About Intigriti
“Crowdsourced security for a safer digital world.”
Intigriti is a leader in crowdsourced security, connecting companies with the specialised skills of a global community of ethical hackers. With a 120-person team, Intigriti operates across 32 countries, and has facilitated over €50 million through its platform. The company's clients span diverse industries and include major players such as BMW, Microsoft, Showpad, and Brussels Airlines.
Mission
Help Intigriti adopt a product operating model
Our mission was clear: create and establish a robust product department within Intigriti, leading a significant product management transformation. This transformation included upskilling people, structuring teams, optimising processes, and implementing continuous product discovery & delivery to drive innovation and meet market demands. By refining the product department's role, our goal was to empower Intigriti to drive true product-led growth.
The challenge
As Intigriti scaled, complexity grew, making it difficult to make the right choices. The product team, embedded within engineering, lacked autonomy in business decisions and had no direct customer interaction. This prevented innovation and led to feature releases without measuring their impact or understanding customer needs.
Intigriti’s product team lacked both autonomy and customer contact and needed an organisational transformation to shift from an output-based approach to an outcome-driven product management model.
Although the team had a strong foundation in delivery, they lacked direct customer contact and the ability to innovate effectively. The product team needed to move away from an output-based approach towards an outcome-driven mindset." - Timoté Geimer, CEO @ dualoop
Timeline overview
Snapshot & dogfooding • 3 months
Building the foundation for product discovery
“There was mutual trust from the start, which is the basis for everything. It made collaboration smooth and effective.” – Lander Ghoos, Head of People @ Intigriti
What we did:
1️⃣ Conducted an in-depth audit to assess product management operations, processes, team dynamics, and implementation.
2️⃣ Mapped operations, communication streams, product ceremonies, processes, and discovery practices.
3️⃣ Assessed success metrics and organizational structure to identify pitfalls and opportunities for improvement.
4️⃣ Employed dogfooding by fully integrating dualoop teams for immediate impact to ensure alignment between product experience and customer needs.
“dualoop started delivering value almost immediately, they were fully integrated into the organization. You wouldn’t see that they were an external team.” – Rocio Bracero, Head of Customer Success @ Intigriti
We created a clear product management transformation plan focused on:
⭐️ Product processes: transition from an output-driven to an outcome-driven strategy, emphasising continuous product discovery and direct customer interaction.
⭐️ Team structure: restructure the team from functional analysts to dedicated product managers, forming product trios (product manager, designer, tech lead).
⭐️ Upskilling: develop targeted upskilling plans for individuals, focusing on product discovery and management skills.
⭐️ Product evangelisation: align the entire organisation on the benefits of the product transformation, ensuring everyone understood both the 'why' and 'how' of the new approach.
Storming phase • 4-6 months
Gradual transformation through product management best practices
Pace of change:
• Changes were introduced step-by-step to avoid overwhelming the team.
• We ensured constant communication about the reasons behind each change, securing leadership commitment and achieving quick wins.
• We also began integrating initial product discovery processes.
💡 Example: we transitioned to a product trio setup without immediately changing ticket and user story systems. This allowed gradual adjustment, starting with smaller refinements and progressively increasing team ownership.
Achieving strategic alignment was crucial in securing leadership buy-in and establishing a shared vision for transformation.
“Initially, there were very emotional and passionate debates, but with data and clear outcomes guiding us, our discussions became much more constructive." - Koen Heyns, COO @ Intigriti
Landing at the right pace • 4-6 months
Focus on maturity
As changes took root, we focused on solidifying maturity and making the changes last. We prioritized upskilling to ensure the team became fully autonomous.
The goal was to create new ways of working that would become second nature.
“Previously, everything was set from start to finish, and we implemented what was given. With dualoop, we shifted to understanding the problems we’re solving and who’s involved, adding true business value.” – Arne Schnoonvliet, Head of Engineering @ Intigriti
Handing over the right internal match • 3-4 months
Empowering product leadership
dualoop assisted in hiring a new Head of product aligned with Intigriti’s product strategy and culture.
We also supported internal moves and developed an upskilling program, ensuring a smooth transition as our consultants stepped down.
Key outcomes
🎯 Empowered product team
The team shifted from followers to innovators, constantly challenging the status quo and driving continuous improvement. They became independent, reducing management overhead and increasing decision-making efficiency, with a clear division of responsibilities within product trios.
“The team became more independent, with product managers stepping back and allowing tech leads to fully own their role." - Guillaume Reigner, Senior Product Manager @ dualoop
🎯 Data-driven decision-making
Product decisions are now data-driven, prioritizing customer needs and validating feature relevance before development begins.
"The transformation encouraged us to move from a task-oriented mindset to a problem-solving approach, focusing on delivering solutions that matter.” – Arne Schoonvliet, Head of Engineering @ Intigriti
🎯 Recognised product department
There was a complete shift in mindset regarding product management. The organization shifted from feature-driven delivery to problem-solving. The leadership team now relies on the product team to solve challenges, not just deliver features.
"The leadership team now turns to us [product team] to solve problems, whereas before, they would simply tell us what to build" - Lise Devos, Senior Product Manager @ Intigriti
The product department now holds a respected position within Intigriti and contributes meaningful value aligned with strategic goals, building a company-wide product-led culture.
Lessons learned
💡 The Power of communication
Transparent, continuous communication about why changes were needed and securing leadership commitment kept everyone aligned and focused on long-term goals.
💡 Pace of change
Implementing change at a steady pace was key to long-term success. Moving too fast would risk failure; moving too slow wouldn’t work. Finding this balance kept team morale high and ensured sustainable transformation.
"The gradual implementation of changes ensured that the team could adjust without feeling overwhelmed." - Lander Ghoos, Head of People @ Intigriti
💡 Upskilling and empowerment
Upskilling the team and empowering them to own the product management process was essential. This made the changes stick, allowing the team to grow in both maturity and capability.
Conclusion
Transforming Intigriti's product organisation was a long-term effort involving significant changes to processes, team structure, and mindset.
By focusing on continuous product discovery, data-driven decision-making, and empowering the team, Intigriti and dualoop successfully created a robust and innovative product department that continues to drive value and growth for the company.
“Before, we were just pushing feedback and developing features for specific customer requests. Now, there’s a structured process with research behind it, ensuring alignment with a long-term strategy.” – Rocio Bracero, Head of Customer Success @ Intigriti
Ready to elevate your organisation with a product-led transformation? Discover how dualoop can help build a high-impact, customer-focused product team. Let’s talk!
