You've built something technically solid. People are happy to try your SaaS product, but they’re not quite sure what to do next. They get stuck, a bit confused, and many leave before seeing the value.

Then support tickets pile up with the same questions. Trials quickly drop off and demos don't quite land. Your product has everything users need, they just can't figure out how to actually use it.

Meanwhile, you're spending money on marketing to bring in new users, but UX is costing you customers on the other end.

And the longer you wait, the harder it gets to fix. Because now you have users, and a product that feels like a "Frankenstein," it's functional but clunky, with features bolted on as you've grown.

After 12 years working with 30+ B2B SaaS companies, here's what I've learned:Most engineering teams aren’t set up to solve UX problems. And when that gap exists, users get stuck, don't know what to do next, where to click, or why they should care.

The good news is fixing it doesn't take months of research or endless "what if we try..." cycles. It usually just needs someone who's seen this pattern before and knows what moves the needle.

Imagine your product working like this:

People try it and immediately just 'get it'. No hand-holding or confusion.

Trials turn into paid customers because users reach value fast. Customers stick around because your product is genuinely intuitive. And all those features you've built actually get used.

That's what I do for B2B SaaS companies.I partner with B2B SaaS founders and engineering teams (typically Seed to Series A) who've built something powerful but know it's UX hasn't kept up with the product.

I don't disappear for weeks and come back with a big reveal. I move fast, ship meaningful improvements in the first week, and focus on stuff that matters - better onboarding, higher conversions, and lower churn.

Here’s what that’s meant for some clients:

-  30% growth in revenue (SiteGuru)
-  25% lift in trial-to-paid conversions (SendX)
-  Faster time to market to win those first customers (Ring4, Ascend)

If your product’s confusing people and slowing down growth, let’s chat. Drop me a DM.

Simon McCade

NHS Supply Chain

Digital Experience Research Analyst

Ali Azam Designs

◆ Spearheading brand identities, innovative design solutions, and engaging e-commerce stores
◆ Partnering with clients to deeply comprehend their business requirements and delivering solutions that harmonize user and business needs, thereby fostering business growth and enhancing user satisfaction
◆ Brainstorming and producing quality design solutions that prioritize user experience and engagement through a user-centered approach
◆ Developing design solutions into fully functioning webflow websites

Founder & Creative Director 

SOLO

◆ Collaborated with the product design team to develop a merchant-specific dashboard for SOLO & Amazon partnership lunch in Egypt
◆ Worked in an agile environment with the product team to identify and address UX issues, resulting in the enhancement of SOLO product features
◆ Redefined SOLO's branding and established brand guidelines
◆ Revamped the company's website to enhance product storytelling, and built it using Webflow for greater flexibility and ease of maintenance
◆ Designed an MVP to teach children financial literacy through parent-assisted budgeting, saving, and expense management, and rewards for completing tasks
◆ Assisted the design director of Funtasia in understanding project needs and user psychology for an experimental journey designed to strengthen emotional intelligence among youth. Contributed to the definition of website specifications, including digital courses and shop integrations, and participated in the design process to bring concepts to visual fruition.

Product Designer

LondonTown 

◆ Organized interviews with stakeholders, using both quantitative and qualitative data to identify the issue and define the problem statement
◆ Utilized user personas, journey maps, and other artifacts to empathize with and understand user needs, enhancing insights into their state of mind
◆ Conducted in-depth thematic analysis and synthesized data to make design decisions
◆ Conducted moderated remote usability tests to validate the designs
◆ Delivered brand new website design with detailed specs and style guide
◆ Streamlined trip booking and customer service processes, reducing time for both users and internal staff and boosting satisfaction levels
◆ Delivered a new brand website design with detailed specs and style guide for seamless implementation

User Experience Designer

PRM Billing

◆ Spearheaded website redesign, resulting in a 33% increase in conversion rates
◆ Collaborated with the project manager to define product requirements and road map
◆ Led the design process, redefined the brand style guide and created a design system
◆ Handled information architecture, content strategy, UI design, prototyping, and usability testing
◆ Developed and implemented a fully operational website using Webflow, and provided training to internal team members on website management

UX/UI Designer & Webflow Designer

Nocodian

◆ Organized stakeholder interviews, planned research and conducted user research to gather insights and inform design decisions
◆ Streamlined UX through research-backed design of user journey and flow
◆ Designed website and a dashboard to track progress and access saved lessons
◆ Developed a complex relation of CMS collections integrated with Airtable Database to fetch, dump and then display data on the live site
◆ Delivered a functioning webflow website with 1 week of training to staff

Web Works Digital Marketing

◆  Led a team of developers, content writers, marketers, and collaborated to manage and delegate tasks in order to achieve project goals
◆ Helped grow from 2 team members to two teams of professionals working 24/7
◆  Responsible for interviewing stakeholders, gather project requirements, sketching, designing and testing an online store, and overseeing the whole development process
◆ Set hiring criteria for developers, Interviewed and recruited developers
◆ Helped a specific store grow users from 5k to 60k by introducing reward system and gamification

Team Lead - UX/UI Designer - Web Developer

Palestine International Institute

Collaborating with stakeholders on website design, functionality and aesthetics. Overseeing, testing web project development, maintaining performance and implementing security measures.
Incorporating End-user feedback and keeping up to date with latest design trends and technologies.

Web Consultant

Denz Ideas

◆ Designed all of the branding, marketing, user experience, and visual design
◆ Responsible for consulting with businesses to review their current websites and provide design solutions to solve user needs and business challenges through user research, Information architecture, visual and User experience design

Co-Founder | UX/UI Designer | Web Developer

Experienced Designer dedicated to crafting impactful design solutions with a primary emphasis on user-centric experiences. As an accomplished design professional, I have consistently delivered exceptional design experiences that have resulted in significant user growth, substantial boosts in sales revenue, and a consistently high level of customer satisfaction. 

Fostering a diverse background across industries such as fintech, hospitality, ed-tech, and beyond, I possess a versatile skillset in crafting design solutions that deeply resonate with diverse audiences and yield concrete outcomes. Alongside my professional journey, I've been running my own design business, providing invaluable expertise to clients across a wide spectrum of sectors. This unique combination of experiences equips me with a holistic perspective and an adept ability to deliver impactful results.

Having garnered valuable experience as a freelance contractor and successfully managing my own business, I am now seeking an opportunity to become part of a dedicated team. Where I can contribute my skills and expertise in a long-term capacity, working collaboratively to solve design problems.

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The Battle

Simon McCade

Ali Azam Khan

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