Our approach to SaaS design
We design the website and the product as one team, because a trial is lost between the promise the site makes and the first session. A visitor can sign up, look around and leave before reaching the moment of value. In those trials the product is not wrong; the path to its value is too long.
We design the daily workflow for the person doing the same task for the hundredth time, not for how a screen looks in a sales call. We give the admin side the same attention: users, roles, billing and settings are designed, not left to engineers.
We end with one design in which the site makes the promise and the first session is built to keep it. We test it as prototypes with trial-stage users before anything is handed over.