SaaS/B2B Product Design

Who is it for

Different starting points. Same need: a product design that doesn't fight the user.

You're building from scratch

The idea is solid, the roadmap exists, but there's no real design yet — or what exists is a rough prototype that needs proper structure before dev touches it.

You have a product, but it needs a reskin

The flows are fine. The logic works. But visually, it's dated, inconsistent, or just doesn't feel like the company you've become.

You need a UI overhaul without rearchitecting everything.

Users are struggling, and you know it

Support tickets, drop-off at key steps, and onboarding that leaks. The product evolved fast, and the UX didn't keep up. Things work in isolation but fall apart as a whole.

The product outgrew itself

What was built for 10 features now has 60. Roles, permissions, edge cases, and modules added on top of modules. It needs a real rethink — IA, system, hierarchy.

What we do

UX architecture and flow design

Before any visual decisions, we map how users move through the product — roles, states, decision points, edge cases. We define what "good" looks like for each flow and what has to be true for a user to get there without friction.

This is the work that determines whether a product feels intuitive or exhausting. Most redesigns skip it. We don't.

Visual redesign and UI polish

If the structure is sound but the product looks rough, dated, or inconsistent, we redesign the visual layer. Typography, spacing, colour, component treatment, interaction patterns. The kind of polish that signals quality before a user reads a word.

Design system and component architecture

We build or rebuild the component library — variants, states, tokens, patterns. So the next feature your team ships doesn't break the visual logic of the last ten. And so new designers or developers can contribute without guessing.

Full product redesign

When the product needs more than fixes. We reset the information architecture, rebuild role-based flows from scratch, and design a system that can carry the product for the next stage of growth — not just the current one.

MVP for new products

Idea to first usable version. Core flows, wireframes, UI foundation, and clickable prototype. Designed to validate fast and hand off to engineering without ambiguity.

Core capabilities

UX Architecture

• User flows and task analysis

• Information architecture

• Role and permission mapping

• States, edge cases, empty states, error handling

• Onboarding and activation logic

• Navigation structure and wayfinding

• Multi-step and branching flows

UI Design and Visual Systems

• Visual direction and moodboarding

• Design language — type, colour, spacing, grid

• Component library — variants, states, interactive behaviours

• Tokens (type scale, spacing scale, colour roles, layout rules)

• Scalable patterns for data tables, dashboards, settings, billing, and admin

• Responsive and adaptive layouts

• Motion and interaction design

  
  

Discovery and Research

• Stakeholder alignment and constraint mapping

• User interviews and problem framing

• Competitive and pattern analysis

• UX audit — heuristics, friction points, conversion leaks

• Assumption mapping and risk identification

• Prioritised backlog and execution roadmap

  
  

Prototyping and Validation

• Clickable prototypes for key flows

• Lightweight usability testing mid-cycle

• Prototype-led stakeholder alignment

• Iterative validation before full build

  
  

Engineering Handoff

• Dev-ready Figma — clean structure, named components, proper auto-layout

• Specs and annotation for every interaction state

• Behaviour and logic notes for complex components

• QA support during implementation

• Design token handoff for engineering systems

  
  

Our process

01. Align

We start by understanding what the product is, who uses it, what's broken, and what success looks like. Goals, users, roles, constraints, and the specific outcomes this engagement needs to produce. Everything that follows is checked against this.

Output: project brief, page or flow list, success criteria, and agreed scope.

02. Map

Flows, states, information architecture, edge cases. We define the logic of the product before designing its look. For redesigns, this is where we find the real problems — not the symptoms. For new products, this is where we define what actually needs to exist for V1.

Output: user flows, IA map, state diagrams, prioritised flow list.

03. Systemise

Visual direction, component structure, design tokens. We establish the rules — type, spacing, colour, interaction patterns — before building individual screens. This is what separates a designed product from a collection of designed pages.

Output: visual direction, component library foundation, design tokens, pattern decisions.

04. Build

Highest-impact flows and modules first. We design in cycles — you see progress early, give feedback on real screens, and nothing waits until the end. Each cycle produces something reviewable and actionable.

Output: designed flows and screens, updated components, annotated specs per cycle.

05. Validate and Handoff

Prototype for key flows, usability checks where they change decisions, and final QA against the design system. Then handoff: dev-ready Figma, full specs, interaction notes, and support through implementation.

Output: prototype, QA notes, dev-ready Figma, implementation support.

Our approach vs. a typical agency build