You've built something technically solid. People are happy to try your 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.

"We already have engineers handling UX."

If I had a quid for every founder who's said that, I could probably retire before I'm 40.

I hear this from SaaS founders at least once a week, sometimes more. Then the next time I speak with them, they tell me they've lost a deal to a competitor whose product is a mess.

After working with dozens of engineers across 30+ projects, the reality is they’re brilliant with logic, systems, and all the technical wizardry. But the average customer doesn't care about any of that. They just want to get their work done without needing to jump through hoops.

If your product is built for engineers, you end up confusing customers. You find yourself running endless demos, basically guiding people step by step through your "intuitive" product. It's exhausting, and your existing customers hesitate to roll it out across the company because it feels risky. Nobody wants to be the person who made things harder for everyone else.

Meanwhile, while you’re busy explaining every feature, your competitor, with a product that's maybe half as powerful as yours, walks in, closes the deal, and moves on to the next one. Because their product just works.

The reality is that the "best" product doesn't always come out on top. The one that's effortless to get started with is the one people buy.

When customers are the ones actually making the purchase decisions, can use your product without a walkthrough, they get it immediately. They start using it more, it spreads throughout the team, and soon enough, they're upgrading without you even trying.

That's what real UX does. It sells for you.

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simonmccade

I fix clunky B2B SaaS products that confuse users and block growth | Trusted by RealTyme, SendX, Ascend and 30+ other SaaS companies.

Rita Brito

Been thinking a bit about the kind of work I want to do more of this year. I always come back to small teams. 

Usually quite technical, usually already onto something good, but without much design thinking baked in yet.

I really enjoy being the first (sometimes only) designer in the room helping founders make sense of what they’ve built, what problem it actually solves, and how it should feel to use day to day.

The teams I work best with don’t see design as a final layer or a quick fix. It’s part of how the business grows, even if it’s a bit messy at first.

Less polishing buttons, more getting stuck into the product itself. That’s the stuff that still gets me fired up after all these years.

__

Happy new year, I'm Simon!
I'll help you fix your UX, so trial users convert and customers stick.
📌 DM me for a chat

Simon McCade

Talks about #ux, #saas, #uxdesign, and #userexperience

I help B2B SaaS companies convert & retain more customers through better product design.

People have been saying UX is dying since, what, 1995? 

Every year there’s a new “death.” 

- ChatGPT replacing designers
- "Everyone can design now"
- Design thinking workshops
- AI design assistants
- Mobile-first design
- Every iOS redesign
- Flat design trends
- Figma's dominance
- Material Design
- Design systems
- No-code tools 

But the reality is very different. 

- UX will always evolve
- People still need usable products
- Bad design costs businesses millions
- 88% of users won't return after poor UX
- The UX industry is worth $13B+ (and growing) 

So for your own sake, block out the panic. 

Just keep learning, stick to the fundamentals, and get comfortable with new tools as they come. 

UX only “dies” for people who stop moving forward.

P.S. Yes, that's a "dear stalker" hat in my photo. No, I won't explain it.

This is what happens when a team with a serious UX track record builds a brand new Kanban tool.
 
In the video I walk through the sign-up, onboarding, and the core UX choices:

From the dead simple entry flow to a genuinely novel take on the Kanban board. 

Chunky type, big buttons, slick keyboard shortcuts, and a few interesting decisions that are worth a closer look.

Overall? Properly impressed. 

It’s snappy, well thought out, and feels like something teams could get to grips with quickly.

If you’re into UX, onboarding flows, or just enjoy a good product teardown, give it a watch and let me know what you reckon 👍

Loom loses users in the first 60 seconds, and it's self-inflicted.

When I land in the product, I get hit with a bunch of choices:

I’m asked to record something, send invites and explore features. It's a lot right off the bat.

Thing is, users don't want options. They want one clear thing to do, right away.

When that first experience feels overwhelming, it’s easy to lose momentum and users are gone before they even start.

If your trial-to-paid rate is flat, stop blaming your price. Look at what's happening in that opening minute.

If users are dropping off early, your first experience is probably the reason.

Need help? Drop DM me and I'll do a first-run ux review of your product.

I kick off every engagement with a 90 min session.

It’s why teams align faster, and ship sooner.  

How does it work?

I get the right people in a room and ask the questions that actually matter: 

- What's the mission? 
- How do you make money? 
- What are users struggling with?

There's no rigid agenda. It's just an open conversation to align everyone.

By the end, we all know what success looks like and we're set to jump into design.

Then the design work starts.

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