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 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.

Simon McCade

Harry Ronchetti

PolyBox.app

PolyBox is a B2B SaaS product for marketing data visualisation and client reporting. My role involves directing product strategy/design, managing the engineering team, and acting as lead engineer.

Head of Product & Technology

WilderTrips

Imagine Google Maps and Excel had a baby. I built WilderTrips to help people plan ambitious road trips. WilderTrips is my passion project for spare time and weekends.

Key activities:

• Designed and built a road trip planning product that scaled to over 8000 users and 600 paying customers
• Selected from over 400 competing applicants to receive £10k grant funding
• Built over 10 features to assist with road trip planning and achieved an average rating of 4.9/5 on Google

Founder

Vizzly

Vizzly was a YC-backed, embedded analytics product for B2B SaaS. My role mainly focused on improving developer experience, quality assurance, and building new ways to visualise data.

Key activities:

• Built over 15 features and enhancements for exporting data, trend forecasting, conditional formatting, aggregating data, and interactive chart-building
• Managed QA and developer relations during a period of exponential growth
• Optimised performance by focusing on memoisation and reducing rerenders
• Conducted roadmap planning sessions and published over 10 NPM releases
• Created 2 new charts for improved data visualisation

Founding Engineer (Acquired)

Startup Support by Harry Ronchetti

I started freelancing to work with ambitious startups. Over 4 years, I refined a process for helping startups improve products as quickly as possible, this usually looked something like:

• Auditing existing user flows (UX Audit, Jobs-to-be-Done, Value Proposition Canvas)
• Mapping new user flows and creating low-fidelity wireframes (Miro)
• Designing interactive prototypes (Figma)
• Building new user flows and launching new digital products (React.js, GCP, Firebase)
• Tracking KPIs and iteratively improving products based on data-driven decisions (Mixpanel)

Freelance Product Designer & Software Engineer

Egg (Edinburgh Gossip Girls) is a marketplace for independent local business discounts. Businesses partner with Egg to list exclusive offers and consumers subscribe to access discounts. 

Key activities:

• Designed and built a consumer product for claiming discounts (Next.js)
• Designed and built a loyalty scheme for customer accounts
• Designed and built a business-facing CMS layer for managing listings (Contentful API)
• Designed and built a bespoke checkout flow (Stripe API)

Product Designer & Software Engineer (Freelance)

PF Nexus

PF Nexus is a renewable energy construction project matchmaking SaaS product. Developers list projects (e.g. wind, solar, geothermal, hydropower) to match with investors.

Key activities:

• Designed and built a matchmaking service
• Designed and built an introduction message management system
• Designed and built a project directory
• Designed and built a project tender system
• Designed and built an email alerting system

Breeze Academy

Breeze Academy is a healthcare training provider focused on online training. NHS and private healthcare workers purchase courses and complete online training and assessments.

Key activities:

• Designed and built a course manager and accreditation flow
• Designed and built a repayment plan checkout (similar to Klarna)
• Designed and built a marketing website focused on acquisition and marketing funnels

Software Engineer (Freelance)

Reclaro

Reclaro is a B2B SaaS product for managing OKRs. Leadership teams create objectives and track progress through task delegation and integrations.

Key activities:

• Audited existing product
• Designed an interactive prototype focused on improving KPIs (e.g. onboarding, task completion)
• Led design ideation workshops

Product Designer (Freelance)

GotTheTest

GotTheTest is a consumer-facing product for managing healthcare records. Users and healthcare providers upload test results for employers to track 'Fit for Work' statuses.

Key activities:

• Designed and built a consumer product for managing COVID test results
• Designed and built an employer portal for tracking COVID Fit for Work statuses
• Designed and built a healthcare clinic portal for uploading PCR test results
• Designed and built a marketing website
• Managed sub-contractors

Home Assist Repairs and Servicing Ltd

Home Assist is a consumer-facing product for new boiler installations. Users answer a series of questions and organise a new boiler installation based on property requirements.

Key activities:

• Designed and built a boiler recommendation and quote management system 
• Designed and built a payment plan checkout with digital signatures
• Designed and built a CRM for new boiler installations 
• Designed and built a marketing website
• Managed sub-contractors

A determined and enthusiastic software engineer with a specialism in data visualisation and B2B SaaS. Has designed and built multiple products in teams and independently. Passionate about user experience and product strategy. Strong interpersonal skills and proven track record aligning stakeholders and improving KPIs.

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The Battle

Simon McCade

Harry Ronchetti

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