We help scaling SaaS companies bring clarity to complex operational systems.
By aligning user intent, business priorities, and underlying data models across teams and systems, we design coherent platforms prepared for intelligent acceleration while preserving trust, governance, and control.
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We design complex enterprise systems that help people do their best work. These companies operate in fintech, medtech, IT, transportation, and other high-stakes environments.
We partner with product and technology leaders who operate in complex, high-stakes environments. Our work is designed to deliver measurable clarity, strengthen system foundations, and accelerate meaningful progress without unnecessary disruption.
For teams navigating rapid growth, acquisitions, or increased operational complexity, we strengthen workflow foundations and introduce intelligence in ways that support stability and long-term scalability.
For early-stage or pre-product-market-fit companies building complex systems from the ground up, we help establish strong workflow architecture, decision clarity, and a scalable foundation for future intelligence.
For investors assessing product maturity or accelerating value creation across portfolio companies, we provide clarity on workflow health, UX foundations, and where intelligent system evolution can drive measurable impact.
We partner with growth-stage and enterprise teams navigating complex, data-rich environments. Our work spans product strategy, UX design, and intelligent system integration. We help teams clarify priorities, strengthen workflow foundations, and evolve their platforms with purpose and trust.
Where to focus and why it matters
We help teams make informed product decisions by uncovering user needs, operational realities, and business constraints. Through research, systems thinking, and strategic synthesis, we clarify what to build next and how it supports measurable outcomes.
Designing workflows that work in the real world
From workflow architecture to high-fidelity interfaces, we design intuitive experiences for complex systems. Whether modernizing an enterprise platform or building something new, we prioritize clarity, scalability, and decision support.
Introducing intelligence responsibly
We help teams identify where intelligent capabilities can meaningfully enhance workflows—without disrupting core UX. Our approach emphasizes explainability, adoption, and measurable value, ensuring intelligence supports users rather than replacing them.
These engagements reflect our work strengthening workflow foundations, clarifying product direction, and evolving complex SaaS platforms. Additional case studies can be seen in the AI Guidance section.
Workflow modernization, UX foundation redesign, and development alignment
Market research, usability validation, and product direction clarity
Operational UX foundations for mission-critical workflows
With over 15 years of experience in product design and strategy, Kate specializes in strengthening complex systems and translating operational complexity into clear, scalable product direction.
Her career began at BlackLine, where she played a key role in scaling UX maturity from early investment through IPO as the company’s first in-house designer. She has since led product design initiatives at Netflix, UserZoom, and Discovery Education, working across data-rich, enterprise environments where clarity and usability directly impact business outcomes.
Kate founded This Waay in 2021 while partnering with PSG, a Boston-based private equity firm, supporting growth-stage SaaS companies navigating product evolution and system complexity.
This Waay operates as a focused, senior-led studio and collaborates with a trusted network of partners when needed. Engagements are intentionally aligned with areas of expertise to ensure depth, strategic clarity, and meaningful impact.
We begin by understanding how work actually moves across teams, systems, data, and decision points. Through research and systems mapping, we surface constraints, dependencies, and structural opportunities that shape durable platform evolution.
We work in close partnership with engineering to ensure solutions are structurally sound, scalable, and feasible. By aligning strategy, UX, and architecture early, we reduce rework and accelerate confident execution.
Every engagement is grounded in outcomes. We prioritize initiatives that strengthen foundations, support adoption, and move complex platforms forward in ways that create lasting business value.