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A field guide · SaaS · 7 chapters

Design for SaaS, from seed to Series B.

The site, the signup and the product, designed as one.

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The buyer

Chapter 01 of 07

Knowthe buyerbefore the brief

Fig. 1 · the SaaS company, on a working day

The website buyers decide on, the path to signup and the product they land in, designed by one team so nothing breaks between them, from seed to Series B.

You will know it if
  • You sell software, and the site has to explain it
  • Signups or demos are the number you watch
  • The site and the product no longer look like one company
  • You ship every week, and design is the bottleneck
What the work is judged by
  1. 01

    Visitors who reach pricing and pick a plan

  2. 02

    Signups that reach the product's first value

  3. 03

    Demos seen before anyone talks to sales

What goes wrong

Chapter 02 of 07

6 problemsin almost every SaaS companyand the fixfor each

  1. 01 · the problem

    Buyers reach the pricing page and leave.

    We rebuild the plan table so a buyer can choose in a minute, and answer the questions under it.

  2. 02 · the problem

    The demo is the only way to see the product.

    A product tour cut from real screens, so buyers see it before they talk to sales.

  3. 03 · the problem

    The site looks new. The product looks like 2021.

    One system for both: the product's colors, type and components match the site.

  4. 04 · the problem

    Signup asks for everything up front.

    The form cut to what you need now; the rest is asked once they are in.

  5. 05 · the problem

    Users sign up, look around and never come back.

    A first-run flow that gets them to the moment the product is worth it.

  6. 06 · the problem

    The changelog is busy. Usage is not.

    Announcements in the product and a changelog page that sells what you shipped.

The check-up

Two minutes, a plan back

The agency's noir eight ball, on the case

Which of these is yours?

Tick what sounds familiar, say where the company is, and get a plan back: the fixes in order and the services they take, with their days.

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Stage by stage

Chapter 03 of 07

The workgrowswith the company

01 · Seed

Look like the company you will be

The brand, the site and the first product flows, so the first customers trust what they see.

02 · Series A

Fix where growth leaks

Pricing, onboarding and the product tour: the places growth leaks.

03 · Series B and on

Keep the site and the product in step

A design system, and ProDesign to keep the site and the product shipping together.

How a week runs

Chapter 04 of 07

One week,four steps,one team

  1. 01 · The call

    Tell us what you are building

    A short brief or a call. We learn the product, the priorities and the deadline, then suggest the leanest setup: ProDesign or one scoped project.

  2. 02 · Day 3

    Work starts in three days

    Your Core is set up from your existing brand, the backlog is put in order and the first request is under way.

  3. 03 · In days

    Delivery, in days

    The Engine explores and produces. A senior director chooses, edits and signs off every piece.

  4. 04 · The handover

    Handover, with ownership

    Files, code and accounts are yours, with the source files included.

What it runs on

Chapter 05 of 07

The 6 servicesa SaaS companyasks for most

  1. 01

    SaaS websites

    Web design · 10 days
  2. 02

    Product and UX design

    Product design · 2–4 weeks
  3. 03

    Brand identity

    Branding · 10 days
  4. 04

    Landing pages

    Growth · 5 days
  5. 05

    AI SEO (AEO and GEO)

    Growth · 4 weeks
  6. 06

    Pitch decks and presentations

    Branding · 5 days
Who it is for

Chapter 06 of 07

Yes.

A good fit if
  • You sell software, and the site has to explain it
  • Signups or demos are the number you watch
  • The site and the product no longer look like one company
  • You ship every week, and design is the bottleneck

Not.

Probably not if
  • You need one page and nothing after it
  • You want an agency of forty people and a procurement process
  • You need native mobile engineering first
The team

Handled directly.

One teamfor the wholeSaaS stack

What a SaaS company asks before we start

Do you design the product or only the site?

Both, with one team, so the signup and the first screens match the site.

Can you work with our engineers?

Yes, in Figma and in your repo.

Should our pricing page show prices?

For product-led sales, usually yes. We recommend one before we design it.

How fast can we launch?

A SaaS site is live in ten days; one product flow takes about a week.

An agency, or an in-house designer?

An in-house designer is one discipline; we bring brand, product, web and the build in one team. Many companies have both.

Didn't find what you're looking for?

Tell us what you are building
End of the guide

Tell us what your SaaS company is building.

Send a short brief. We confirm the scope and the date before anything is billed.

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