Hi, I'm Herman.
I make products
people actually use.
10+ years shipping products at Madgicx, Bigtincan, Vodafone, Admitad, and Stape. I built Flowxar because I watched great SaaS products silently die in the first 10 minutes — and I was tired of it.
Why Flowxar exists
I lived the problem from both sides.
As a product manager, I care deeply about onboarding — about helping customers adopt a product, making it self-explanatory from the very first click. But I also understand the reality: there is never enough time or resources to build custom onboarding for every flow, every release, every update.
That's the real pain. You need to ship features. You need to push updates. But every change risks breaking the experience users already learned. And building clear, guided onboarding for every new flow inside a SaaS platform? There's simply no budget for it — not in most teams.
The tools that existed were either enterprise-grade (Pendo at €20k/yr) or too simple to handle real-world complexity. There was nothing in between — nothing fast, flat-rate, and smart enough for a modern SaaS team.
Flowxar is the tool I always wanted. Built by a PM, for product teams who are tired of losing users in the first 10 minutes.
Experience
Where I've built things.
Building the onboarding tool I always needed. Flat-rate pricing, AI-powered flows, and unbreakable step detection — everything enterprise tools charge €20k/yr for.
Driving product strategy for server-side tracking infrastructure used by thousands of marketing and analytics teams. Focused on improving usability, reducing implementation complexity, and unlocking revenue through smarter data collection — helping customers get cleaner, more reliable tracking without compromising privacy compliance.
Led digital transformation of B2B self-service portal. Defined product requirements for customer-facing and internal tooling across Vodafone's enterprise segment.
Led growth product and onboarding end-to-end. Delivered significant revenue growth and conversion improvements — rebuilt the user activation flow that became the core retention driver.
Owned core CRM product for enterprise sales teams in the US and APAC. Shipped AI-powered content recommendations and mobile-first sales workflows.
Built affiliate network tools for one of Eastern Europe's largest performance marketing platforms. Shipped partner management, tracking, and analytics features across 500k+ publishers.
Side projects
I build on weekends too.
Solo projects shipped and monetised from zero.
LEGO marketplace for collectors and resellers. Independently built and officially listed in the Bricks Builder Add-Ons Directory.
WordPress role-management plugin built entirely with AI. Shipped from idea to first users in 1 month as an affordable alternative to expensive market leaders.
I used to conduct
chamber orchestras.
Before product management, I graduated from a College of Arts as a professional violinist and orchestra conductor. I performed in chamber orchestras and led ensembles — a career path no one expects from a SaaS founder.
Music taught me something that years in software confirmed: clarity beats complexity, every time. A conductor's job is to make 30 people sound like one voice. A product manager's job is the same — align engineering, design, and business toward a single outcome.
That obsession with clarity is why I care deeply about onboarding. It's the moment a user hears your product for the first time. It has to be in tune.
References
What colleagues say.
“Herman has a rare ability to see the full picture — from user psychology to business metrics — and translate that into product decisions that actually move numbers. The growth we achieved together at Madgicx was no accident.”
“One of the clearest product thinkers I've worked with. Herman has an exceptional ability to align engineering, design, and business goals into a single coherent direction — and he delivers.”
Stack & Tools
Skills & expertise
Let's work together.
I'm open to consulting engagements, advisory roles, and partnerships. If you're building a SaaS product and want a senior PM perspective — reach out.
I reply within 24 hours.