UI/UX design
B2B & SaaS Product Design
Design for the software which your customers and staff log into, from ordering platforms and portals to dashboards and internal tools.
Five-star reviews from clients on Upwork
What I take on
Six kinds of work, one underlying problem
Every one of these comes down to the same thing, which is that the software has to fit a process which already exists, for people who didn't choose it.
New product surfaces
A first version which has to ship and be usable, with the scope argued down to the parts which the product really depends on.
Legacy portal rebuilds
Modernising software which people depend on every day, with a rollout planned so the team keeps its speed in the first week and keeps its trust in the project.
Dashboards and reporting
Screens built around the question which someone opens them to answer, with the rest of the data one click away.
Ordering and distribution
Order entry, pricing, stock and fulfilment, where I think the real competition is a chat thread at nine at night.
Internal tools
The software which your own staff use all day, which mostly receives the least design attention and returns the most.
Design plus front-end build
On smaller teams I build what I design, so the details in the file reach the working screen intact.
How the work runs
I work out the structure first,
and then I design the screens.
The first two stages decide whether
the last two are worth building.
Four stages / eight to twelve weeks
Stage / 01
Discovery takes one to two weeks, where I watch people use what exists, map the real process including the spreadsheets beside it and agree with you what success is measured in.
Stage / 02
Structure takes two to three weeks, and I draw the flows and states with the ugly cases first, so empty, error, partial and far too much data, and the visual design waits until the structure holds up against real use.
Stage / 03
The interface takes two to three weeks, with high fidelity screens for every state, the component decisions which make the rest of the product cheaper to build and a spec which engineers can work from.
Stage / 04
For the build I either write the front end myself or stay close to the engineers who do, because I think the last ten percent is where a design is most often compromised.
The difference
Software which people depend on every day
Consumer products are judged on whether a new user understands them, but B2B software is judged on whether an experienced user can still hit their numbers on a Tuesday afternoon.
I think that turns most design instincts around, and it shapes the work in four ways.
- Edge cases come attached to your largest accounts
- The workarounds which people built are requirements which nobody wrote down
- A cleaner screen which is three seconds slower is a downgrade
- Permissions and roles decide as much as layout does
What it costs
I quote each project once I've read the brief
I work each quote out from how many workflows and roles the product has and how much your team has already decided, so a short description of the product and the people who use it is enough for me to price it.
Common questions
Before you contact me
How long does B2B product design take?
Discovery takes one to two weeks, the structure two to three and the interface two to three, so a defined workflow takes five to eight weeks, and a product surface with several roles takes considerably longer, because the effort is in the states, the roles and the edge cases, whatever the page count.
What is the difference between B2B and B2C product design?
B2C is judged on whether a new user understands the product, but B2B is judged on whether an experienced user can still hit their numbers on a Tuesday afternoon, and I think that turns most instincts around. Edge cases attach to your largest accounts, the workarounds which people built are requirements which nobody wrote down, and a cleaner screen which is three seconds slower is a downgrade.
Do you work with our existing engineering team?
Yes, and it's the usual case, so I design with whatever your team already uses and stay involved through the build, and on smaller teams which have no front-end developer I build it myself.
Do you do design only, or the front-end build as well?
I do both, so on smaller teams I build what I design, which removes the handoff and protects the last ten percent where a design is most often compromised, and where you already have front-end developers I stay close to them through the build.
Do you need experience in our industry?
What I need is access to the people who have that experience, because what transfers between industries is knowing which questions uncover the hidden complexity, and I think any designer who claims to know your pricing logic on a first call is guessing.
How do timezones work?
I'm on GMT+8, which gives a full overlap with Singapore, Hong Kong and Perth, a two to three hour difference with eastern Australia and an early morning window with the US west coast, and I think a fixed overlap window with every decision kept in writing is enough.
Can we start small?
Yes, an audit is the usual way in, and in a week or two it tells you whether the problem is the design, the engineering or a process which nobody wrote down, which I think is more common than people expect.
Can you design our marketing website as well?
Yes, and I think it helps to have one person on both, because then the site promises what the product delivers. That work is on website design, and I build the site myself in WordPress, Elementor or Webflow.
The thinking behind it
Guides I've written
DashboardsEight UX principles for B2B dashboards
Legacy systemsRedesigning a portal without breaking the workflow
WalkthroughA SaaS dashboard redesign, step by step
CostsWhat B2B and SaaS product design costs
TimelinesHow long MVP design takes
HiringHiring a B2B UI/UX designer in the Philippines
The websiteWebsite design
The buildCustom WordPress and Webflow development
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goodport
A multi-tenant wholesale ordering platform built around the reorder, not the browse.
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Roadcase MVP
A tour budget that survives the routing changing.
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Fathom
From the mill to your needles, in a few taps.
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Throughline
Turn a leadership intent into five minutes of practice a day.
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Bridlepath
Virtual challenges that get riders back in the saddle.
Client reviews
Always built
on trust
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Mike is an absolute star. A great communicator who takes initiative, and has the skills to complete the job well each and every time. He is a fantastic partner in all-things design and development, is a pleasure and easy to communicate with.
Gwyn P. Founder, Sail Digital
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Mike was one of the easiest consultants we have worked with. Good attitude, willing to take on feedback, good designs and willing to please. Will have no hesitation to hire!
Fiona M. Director, CArio
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Mike not only gave us an amazing new website but also gave us time back to focus on growing our SaaS company and the confidence to know that we can leverage their skills again in the future. I unreservedly recommend!
Andrew Former director, shibumi
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Mike helped us design and develop our new website in Webflow. He is very responsive to changes and iterations, and helped find faster ways to implement what we wanted.
Julien R. Founder, Hire Donna
Your product should be the reason your customers stay.
Tell me what the software does, who uses it and where it slows them down, and I'll reply with an honest read on what to fix first, what it would cost and whether I'm the right person to do it.
