Hi, I'm Asim Abbas.

You have bigger plans.
Your app should keep up.

When your application gets in the way of growing your business, I help you find out why—and build the way forward.

Get a free product review See how I work

Asim Abbas — From finding the problem
to making the product work.

10 years. 450+ products. Built for founders around the world.

SaaS · Web · Mobile

When the product becomes the obstacle

You’re putting more in.
But moving forward isn’t getting easier.

Your marketing brings people in. Then they get stuck trying to do the very thing they signed up for.

A customer asks for something you want to offer. What sounds like a simple change turns into months of work.

More people start using the app. It gets slower. The bills get bigger. And nobody can tell you exactly why.

You have plans for the business. But more and more of your time goes into working around the application.

Where I come in

I start with what you’re trying to achieve.

What do you want your product to do next? What keeps stopping you?

I look at what your customers experience and what’s happening inside the application. If we can’t see where things go wrong, I put the right measurements in place.

Then I follow the problem to its cause, make the changes, and test whether they’ve helped. Sometimes it’s a flow that loses customers. Sometimes it’s the infrastructure underneath.

I stay with the work through diagnosis, implementation, and measuring what changes.

Two problems I’ve worked through

Here’s what that looks like
inside a real product.

01 Customers & conversion

They were paying.
They were frustrated.
They were leaving.

More support requests.
Better insight into what needed fixing.

The app was live and attracting users. But larger uploads and audit jobs failed. People couldn’t tell whether their work was still running or had disappeared. They’d paid, and there was nobody to ask for help.

The frustration was coming out in bad reviews.

I used analytics to trace audit failures, subscriptions, and where people got stuck or deleted their accounts. First, I fixed the failing audits. Then I made support easy to reach wherever someone ran into trouble.

Support requests went up. That was useful: people were telling us what was wrong, and we could help them. As we fixed those issues, the questions shifted to billing and subscriptions. That showed me what to tackle next.

With those hurdles addressed, I improved onboarding and tested different versions to help more of the people arriving become customers.

02 Performance & cost

Thousands of daily users.
A slowdown nobody could explain.

1/10of the previous cost
after finding and fixing the cause.

The application had thousands of people using it every day. At certain times it became painfully slow, and even a large team couldn’t pinpoint the bottleneck.

I worked out what we needed to measure, then added monitoring in the application and on the servers. That let me follow the slowdown to its source and understand why it was happening.

After fixing the cause, I tested again and measured the difference. The client’s cost came down tenfold.

Before you accept a bigger bill as the price of growth, it’s worth understanding what you’re actually paying for.

Let’s start with your product

What do you keep putting off because of your app?

Send me your product and tell me what you want to do next. I’ll take an initial look at where the experience may be getting in the way and what’s worth investigating.

That’s your free product review. If the problem needs a closer look at your data or systems, we’ll discuss what’s needed.

Prefer to talk it through?
Book a call

You have bigger plans.Your app should keep up.

You’re putting more in.But moving forward isn’t getting easier.

I start with what you’re trying to achieve.

Here’s what that looks likeinside a real product.

They were paying.They were frustrated.They were leaving.