I help founders and leaders know what their customers actually need, so they can build, sell and ship with conviction.
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I've spent over a decade helping companies from pre-seed startups to global enterprises in B2B SaaS, fintech and beyond to figure out what their customers actually need, in order to build successful products and go-to-market strategies. Most recently, I led the design and customer insights orgs as VP of UX at Adyen, overhauling how a €50B+ company builds for its customers. I know what it takes to figure out what customers actually need and translate that into products and go-to-market strategies that work. I've also co-founded my own startup, so I've felt the crunch of making high-stakes decisions with limited resources.
I work with founders and leaders who are done guessing and ready to ship something customers actually need.
Reframed go-to-market for a pre-launch fintech with 3-week customer discovery sprint. Uncovered what customers were actually hiring the product to do, in a rapidly changing embedded lending market. Founders left with a clear go-to-market and the confidence to launch.
Founded the customer insights function at Adyen, that shaped positioning, product, and go-to-market for billion-dollar bets like Bank Accounts, Capital and Issuing, and sharpening the core Payments offering. Insights led to new product lines and markets that are now core to Adyen's revenue.
Co-founder of Swaphouse, a home swapping platform geared at remote workers and digital nomads. Grew it to 3,300+ homes across 92 countries, wearing every hat from customer discovery to growth marketing.
Led the (Product Design, Content Design, Customer Research and Localization) functions responsible for designing and localizing Adyen's web, app, and terminal interfaces, unlocking massive growth in key markets like the US, Brazil, Japan and Germany. Support costs and customer satsifaction lifted significantly across regions.
Developed a single source of truth for voice-of-customer data, plugging customer signals directly into how product teams plan and build.
Built the customer discovery practice for a global property-tech incubator and launched three MVPs to market.
What founders and leaders say about working with me.
Katarina joined Adyen as a UX researcher and within two years was leading our entire global UX organization. That kind of trajectory doesn't happen by accident. She has a rare ability to earn trust across every level of a company and turn customer insights into decisions the business actually acts on. She's a bridge builder and a storyteller who makes complex problems feel solvable. Any founder trying to figure out what to build and how to build it would be lucky to have her in their corner.
If any of the above sounds like where you are right now, let's have a conversation. No pitch, no pressure, just a straightforward chat about what you're dealing with and whether I can help.
