Redesigning a B2B SaaS App for Success

Led a comprehensive redesign of Huggg's B2B gifting platform, addressing low adoption, poor conversion, and weak revenue through user research and data-driven design.

• B2B SaaS
• Gifting
• Conversion
• User Research

Role

Value: Product Designer

Timeline

Value: 2021 to 2024

Platform

Value: Desktop & Mobile Web

Key Result

Value: 4x Purchase Rate

4

Suffix: x

Purchase Rate

120

Suffix: %

Revenue Per User

8

Suffix: s

Load Time (Before)

3

Suffix: x

User Engagement

Huggg's B2B SaaS platform was struggling with low adoption, poor conversion rates, and small basket sizes. Users expected a clean SaaS experience but found an overwhelming e-commerce layout. Technical problems including 8-second load times and frequent bugs further eroded user confidence.

• Users didn't trust the platform. The e-commerce layout felt overwhelming and mismatched expectations
• Core features like budget selection and occasion categories were unclear or unappealing
• Site took around 8 seconds to load, with bugs and errors reducing confidence
• Revenue was weak with slow recurring sales and difficulty building customer loyalty

I led a full redesign using contextual inquiries, buyer journey analysis, stakeholder workshops, and A/B testing to understand pain points and deliver a SaaSified platform.

Bold: SaaSified experience

with a cleaner, more intuitive interface matching B2B user expectations and building trust

Bold: Progressive disclosure

that reveals information at the right moment, reducing overwhelm

Bold: Comprehensive dashboard

with enhanced reports and better order tracking for clear activity overview

Bold: Simplified workflows

with clear feedback, visible CTAs, and fewer steps to completion

Group: Users

Cleaner, intuitive experience with progressive disclosure that built trust and reduced overwhelm

Group: Conversion

4x increase in purchase rate through simplified workflows and clear calls-to-action

Group: Revenue

1.2x increase in revenue per user with stronger recurring sales and customer loyalty

Cta Heading: Read the complete case study

Problem identification process, contextual enquiries, A/B testing, SaaSification strategy, and measurable business outcomes.

Contact Line1: Struggling with adoption and conversion?

Contact Line2: Let's redesign for success.