How I build the brand, redesigned B2B SaaS platform & helped in the market fit phase of one of the hottest start ups at the time.
UX Design
UI Design
Overview
Growbots was an early-stage B2B SaaS startup focused on outbound automation and leveraging early A.I. to help sales teams identify prospects, generate outreach campaigns, and automate follow-ups. I joined during a period of fast growth, when the product needed clearer positioning, a consistent brand, and a UX that could scale with new features and clients.
Role
Product & Brand Designer
Years
2015 — 2017
Type
Full Time
Team
CEO, CPO, Head of UX, Frontend & Backend Developers
Tools
Sketch
The Challange
Searching for Clarity
The biggest challenge was the product’s complexity. Early prospect lists, scoring models, campaign flows, and CRM-like features were powerful, but not intuitive for new users. The UI lacked structure, and new teams joining the platform often struggled with onboarding, setting up campaigns, and understanding how the automation worked behind the scenes.
My Role
I was responsible for the full brand, UX, and UI direction across the product. My job was to bring consistency, clarity, and usability to a platform that was evolving quickly. I worked closely with founders and engineers to shape the product experience in a way that matched the company’s ambitions: simple, smart, and automated.
Discovery
Flows & UX
In the discovery phase we focused on creating clear, intuitive user flows for features powered by early A.I. We redesigned key journeys like campaign creation, prospect selection, and performance review to remove friction and make complex automation feel simple. By tightening the UX and aligning flows with real outbound workflows, the product became easier to learn, easier to operate, and far more predictable for sales teams.
Solution
Lighting Up the Product
The solution was a fresh, bright, and easy-to-use UI. I introduced a cleaner visual language, clearer hierarchy, and more consistent components so users could navigate complex automation without feeling overwhelmed. The new interface made the product feel modern, approachable, and far more intuitive, helping both new and experienced teams work faster and with more confidence.
