Heuristic review of every primary workflow, paired with stakeholder interviews and review of support tickets to map the highest-friction surfaces.
CASE STUDY · 2025
SaaS Platform Redesign
UX restructuring and interface redesign for a growing B2B SaaS product.
01
Overview
Project at a glance.
CLIENT
Confidential B2B SaaS
INDUSTRY
Workflow automation
ROLE
Lead UX/UI designer
TIMELINE
10 weeks
SCOPE OF WORK
01
UX AUDIT
02
INFORMATION ARCHITECTURE
03
UI SYSTEM
04
PROTOTYPE
02
CHALLENGE
The problem to solve.
A maturing SaaS platform had outgrown its original interface. New features had been added incrementally, leading to inconsistent flows, dense screens, and rising support tickets from users struggling to complete core tasks.
USER PROBLEM
Friction in the moments that matter — unclear paths, dense surfaces, and decisions made without enough context.
BUSINESS PROBLEM
Activation and conversion suffered, support load grew, and the team had no shared system to ship consistently.
UI ISSUE
Information architecture that mirrored internal structure instead of user intent, with inconsistent components across surfaces.
03
PROCESS
How the work unfolded.
STEP 01
Audit
STEP 02
Restructure
Reorganized the navigation around user intent rather than internal modules, and reduced the primary surface to four core jobs to be done.
STEP 03
System
Built a small, opinionated UI system in Figma — tokens, components, layout patterns — to keep future feature work consistent.
STEP 04
Prototype
Validated the new flows with a clickable prototype in two rounds of moderated testing with existing customers.
RESEARCH
Interviews, ticket review, heuristic audit.
WIREFRAMES
Low-fidelity exploration of structure before pixels.
ITERATION
Two rounds of moderated testing and refinement.
04
SOLUTION
What was delivered.
A calmer, more spacious interface organized around clear primary actions. Dense data views were reworked into progressive disclosure patterns, and the new design system gave the engineering team a predictable vocabulary for future work.
BEFORE
Friction in the moments that matter — unclear paths, dense surfaces, and decisions made without enough context.
AFTER
Activation and conversion suffered, support load grew, and the team had no shared system to ship consistently.
UI SYSTEM
Information architecture that mirrored internal structure instead of user intent, with inconsistent components across surfaces.
05
OUTCOME
Measured impact.
−38%
Time to complete primary task
+24%
Activation in first 7 days
−42%
Support tickets on redesigned flows