SaaS product design that moves activation, not just pixels.
We design the parts of a B2B SaaS product where usability turns into revenue — onboarding, dashboards, and the design system that keeps them consistent as you ship. Every engagement starts with research, and is run by senior designers end to end.
The problems SaaS teams actually bring us
Users sign up and never activate
Signups look healthy, but the drop between first login and first real action is brutal. Onboarding was built by engineers around the data model, not around what a new user is trying to accomplish on day one.
The dashboard shows everything and says nothing
Years of feature requests have produced a screen dense with data and empty of hierarchy. Nobody can tell at a glance what needs attention, so the product gets used as a report generator instead of a workflow tool.
Every screen looks like a different product
Three designers and four contractors later, there are five button styles and no shared spacing. Shipping anything new means re-deciding solved problems, and the inconsistency reads as unreliability to enterprise buyers.
Enterprise deals stall at the demo
The product does what it promises, but complexity surfaces too early and procurement teams can't see themselves using it. This is a design problem long before it is a sales problem.
What you actually get
UX research and discovery
User interviews with your actual customers, session review, and a synthesis of where users stall — so design decisions are grounded in observed behaviour rather than internal opinion.
Dashboard and workflow design
Information hierarchy, data visualisation, empty and error states, and the dense-but-legible layouts that complex B2B tools need. Designed against real data volumes, not tidy demo content.
Onboarding and activation flows
First-run experience, progressive disclosure, and time-to-value mapping — designed around the first action that predicts retention for your product specifically.
Design system and component library
Tokens, components, states and usage rules in Figma, handed over with documentation your engineers can build against. Built so a new feature is an assembly job, not a redesign.
Developer-ready handoff
Annotated specs, interaction notes, and a walkthrough with your engineering team. We stay available through build rather than disappearing at handoff.
Prototypes for validation and sales
Interactive prototypes used to test with users before code — and, often, to close enterprise deals before the feature exists.
How the engagement runs
Discovery
Week 1. Stakeholder interviews, product walkthrough, analytics review and user interviews. Output: a written problem definition we both agree on before any design starts.
Structure
Weeks 2–3. Information architecture, user flows, and low-fidelity direction. This is where the hard decisions get made and where most of the value is created.
Design
Weeks 3–8. High-fidelity design across the agreed scope, reviewed weekly with your team. Design system components are built as they emerge, not bolted on afterwards.
Handoff and support
Ongoing. Annotated specs, an engineering walkthrough, and availability through implementation so the build matches the intent.
Proof
Kelp Global — CRM intelligence platform
We designed three connected modules — a Chrome extension surfacing contact intelligence in-workflow, the Truenorth analytics dashboard, and an end-to-end deals module — on a shared design system built for speed and scale. Onboarding time fell 40% and feature adoption doubled. Read the full case study →
Related work
Betacrew (trading infrastructure), Adda247 (performance dashboards and test-series engines at consumer scale), and Tata Elxsi (automotive HMI) — see all of them on the projects page, or the B2B SaaS industry page for how we approach the sector.
What it costs
Engagement models
Three ways to work with us: a scoped project for a defined outcome, a monthly retainer when you need an embedded design team, or a fixed-scope audit if you want a second opinion before committing. International engagements are scoped and quoted in USD. Full bands are on the pricing page — we publish them because vague pricing wastes everyone's time.
Typical timeline
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Common questions
Most agencies are strongest on marketing sites and consumer apps, where the design problem is attention. B2B SaaS is the opposite problem: users already want to be there, and design either removes friction from complex work or adds to it. We work almost entirely on dense, data-heavy product surfaces — dashboards, workflows, admin tools — and that shows up in how we handle information hierarchy, empty states, and edge cases at real data volumes.
A focused piece of work — an onboarding flow or a single dashboard — typically runs 3 to 5 weeks. A full product redesign with a design system is usually 10 to 12 weeks. We give you a written scope with dates before starting, and design kickoff is normally within 48 hours of signature.
Whichever is cheaper for you to live with. If you have a system that mostly works, we extend it and fix what is inconsistent. We only recommend rebuilding when the existing system is actively slowing delivery — and we will show you the specific evidence before suggesting it.
Yes. We design against your component library and framework constraints rather than handing over an idealised design that cannot be built. We join sprint ceremonies where useful, and deliver in increments that match your release cadence instead of one large drop at the end.
We agree the metric before we start — usually activation rate, time-to-first-value, task completion, or feature adoption. On Kelp Global that was onboarding time and adoption, which moved 40% and 2x respectively. If the metric does not move, that is a design problem we own, not a client problem.
Senior designers, from kickoff to handoff. There are no account managers relaying messages and no junior hand-offs after the pitch. You work directly with the people designing your product — that is the main reason clients stay on retainer with us.
Yes to NDAs as standard. We have worked on fintech and CRM products with regulatory and privacy constraints, and we design to your compliance requirements — including WCAG 2.1 AA accessibility where that is contractually required.
Evaluating design partners? Read our buyer's guide to choosing a product design agency — including when hiring an agency is the wrong call.
Let's look at your product together.
Bring your dashboard or onboarding flow. In 30 minutes we'll tell you where users are dropping and what we'd change first — whether or not you hire us.