churn and lost enterprise sales opportunities. 

The smaller customers were churning out because of ease-of-use problems, and the enterprise sales deals were being lost due to lack of sophisticated administration.

ROLE

Principal Product Manager

SOLUTION

As PM, I owned the product strategy, roadmap, development team, and ongoing management of a whole new Administration stack. We did the following to build the best Admin experience for all customers using DocuSign: 

• transferred required administration capabilities from old to new 
• created new features with a substantial refactoring effort 
• migrated an old technology stack from its use of a custom Backbone client-side stack to the use of AngularJS 
• improved UX using a newly-developed Bootstrap-like CSS styling framework (design system)
• created new .NET API endpoints (and associated business logic) for consumption by the Node.js intermediary and client-side (Angular) applications

OUTCOME

MVP was delivered within 6 months, has scaled over the last ten years, and is still in production today. Some of the benefits of this product include: 

• initial migration of 150,000 customers supported 
• scaled to become multiple instance management (advanced admin) with SSO, and has grown into a 50+million ARR line of business 
• supports 1.4 million customers as of December 2023