The Qualitix turnaround

Before Zax: Burnout and Blind Spots

Qualitix had the classic symptoms of a team trying too hard. New features were shipped constantly, but none of them moved the needle. Customers were stuck in clunky workflows, and the team was stuck in reactive mode, fixing bugs, fielding tickets, guessing what to build next.

Internally, no one could agree on what the product should become. Externally, customer trust was quietly eroding.

The Zax Strategy: Pause, Listen, Rebuild

Zax’s first move was counterintuitive: we froze development. For two weeks, the product team stopped building and started listening. We:

• Joined customer support calls.
• Shadowed users in live environments.
• Mapped out workflows that users had hacked together themselves.

Then we focused our energy on a few key experiences and replaced them with smarter, AI driven versions. Auto-tagging. Predictive responses. AI guided onboarding. All deeply integrated with real user context.

The Result: Confidence Returns

Within 30 days of relaunch:

• Support requests fell by 46%.
• Time-to-value dropped below one hour.
• For the first time in a year, customers were reaching out with compliments, not complaints.

The company got its rhythm back because it started with customer clarity.

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