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 because of that, 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

UX 80/20

• Develop product vision, strategy, and roadmap, aligned with the organization's goals and user needs, industry trends, and market dynamics to inform strategic decisions
• Create strategies that prioritize user experience, ensuring product designs are intuitive, engaging, and resonate with the target audience.
• Foster collaboration between design, and development teams, promoting a cohesive approach to bring the digital vision to life.
• Defining key performance indicators (KPIs) to measure the success of the product, conducting expert reviews, heuristic evaluations, and data to refine strategies and improve digital experiences.
• Encourage a culture of innovation within the teams, exploring new ideas and approaches to continually elevate the digital product and UX design landscape.

Digital Strategist, UX Design

• Management consultant on Digital Product Design, and Development for optimal Customer Experience
• Startup advisor on technology, digital initiatives, MVP development

Product Design Consultant

Sendoso

Achievements:
• Redesigned Salesforce plugin using Salesforce Design System (aka Lightning Design System)
• Simplified UXD for product integration with Salesforce, Oracle, Outreach, Hubspot, SurveyMonkey, Marketo
• Participated in moderated usability sessions with the User Research team (UxR), data analysis, customer journey mapping and incorporating user feedback into the designs for a greater customer engagement
• Designed and built prototypes for bulk CSV upload feature with edge cases, marketplace concept
• Collaborating with product, design, marketing, and engineering teams in bringing automation to campaigns, personalization with product integrations during onboarding for quicker account setup and retention

Responsibilities:
• Improve product retention by easing out third-party app integrations
• Introduce process automation wherever possible to save time and costs
• Mentoring other designers on world-class user experience best practices
• Monitoring product metrics as an indication of usability and success

Company background:
Sendoso is a gift-sending SaaS platform for companies to improve customer experience and build loyalty with brands (customer retention) through corporate gifting strategies. Being one of the "Top Five Products of 2022" for consecutive years on G2, Sendoso successfully raised $100 million in series C funding in Sept. 2021.

Senior Product Designer

Upwork

Management consultancy on product and UX design, sketching ideas, prototyping, and helping build MVP.

• Planning: Researching customers, competitor analysis, gap analysis
• Design: concept design and prototyping
• Communication with developers on product features, quality assurance, and timely delivery

User Experience Consultant

Three Heads

Achievements:
• Designed a Lo-Fi prototype of the business idea that was converted to MVP
• UX design and service blueprints for booking & scheduling, order management (OMS), inventory management (WMS), customer management
• Iterated the design in two sprints to meet user feedback after usability testing

Responsibilities:
• Project planning, team building, resource allocation, building the product roadmap
• UX design, user research, prototyping ideas
• Building UI component library and design system for consistency
• Cross-functional team collaboration with product, marketing, design, and engineering

Company background:
A startup where we were building a B2C SaaS car marketplace that links car owners to top-rated car mechanics with the flexibility to repair cars at home or office, without seeing the garage. The future plans were to introduce B2B aspects for car services and car parts.

With my prior experience in marketplaces and inventory management systems, I was hired as a freelance designer to head the project.

User Experience Manager

Tomini

Achievements:
• Helped digitalizing the organization for resource optimization and improve CX at all touchpoints
• Improved customer experience journey within and outside the org with robust IT systems
• Deployment of shipping ERP software within Tomini Shipping division (office & 10+ ships)
• Researched and built a two-way link (live sync) connecting ships with the office that increased communication
• Facilitating ERP users, writing operational manuals for captains to troubleshoot issues for operational resilience
• Linked up NAS storage with unique IP for 24/7 access to data, cloud computing apps
• Procured, installed, scaled, and managed ICT systems for 150+ users, vendor account management

Responsibilities:
• IT system management, building systems, scaling, and maintaining IT infrastructure for the group
• IT helpdesk on-site and remote management for ships for maximum digital adoption
• Website management, content management, social media management
• Management consultancy on digital initiatives, systems, policies prep for a digital business model

Company background:
Tomini Group runs several businesses including Shipping, Classics cars with a Garage, Transport, and Power Rental.

IT Manager, Digital Experience

Achievements:
• Installed, configured, and maintained network, servers, and NAS storage device (with remote access)
• Installed and maintained CCTV cameras, employee attendance system, and ip telephone exchange
• Researched, and deployed Car Maintenance Software at Tomini Garage to digitalize car maintenance
• Migration to Microsoft Office 365 and Google Workspace
• Data security for users including antivirus programs, scheduled backups, password vault
• Brand identity design, stationery design, social media, and consistency across all channels
• Training, mentoring, and motivating staff for successful adoption of IT systems, software
• Photographed 100+ classic cars with a 360 view to reduce general inquiries

Responsibilities:
• IT system administration (procurement, support, vendor management, and more)
• Improve customer experience and empower employees with digital systems, applications
• Classic car photographer, provide detailed photos for a better decision making

After moving to a bigger office space to centralize business operations, we properly started working on a digital transformation plan, and strategy and followed the roadmap for a smooth digital adaption.

IT Coordinator and Media Specialist

Achievements:
• Designed, built & maintained an online car showroom with 150+ cars
• Scaled the system with a car Inventory System for the sales team and Management Information System
• Writing car listing and content with the sales team
• Optimizing site content for search engines, organic SEO, and keyword research
• Photographed cars to show the maximum details (360 view) for an optimal digital experience
• Built and managed websites for sister companies
• Data analysis for better content optimization, user experience, and user engagement

Webmaster

NGPath - Next Generation Path

Achievements:
• Built and maintained custom-design navigational solutions, location maps

Company background:
Next Generation Path (aka NGPath) is a Dubai-based digital agency providing web and e-commerce solutions to its customers across UAE.

Product Designer

Achievements:
• Designed modern websites for clients

Responsibilities:
• Website design, brand identity design, landing page design
• Sketching ideas, wireframing, and rapid prototypes for websites and mobile apps
• Maintained digital assets library and project documentation

Website Graphic Designer

MBlue Designs

Achievements:
• UX redesign for product innovation, fast loading, mobile-friendly, and standardized development
• Simplified checkout by introducing guest checkout
• Introduced customer-first culture by adding priority customer support that drove additional revenue

Responsibilities:
• Product upgrade – improving user experience, redesigning workflows, learning from product analytics, understanding client's business requirement, and incorporating feedback
• Integrating Twitter Bootstrap for responsive UIs and rapid development
• Collaborated with product, designers, and engineers to maintain timely delivery and quality

Company background:
MBlue Designs is a UK-based digital agency providing customizable B2C SaaS solutions including Content management system (CMS) websites and e-commerce solutions to small businesses.

Design Team Lead - E-Commerce, SaaS

Achievements:
• Designed ~30+ CMS and e-commerce websites for clients

Responsibilities: 
• Website UI design, user experience design
• PSD to HTML, front-end development, and collaborating with backend developers
• Assisting junior designers on client projects

Senior Web Designer

Media Solutions

Major accomplishments:
• School Management System for a local school with 500+ students, end-to-end project management including the project spec writing, IT infrastructure upgrade, software deployment, data entry, testing & validation, training staff and change management, post-sale customer support
• Inventory Management System for a car dealership business with a second business of rent-a-car. project involved business analysis, requirement analysis, web app development, data entry, training support staff, and providing post-project support.

Responsibilities:
• A fully client-facing role including new business development, managing appointments, providing IT consultancy and management consultancy to CxOs for digital adoption, improving business processes & productivity, more visibility, and reducing costs with specialized software
• Project management, ensuring all requirements are addressed, quality check, resource management within teams, testing deployment, and debugging before the final delivery
• Account management, contract management, price negotiation, renewals, and project support

Company background:
With a few years of experience in hand, I started my own IT company with my friends where we offered IT consultancy for product design, website design, custom software, and printing solutions to SMEs.

Digital Transformation Advisor

ICMS Education System

Accomplishments:
• Online admission system (new students)
• Online exam result system
• Online customer relationship management system (CRM) to address queries
• Promoted website online with organic SEO

Responsibilities:
• Building and maintaining website, and online content
• Website performance management, site traffic statistics, and analytics, reporting to management

Company background:
ICMS is a group of institutes with 5+ branches (2 schools, 2 colleges, and a university) with over 1,000 students across all campuses. The leadership is always focused to improve customer experience by adapting digital innovation and being sustainable in their digital business models.

As a result, I built Online Admission & Result System. It saved huge on printing costs, dropped paper usage by 80%, and minimized student crowd across all receptions

Liwal Ltd

Accomplishments:
• Built and maintained an online product catalog for Liwal Computers
• Built and launched the website for ESRI GIS Solutions
• Organic SEO, hit 3x traffic within three months from launch for Liwal Computers
• Maintaining group website liwal.com

Responsibilities: 
• Designing website interfaces, writing and designing content on all websites
• Website front-end development
• Search engine optimization for all websites
• Reporting website stats to the management

Company background:
Liwal Ltd with its software development division called Asiasoft. offers a wide range of IT solutions, cloud-based infrastructures, custom-built mobile-ready ERP, CMS, and CRM systems backed by blockchain. They provide digital transformation solutions to government departments and commercial enterprises globally, especially targeting logistics, energy, e-commerce, education, human resources, communications, and health services. They have built a variety of software translation packages for Microsoft desktop applications.

My role was to take care of the online part entirely.

Fix ~20% UX design puzzle for ~80% growth | Cultivating Sustainable Customer Experience and Digital Transformation | Founder UX 80/20

Hi, my name is Waseem, a seasoned user experience designer with over a decade of experience in product design, I bring extensive expertise in driving ease of use to digital products through innovative and user-centered design strategies.

My specialization is leveraging customer experience through data-driven insights to create seamless user experiences for web, mobile, and SaaS apps and complex ERP software design. I'm well-versed in research, competitive analysis, user testing, and product design.

With years of experience working across diverse sectors including automotive, digital agencies, maritime, engineering, education, hospitality, healthcare, legal and finance, non-profits, and start-ups, I helped organizations overcome the complexities of digital transformation and deliver exceptional user experiences with higher adaptability.

I am a team player as well as a go-to person for design projects, adept at team building, mentoring juniors, and fostering confidence and autonomy in workflows. I always love to work on projects where I can add value and have some freedom to inspire and innovate to add value.

I would be thrilled to discuss new opportunities to revamp your customer experience (CX) and digital transformation (UX, service design) initiatives for your product innovation.

Please message me through LinkedIn, and I'll get back to you.

Thanks!

taplio

The Battle

Simon McCade

Waseem Bari 🧩

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