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

Launched Ascend Payroll Limited.  A premium payroll service with a difference. www.ascendpayroll.co.uk

My History 
After 28 years with Dataplan Payroll was made redundant (by Iris) June 2023. 

Operations Director with almost three decades of experience for a fast paced outsourcing payroll company providing innovative, flexible solutions for businesses serving over 3000 clients paying over 180k employees per month.

October 2021 to June 2023. stepped into MD role managing the business for 170+ employees 3000+ customers payrolls following acquisition by Iris software.

I increased turn over by over £2million in 16 months from October 2021 - June 2023.

Headed up team managing payroll migration from Flexipay Payroll by Advanced onto Iris Staffology platform amongst many other hats I would wear day to day.

Built an Award winning service provider with previous fellow Dataplan Directors and staff during the previous 15 years as Operations Director.

Dataplan team won over 10 national awards for professional services including Payroll Service provider of the year in 2008 and 2013 to name a few.

I’m exceptionally proud to have grown Dataplan over the last 28 years from a team of 5 people to more than 150 in my home town of Grimsby. Along the way changing it from a small payroll business working in the back office at a local accountancy practice to an exceptionally well respected, recognised, and awarded outsourcing business serving clients across every sector and throughout the UK.

Times change though and Iris acquired Dataplan in 2021. Iris will drive Dataplan through the next stage of  it's change.

As for me, having helped to guide the business through the transition into the Iris Software up to June 2023 where I left the business following redundancy.

Then comes Ascend Payroll

You can now contact me on email at stewart@ascend.co.uk

www.ascendpayroll.co.uk

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