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

I specialize in 0-1 roles for B2B web apps where my technical understanding of web technologies and business acumen help me drive strategic outcomes.

I thrive in roles where I get to have ownership over ambiguous problems spaces with no frame of reference. 

When working on a problem, I like to step back and see how it connects to the whole system. This means I'm always thinking in terms of patterns and components. 

I have a strong bias to action and care about quality. I contribute to production code to get the details just right. Design is how it works but also how it's built. 

Beauty is part of the experience. I don't enjoy building ugly shit. 

I don't jive with people who overpower others decisions based on opinion. If you like to pull rank, you're gonna hate working with me. 

Most of my experience is with B2B startups, with the exception of Revolut, where I was in B2C, and WANDR, where I did almost everything as we built up the agency. 

I'm a regular contributor to various online publications and love to spend time mentoring and educating designers and business owners on the business value of design. 

As you can tell, I rather write too much than being vague. 

When I'm not in front of a screen, I like playing guitar, and going indoor bouldering. 

I live in Copenhagen with my wife and daughter.

Ed Orozco

Vibe-coding is finally useful at work.

In the past weeks I've been using Claude code to prototype design solutions.

I draft a couple of screens for a flow in Figma and use Claude to build all the states, responsive layouts, and interactions that would take me at least 3x to 5x times longer to do in a design tool.

But the best part is how it helps me think through edge cases. 

Static screens in Figma often look "ready" and one can miss important details. 

Things such as, how the confirmation toast should wait until changes are auto-saved, or the importance of a smooth scroll for entities generated below the fold.

And not to mention being able to test different spring values for animations which is a dream come true for my obsessive-compulsive eyes.

It's not like you couldn't think of this stuff while working in Figma, but it's way easier to spot and spec in a "real" app.

Is anyone else playing around with Claude code for prototyping?

Designing products people brag about using

The biggest advantage of vibe-coding prototypes instead using Figma’s prototyping is that you can simulate real data.

Filling-in realistic-looking data has been a problem in design prototyping for as long as UX has been a thing.

You need to have real —or real-looking— data when speaking with customers about a what data to should and how. 

But vibe-coding is not the holy grail either. It’s hard to make vibe-coded prototypes that adhere, let alone use, your design system. You end up with a generic, shadcn-looking artifact and fixing requires more work than making it in the first place.

Whether that’s an issue will depend on the type of product and the relationship you have with your customers. But having design-system compliant artifacts is obviously where vibe-coding needs to improve.

Some folks out here claim they’ve solved that with custom agents and what not. 

If you have managed to make vibe-coded prototypes that match your design system, DM me or leave a comment. I’d love to learn about how you did it.

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