A SaaS platform for hosting
providers and resellers.
A SaaS platform for hosting
providers and resellers.
A SaaS platform for hosting providers and resellers.
When I joined Upmind as the first designer, the product was already live and feature-rich — but fragmented. There was no design system, inconsistent visual language, and a user experience shaped more by engineering speed than UX intent.
When I joined Upmind as the first designer, the product was already live and feature-rich — but fragmented. There was no design system, inconsistent visual language, and a user experience shaped more by engineering speed than UX intent.
When I joined Upmind as the first designer, the product was already live and feature-rich — but fragmented. There was no design system, inconsistent visual language, and a user experience shaped more by engineering speed than UX intent.
My challenge was to bring order, clarity and scalability to a growing SaaS platform used by thousands of global hosting providers — without disrupting live customers.
My challenge was to bring order, clarity and scalability to a growing SaaS platform used by thousands of global hosting providers — without disrupting live customers.
My challenge was to bring order, clarity and scalability to a growing SaaS platform used by thousands of global hosting providers — without disrupting live customers.
Together, these changes formed a more stable product foundation and a shared design language that continues to support new releases.
I started by auditing existing patterns and mapping key user journeys to identify friction points. This led to three key areas of work:
I started by auditing existing patterns and mapping key user journeys to identify friction points. This led to three key areas of work:
Design system
Design system
I built UpmindUI, a scalable design system defining core components and foundations. It unified visuals and cut delivery time for new features by around 40%.
Workflow Simplification
Workflow Simplification
I streamlined the most complex paths, such as checkout and onboarding. The redesigned checkout flow reduced steps by a third and led to noticeably fewer drop-offs.
Visual & Structural Consistency
Visual & Structural Consistency
Reorganised navigation and interface hierarchy so pages shared a coherent logic and layout.
I started by auditing existing patterns and mapping key user journeys to identify friction points. This led to three key areas of work:
Design system
I built UpmindUI, a scalable design system defining core components and foundations. It unified visuals and cut delivery time for new features by around 40%.
Workflow Simplification
I streamlined the most complex paths, such as checkout and onboarding. The redesigned checkout flow reduced steps by a third and led to noticeably fewer drop-offs.
Visual & Structural Consistency
Reorganised navigation and interface hierarchy so pages shared a coherent logic and layout.
Together, these changes formed a more stable product foundation and a shared design language that continues to support new releases.
Together, these changes formed a more stable product foundation and a shared design language that continues to support new releases.
The visual redesign and design system rollout gave Upmind a cohesive identity and foundation for long-term product scaling.
The visual redesign and design system rollout gave Upmind a cohesive identity and foundation for long-term product scaling.
The visual redesign and design system rollout gave Upmind a cohesive identity and foundation for long-term product scaling.
Faster delivery
Faster delivery
Faster delivery
New features shipped ~40% faster after introducing UpmindUI
New features shipped ~40% faster after introducing UpmindUI
Improved conversion
Improved conversion
Improved conversion
Redesigned checkout led to a significant reduction in drop-offs
Redesigned checkout led to a significant reduction in drop-offs
Unified experience
Unified experience
Unified experience
Consistent design language across all modules improved usability and brand clarity
Consistent design language across all modules improved usability and brand clarity
Let's talk
Let's talk