Navigating the delicate balance between maintaining customer satisfaction and achieving revenue growth is a constant challenge for SaaS companies. At Doodle, we faced this critical juncture as we embarked on a transformative journey from a free ads-supported platform to a freemium SaaS offering. Guided by a rigorous framework of experimentation, data-driven insights, and cross-functional collaboration, we are successfully transforming Doodle into a customer-centric SaaS product, while simultaneously propelling our growth trajectory. Join us as we delve into this pivotal shift, uncovering the strategies and tactics that empowered us to transform Doodle into a thriving SaaS business without compromising the value our customers adore. Discover how we have embraced experimentation to refine our value proposition, leveraged data to optimize our pricing structure, and fostered a culture of collaboration to align our efforts across all teams.