UI/UX & Product Design for SaaS & Software Products
Onboarding that drops most trial users before they reach the feature that would have convinced them.
UI/UX design covers research, information architecture, user flows, wireframes, interface design and a reusable design system. For a SaaS company, the work is judged on a qualified trial or demo that converts to a paid plan. A flow designed backwards from the activation moment, with the first session choreographed rather than assumed.
What is costing you money today
Onboarding that drops most trial users before they reach the feature that would have convinced them.
Treating sign-ups as the goal, so the site and the ads fill the funnel with people who will never pay and hide the real acquisition cost.
What changes once this is in place
A flow designed backwards from the activation moment, with the first session choreographed rather than assumed.
How saas & software products actually buys
Self-serve in a day, sales-assisted over one to three months with a security review and a procurement step near the end.
- The unit of value
- a qualified trial or demo that converts to a paid plan
- The common mistake
- Treating sign-ups as the goal, so the site and the ads fill the funnel with people who will never pay and hide the real acquisition cost.
- What we do instead
- Define the activation event that predicts payment, instrument it, and optimise acquisition against that instead of against sign-ups.
What it has to talk to
A build for a SaaS company is mostly integration work. These are the systems we expect to exchange data with:
- Stripe / billing
- Product analytics
- CRM & sequences
- Auth & multi-tenancy
- Data warehouse
The words your buyers actually use
Generic service copy loses to copy written in the vocabulary of the vertical. These are the terms that carry intent here, and the ones the pages we build are structured around:
- free trial
- pricing per seat
- integrations
- SOC 2
- onboarding
- churn
- self-serve vs demo
The rules this sits under
GDPR for any EU user, SOC 2 evidence demanded by enterprise buyers, and data-residency commitments that constrain where you deploy.
What you get
- Research — Interviews with real users, a look at what your analytics and support tickets already say, and a competitive teardown that is honest about what competitors do well.
- Information architecture — Navigation, hierarchy and naming — what things are called, which is a design decision people consistently underestimate.
- User flows — The paths through the product, including the ones where something goes wrong, which is where most of the real design work lives.
- Wireframes — Structure before styling, so the argument about what goes on the page happens before anyone has fallen in love with a colour.
- Interface design — Every screen, mobile and desktop, with the four states each — default, empty, loading, error.
- Design system — Type scale, colour tokens, spacing, components and usage notes, built in Figma so engineering can mirror it in code.
- Prototype and testing — A clickable prototype tested with five people from the target audience, with the findings written down and prioritised.
- Design QA — We review the built product against the design and file the differences. Handover without this is an assumption, not a process.