UX redesign — SMB SaaS (Virginia)
A focused UX overhaul for a small-to-medium software vendor in Virginia — improving onboarding, conversion flows and product clarity for desktop and web apps.
- Client: Local SMB SaaS (B2B)
- Timeline: 10 weeks — discovery to handoff
- Outcome: +24% activation, -18% support tickets
Challenge
The product had strong functionality but weak discoverability. Users struggled to find core features, onboarding drop-off was high, and the marketing site didn't reflect the product's value.
- Pain: Low activation in the first 7 days
- Pain: Confusing navigation and labels
- Pain: Visual inconsistency between marketing and app
Process
We followed a lean, evidence-driven UX process combining research, rapid wireframes and iterative UI polish.
Key artifacts
- Journey maps & personas
- Clickable prototypes
- Component library (Figma)
Before & After — Highlights
Marketing homepage — before
Cluttered messaging and unclear CTA hierarchy.
Marketing homepage — after
Clear headline, focused funnels and primary CTA.
Product UI — streamlined flows
Reduced steps to key actions and improved affordances.
Deliverables & scope
| Phase | Deliverables | Format |
|---|---|---|
| Discovery | Research summary, personas, journey map | PDF / Figma |
| Design | Wireframes, prototypes, UI kit | Figma |
| Handoff | Specs, tokens, QA notes | Zeplin / Figma |
Typical outcomes
- Activation lift (2–8 weeks)
- Lower support load
- Faster onboarding
Team & contact
A. Morgan
10+ years designing SaaS products and B2B interfaces.
We keep teams small and focused: a lead UX, product designer, and researcher for fast iterations. For larger initiatives we scale with vetted UI engineers.
