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

Kohl's

Product Designer

Starbucks

Senior Product Designer

Providing design consultancy work for B2B SaaS start-ups and small businesses.

UX/Product Design Freelance Consultant 

DISCO

•Led end-to-end research and design of new DISCO features, which reduced customer data delivery time by 80%.

•Delivered feature initiative by developing user flows, prototyping, and wireframing to improve security and significantly shorten file-sharing from hours to seconds.

•Independently researched and defined best practices and standards for design to developer handoff.

•Co-faciliated jobs-to-be-done and design sprint workshops that led to faster feature prioritization.

•Collaborated with the design system team to improve existing component capabilities.

University of New Orleans

Instructor, Certificate in UX Design

KeyString Labs @ Entergy

•Led a 2-person product design team to research, design, and launch Entergy's first solar service, which increased sign-ups by 200% within 4 months.

•Spearheaded UX vision and processes for the innovation lab, incorporating it into the org's innovation process to research, test, and validate new products/services.

•Researched, designed, and built KeyString Labs' website to increase the labs' partnerships and recruiting capabilities.

•Evangelized design and branding processes through leading innovation workshops and stakeholder and executive presentations.

•Designed and created style guides for 3 different projects based on accessibility, customer research, and brand principles.

Lead Product Designer @ Keystring Labs

Baker Hughes, a GE company

•Led a 3-person design team in an agile environment to design and launch a $30M industrial enterprise app in collaboration with development and product management. 

•Developed lean UX process for 3 core features of an enterprise app, helping the client improve from 92% to 96% situational awareness. Reduced iteration/testing process.

•Spearheaded BHGE's first-ever design sprint, resulting in months of saved effort and a structured roadmap for our team.

Staff UX Interaction Designer

Leviton Security & Automation (HAI by Leviton)

•Researched and designed 3 mobile and desktop smart home and automation apps for customers to help reduce their energy use and business expenses.
•Lumina Gateway cloud application redesign led to the acquisition of top restaurant and retail clients (Raising Cane's Fried Chicken and Goodwill)  and product relaunch.

Designer, User Experience

SFCD

Led customer management and engagement for website designs and mobile application projects. Developed, managed and executed project plans with design & development teams. Initial field research, requirements definition and design proposals led to securing fulltime contract with Viventium Software.

UX & Project Manager

Design Complex

Design partner focused on prospective client research, prototyping and design for mobile telecommunications billing and management applications. Managed and delivered a variety of corporate website designs and UI redesign of white-label billing software. Created and collaborated on front-end strategy documentation for mobile carriers and their on-boarding partners

Design Partner

Product Designer | Enterprise

I am a UX/Product Designer with 10 years of experience designing apps for companies including GE, DISCO, Leviton, and Entergy. My expertise lies in helping teams turn product and feature ideas into valuable solutions through research, prototyping, and interaction design.

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The Battle

Simon McCade

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