I started with research within the company to learn about each department's goals and mental models of the product, so that everyone was included in the changes.
When I started at Omniupdate I was asked to help change the product and company culture to one focused on user needs first. My first strategy was to learn from my new colleagues in each department, before making any suggestions or changes. I wanted to know what their needs were for their department and what they believed the goals of OU Campus were for our users. So, for about 2 weeks, I met with 1-2 people from each department (marketing, sales, development, training, support, etc.) and ran intensive interviews. In the end, I created personas for each department and shared them with the product mangagment team to include in our discussions of any product changes or upgrades.