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

Driving the Transformation of Healthcare with Custom Digital Solutions. Increasing efficiency, saving time & reducing costly errors.

I’m Patrick, founder of Adapt Digital. My fascination with technology has never been about the technology itself - it’s always been about how it can improve how we work and live.

That mindset shaped my journey early on. When I was learning to code as a teenager, I built BizButler, a simple invoicing tool for my dad, a self-employed tradesman. I wasn’t trying to build a business or change an industry - I just saw a way to make his life easier. Seeing something I created free up his time and remove a source of stress was a turning point. It showed me that an idea turned into action can have a real and lasting impact on the people around us.

At Adapt, we believe work should be clear, empowering, and meaningful. Too often, people feel trapped by inefficiencies and clunky systems that don’t serve them. Our mission is to help businesses untangle complexity and enable their teams to work with confidence. Sometimes, that means building software; other times, it’s about refining processes or removing unnecessary steps. It’s never about adding more for the sake of it - it’s about making the right changes in the right places to create real improvement.

I think about inertia, why things stay the same, and what it takes to change them. AI is lowering the barriers to innovation, making it easier than ever to experiment and rethink how we work. But technology alone doesn’t change anything - the people willing to challenge assumptions, test ideas, and push things forward make a real impact.

Outside work, I’m a husband, dad, and lifelong tinkerer. I like figuring things out, whether improving how something works or just seeing what happens when you try something different. My best ideas have come from experimenting, failing, and going again.

Patrick Kelly-Weller

11 years ago today, I started Adapt.

There wasn't a grand plan. No business school blueprint, no investor deck, no five-year roadmap. I Googled a list of verbs, landed on "Adapt", looked up the definition — become adjusted to new conditions — and something about it just clicked. I added "Digital", slept on it, and went for it the next morning.

At the time, the name was little more than something that felt right. What I couldn't have known is that it would become one of the most relevant words in business over the decade that followed.

11 years is a long time. A global pandemic. An AI revolution. A world that has changed more in the last three years than in the previous eight, with AI compressing what might have taken another decade into just a few years. The business I imagined building, with a bigger team, flashy offices, and all that comes with it, looks nothing like the one I actually built. And I'm genuinely at peace with that.

What we have instead is a lean, capable team that punches well above its weight, clients we genuinely care about, and a set of values — Empathy, Curiosity, Courage, and Pragmatism — that were built with people at the centre. Because at the core of any change, in any business of any size, it's always about people.

To everyone who has been part of this journey — as a client, a colleague, or a collaborator — thank you. You are the reason we're still here.

The best part? I think we're just getting started. 🔥

Saving you time, money and sanity by making your work smoother & simpler with software, automation & AI. 🧠

Yesterday I was fortunate enough to tick off what I, along with many others, would consider a bucket-list opportunity... 🙌⛳

Wentworth West. 

For those less familiar with golf, this is the regular host of the BMW PGA Championship. Where the likes of Luke Donald, Rory McIlroy and the legendary Seve Ballesteros have all competed. 

What made the day even more special... the sun even made an appearance! ☀️ Possibly the second time in 2026! 🙄

Massive thanks to Ian Cassidy for hosting myself, my brother-in-law James Olrog and my cousin, Kieran Vineer. I'm immensely grateful. 

The course may have won this time, but hopefully, I may get a re-match in the future. 💪👀

Agency ownership isn't always sunshine and rainbows. Some weeks are brilliant. Others are hard, lonely, and full of questions you're not sure who to ask.

AgencyLand Network exists for exactly that reason — a community built for people who work in agencies, care about their industry, and want to connect with others who genuinely get it.

I'm proud to be a member, and on Wednesday 4th March, I'm co-hosting the Guildford AgencyLand Coffee Morning alongside Andrew Myles from Liven Creative - Brand & Websites at Coppa Club, The Guildford Townhouse.

If you run or work in an agency and you're based in or around Guildford, come and join us. No structured agenda, no round-the-room introductions. Just good coffee, honest conversation, and a room full of people who understand the highs, the lows, and everything in between.

Tickets are free. The conversation is priceless.

Grab your spot via the link in the comments.

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The Battle

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