400+ users, almost no revenue, until the data said who was actually buying

DesignA11y helps design teams document accessibility intent inside Figma before development starts, reducing rework, QA churn and compliance risk. The product had real traction with over 400 active users. The revenue did not match: conversions to paid team and enterprise plans were close to zero.

The obvious diagnosis was pricing or product. The data said otherwise. Outreach and positioning targeted design managers and department heads, the people with budgets. But a full analysis of the existing user base revealed the opposite pattern: the users who actually engaged, adopted and converted were individual-contributor designers. The company was selling to the wrong person.

The answer was already in the data. Everyone assumes the buyer is whoever holds the budget. The user base showed the real buyer was whoever holds the pain. Once outreach spoke to IC designers about the problem they lived with daily, replies converted almost every time, which proved that in this market targeting was the entire game.