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

With 10+ years of experience in user experience, product design, and 5+ years in explicit design systems roles, specializing in user-centered design, accessibility (a11y), and scaling multi-platform design systems. Expertise in building design systems that balance flexibility, scalability, and ease of use, creating reusable patterns that drive consistency across platforms and use cases.

Thrives in the details as an expert in best practices, creating clean, modern UI systems, pushing for accessibility and crafting elegant solutions for users of different abilities across various types of devices. Collaborates proactively in a highly matrixed role with cross-functional partners including product designers, engineers, QA, accessibility experts, product managers, creative directors, motion designers, and illustrators to uncover needs, drive alignment, generate enthusiasm for design system adoption, establish and enforce healthy processes, and coach mid-level and junior designers to become better design systems designers.

Proficient in Figma, Design Tokens, WCAG, prototyping, wireframing, visual design skills (typography, color theory, layout, visual hierarchy), interaction design (animations, transitions, micro-interactions), and high-level understanding or experience with frontend development (CSS, React, SwiftUI, Jetpack Compose).

Experienced in designing for consumer-facing products and b2b products, influencing strategy to ensure the system evolves, laying scalable foundations, evolving components, expanding into new areas, unlocking quality and efficiency, shipping well-crafted and accessible designs, building a deep understanding of customers, using data to guide decisions and measure success, and considering competing needs, dependencies, technical opportunities, trade-offs of implementation cost and long-term maintenance.

Past projects showcase major systems evolution or expansion such as redesigns, theming, modes, platforms, a11y/i18n. Committed to a skillful, driven, and diverse team fostering innovation through experimentation and ownership.

Key Projects

Major Systems Evolution: Led redesign and expansion of design systems at Kotak Mahindra Bank, incorporating theming, modes, platforms, a11y/i18n, resulting in 30% efficiency improvement in product development.

Design System for Internal Products: At Algonomy, managed guidelines across 10+ platforms, driving consistency and adoption.

SaaS Revamp: At Credgenics, established design infrastructure, reducing delivery time and boosting leads by 300%.

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