CONTEXT
Nation.better is a B2B SaaS platform for managing UK immigration and visa compliance. The UK immigration process is complex, time-consuming, and stressful. We wanted to provide a smooth, confusion-free and streamlined experience.
KEY RESULTS
Annual profit
£330,000
Annual profit
Achieved full financialself-sustainability*
*Defined as monthly recurring revenue (MRR) exceeding operational burn rate by 120% for three consecutive months, with zero external funding dependency
CHALLENGES & GOALS
- Simplify UK immigration complexity into an intuitive SaaS platform that reduces time, stress, and errors for businesses
- Accelerate MVP delivery from early concept to market-ready product while balancing rapid iteration with robust quality
- Develop a visual identity, design system and guidelines in a short time
- Create and analyse all user scenarios, conduct interviews and usability tests, take into account technical limitations, quickly reach self-sufficiency
CLIENT
B2B startup from the UK
TEAM
Designer (me), product managers, front-end and back-end developers, sales team
MY ROLE
Built a web app from scratch for three user roles (employer, employee, immigration expert): full research, UI/UX design, user interviews, hypothesis testing, design system creation, and UX evaluation/improvement.Collaborated closely with analysts, devs, and sales, while also crafting all marketing assets including merch, ads, pitch decks, and videos.
I was responsible for the full design circle: from research and ideations to testing implementation and metrics collecting, including developing structure and navigation, producing mockups for all roles and all use scenarios, for everything called user experience.
GENERAL PROCESS
I suggested the process of working between all team members to achieve the fastest and most effective results.
COLLECTING REQUESTSFROM SUPPORT
Every week I read all support requests and fill up the table to find out the most popular requests and have an idea of how people use our product.
RESEARCH PHASE
After receiving a task, I re-read the support, set up goals and describe user flows.
USER FLOW EXAMPLES
UI KIT EXAMPLE
For the first iteration I created simple UI kit, so the dev team can quickly start working on the platfrom.
DESIGN SYSTEM
Later I created master components library. Example of the navigation:
USABILITY TESTING
I described hypotheses, wrote scenarios and questions, created interactive prototypes. After that I emailed candidates and conducted testing.
Product: Candidate Assessment (B2B)
Free eligibility checks for candidates to ensure they meet mandatory criteria (skill level, English proficiency, etc.)
PROBLEM
When businesses began the sponsorship process for overseas hires, many discovered too late that their candidates were not compliant with visa requirements. The challenge was to help employers identify eligibility risks early through a clear, reliable candidate assessment tool.
SOLUTION
I redesigned the assessment flow with:
- A step-by-step guided journey
- Progress indicators and contextual tooltips, clearly showing what’s complete and what’s next
- A unified design system, creating consistency across candidate and admin dashboards
- Co-written with the legal team texts to simplify complex terms and ensure compliance with government regulations
RESULT
- Candidate Assessment guided employers to make informed and compliant decisions from the very start
- Uncertain process became a smooth and data-backed step in their workflow
- HR teams started making decisions and buying our other products faster
Product: Sponsor Licence (B2B)
Businesses must prove they are operating legitimately in the UK, possess compliance capabilities, and have genuine vacancies that meet salary thresholds. Nation.better helps with the entire process to reduce errors and avoid visa rejections.
PROBLEM
A Sponsor Licence allows UK businesses to legally hire skilled workers from outside the UK. Without it, they cannot sponsor visas for international employees. The process is essential but often complicated, and many businesses received refusals from the Home Office.
The main issues were:
- Lack of clarity about eligibility and required documents
- Information scattered across multiple pages, causing users to miss critical steps
- Legal language that intimidated business owners with little compliance experience
- No clear progress tracking, making users unsure whether their application was on the right path
SOLUTION
As a product designer I focused on simplifying complexity and increasing user confidence by:
- Designing a guided application flow, dividing the process into steps
- Introducing progress tracking and status clarity, so businesses always know where they stand
- Co-writing UI text and tooltips with the legal team to ensure compliance with government regulations
RESULT
After the redesign, user testing showed a major boost in clarity and trust. Feedback highlighted that users now felt “guided rather than overwhelmed.”
MARKETING MATERIALS
I created pitch decks, ads, videos, merch, roll ups and other things for sales.
I also created templates for Instagram stories, posts and also for other social media platforms.
And I created site and landing pages we used for promotion and testing.
In 1,5 years our team (me as only designer) managed to create a platform that can help UK based companies get Sponsor Licence, stay compliant and hire migrant workers. At the moment I left Nation.better had 148 customers, that year we made £330k profit and became self-sustaining.
