Summary
Product and service design across a scalable SaaS platform.
Reduced time-to-value by 36% through improved onboarding and trial adoption.
Reduced average envelope creation time by 27%, improving efficiency and repeat engagement.
Reduced low-value support demand by 18% through embedded self-service support.
Introduced product-led growth initiatives to improve activation and conversion.
Refined product positioning and brand strategy to better align with the target audience.
Simplified core product journeys to reduce friction and improve usability.
Helped evolve a proven product into a more scalable platform experience.
Signable | B2B SaaS
Scaling a SaaS product for growth and enterprise trust.
As Signable continued to scale, the platform needed to evolve into a more cohesive and trustworthy SaaS experience capable of supporting long-term growth.
Working across product, marketing and engineering, I helped improve usability, reduce friction and introduce greater consistency across the customer journey.
The Challenge
As the business grew, the platform was beginning to show signs of fragmentation across both product and customer experience.
Key challenges included:
inconsistent workflows and interface patterns
increasing UX debt as new functionality was introduced
balancing usability improvements with legacy constraints
improving trust and perceived product maturity
creating a more scalable and cohesive experience across the customer journey
The challenge was not simply modernising the interface, but evolving the product into a more operationally effective and enterprise-ready platform without disrupting existing users.
My role
Head of Brand & Design, responsible for:
product experience direction
UX/UI evolution
onboarding and usability improvements
platform consistency
product and marketing alignment
design systems thinking
collaborating with engineering and stakeholders
Key Product Decisions
Simplifying onboarding
The onboarding journey was streamlined to reduce cognitive load and help users reach value more quickly.
Designing for trust
Consistency across product and marketing touchpoints was prioritised to create a more cohesive and trustworthy experience throughout the customer journey.
Incremental evolution over redesign
Rather than redesigning the platform entirely, improvements were introduced progressively to minimise disruption, preserve familiarity and reduce technical risk.
Improving scalability through consistency
Reusable patterns and more consistent interaction models helped reduce friction as the platform continued to evolve.
Scaling Support Through Self-Service
Customer service was a defining strength, but increasing demand risked limiting scalability.
I introduced improvements to self-service support, including:
Embedded help within key product journeys
Improved guidance around common user tasks
Better surfacing of support content
Improving Trial Adoption and Conversion
While sign-ups were strong, deeper engagement and conversion were not being effectively measured or optimised.
I shifted the focus toward meaningful activation:
Defined key activation metrics beyond sign-up
Identified drop-offs in onboarding and early usage
Iterated onboarding flows to accelerate time-to-value
Designing For Scale
As Signable matured, consistency and scalability became increasingly important across the platform experience.
The focus shifted beyond isolated interfaces toward creating a more cohesive product ecosystem — improving usability, reducing friction and introducing reusable patterns that could support future growth more effectively.
Cross-Functional Collaboration
Worked closely with engineering, marketing and internal stakeholders to evolve the platform incrementally while balancing customer needs, technical constraints and commercial priorities.
Optimising the Core Product Experience
The core product experience was simple but contained inefficiencies that became more apparent at scale.
I refined key journeys to:
Reduce friction in document upload and sending
Improve clarity and usability across interactions
Streamline repeat actions for returning users
Outcome
Through a series of iterative improvements across brand, product, and experience, Signable was better positioned to scale:
A more aligned and effective brand presence
Reduced pressure on customer support
Increased visibility and performance across the conversion funnel
A faster, more intuitive core product experience
Reflection
This work reinforced the importance of taking a holistic view of product design, where brand, experience, and performance are deeply interconnected. By balancing user needs with business goals, I was able to help evolve the product meaningfully while preserving the simplicity and personality that made it successful.
