From feedback chaos to structured flow.
A full UX redesign of the core publishing feature for a B2B SaaS platform — used by Fortune 500 companies and large enterprise teams across Europe. Built on 30 real user interviews. Shipped in a lean product trio.
20%
less Churn Rate
30
User Interviews & Testing
+10
Features Shipped
“Showed extraordinary initiative — especially in user research and deriving product improvements. The ability to balance user needs with business goals consistently led to excellent results. ”
D.A.
CEO of S.H.
B2B SaaS · Enterprise Software
Figma · Miro
Dual Track Scrum · Double Diamond
Challenge
A leading European B2B SaaS platform — used by major enterprise clients for content management at scale — was hitting a wall.
As teams grew, their core feature started breaking down. Approvals happened over email. Feedback got lost. Nobody knew who was responsible for what. The bigger the team, the worse the chaos.
The product was solid. The collaboration experience wasn't.
The Approach
As the sole Product Designer in a product trio alongside the Product Owner and Dev Lead:
30 structured user interviews with customers, the support team and senior leadership
End-to-end User Journey Mapping
Pain Point Analysis — unclear responsibilities, waiting times, redundant approval loops identified
Core insight: users didn't need more features. They needed structure.
What We Did
Designed a fully flexible Approval Process with custom rules, hierarchies and absence backups
Built an integrated Kanban Idea Board — replacing external tools like Asana and Trello
Integrated performance analytics directly into the publishing flow
Full UI redesign of the core feature
Improved onboarding — directly responsible for the 20% churn reduction
All features validated through iterative user testing before dev handoff
Conclusion
The best UX work is invisible. After launch, users stopped talking about the Approval Process — because it just worked. That silence is the goal.