The goal of great product design in a PLG motion is to make yourself unnecessary. Every piece of friction you remove, every moment of confusion you resolve, every question you answer before it is asked - these are not just UX improvements, they are growth levers. This session examines the self-serve inflection point: the moment at which a user has enough confidence and capability to expand their use of your product without any human intervention. The speaker will explore how to identify where that inflection point sits in your product today, what data signals tell you a user is approaching it or has stalled before reaching it, and how to redesign the experience to move that moment earlier in the user journey. They will also tackle the harder organisational question: how to convince a sales-led business that helping users need you less is actually the path to more revenue.