CONTEXT
N.Rich is a B2B SaaS platform that provides account‑based marketing and analytics tools for enterprise and mid‑market clients. When I joined the product had grown without any real design process in place. No research, no UX strategy, no usability testing, and no consistent visual language. The interface used multiple styles and product decisions were made without clear metrics or user insights.
KEY RESULTS
Site repeat visits
+35,6%
Total sessions length
+34,4%
Average number of sessions
+40,9%
Comparison Dec 2025 to Dec 2026
CHALLENGES & GOALS
- Move from chaotic development to a structured, data‑driven product design practice
- Establish a scalable design process that includes research and usability testing
- Create a unified design system
- Tie design decisions to measurable product and business outcomes
- Improve the overall UX
- At the same time deliver new features for an actively growing SaaS product
CLIENT
Fast-growing B2B scale-up from Finland
TEAM
- Started in a cross‑functional team (a product manager, front‑end developer, back‑end developer, and QA)
- Later worked two development teams in parallel
- Returned to a team with a product manager, dev team lead, front‑end and back‑end engineers, and QA
- Collaborated with leadership and stakeholders on positioning and feature priorities
- Collaborated closely to marketing team, CSMs, sales
MY ROLE
I worked as the Senior / Lead Product Designer, responsible for end‑to‑end product design. I established the design process, introduced UX research, interviews, and usability testing, and made product decisions guided by metrics in Amplitude. I led the rebranding and platform redesign, created the design system (including complex components like charts and tables), improved the overall UX, and designed several key features (Website Visitors tracking, Progression Analytics, GTM Leader Dashboard and others). I also introduced tools like UserGuiding to support in‑product onboarding. adoption and continuous UX improvement.
OUTCOME
I worked as the Senior / Lead Product Designer, responsible for end‑to‑end product design. I established the design process, introduced UX research, interviews, and usability testing, and made product decisions guided by metrics in Amplitude. I led the rebranding and platform redesign, created the design system (including complex components like charts and tables), improved the overall UX, and designed several key features (Website Visitors tracking, Progression Analytics, GTM Leader Dashboard and others). I also introduced tools like UserGuiding to support in‑product onboarding. adoption and continuous UX improvement.
BOOSTINGENGAGEMENT
Reviewing Amplitude metrics and session replays, I noticed that adoption of previous initiatives and other teams' features was underused. Working on our initiatives I collaborated with my PM to consolidate promotion channels: marketing newsletters, customer success calls, and UserGuiding hotspots. The results of our last feature:126 events (16.5% user adoption) from Dec 21, 2025 (launch day) to Feb 1, 2026.
SWOT ANALYSIS
I performed SWOT analysis on two main competitors.
CUSTOMER CONTEXT BRIEF
Mapping user needs and journey insights
DESIGN SYSTEM
Proven with the most complex charts example:
METRICS TRACKING
I used Amplitude to connect design improvements to clear business outcomes.
Number of sessions per user
Last 90 days (Dec 2025 – Feb 2026)
Same 90 days a year ago (Dec 2024 – Feb 2025)
Total number of sessions
Last 90 days (Nov 2025 – Feb 2026)
Same 90 days a year ago (Nov 2024 – Feb 2025)
TEAM FEEDBACK
What colleagues say about my impact
This project accelerated my growth as a senior designer and a leader.I saw direct impact on key metrics and business performance, taking full ownership while mentoring a middle designer and building a design team (including a marketing designer). Most importantly, it demonstrated design leadership's true power highly praised initiatives both from customers and internal team.
Next project
B2B SaaS for UK immigration and visa compliance
Nation.better
I created the product’s visual concept from scratch, developed the full visual identity and platform, and built design guidelines to support consistent growth of the platform. I designed and tested the whole product experience, and drove the MVP launch that helped the startup win several funding rounds and rapidly build a loyal customer base. When I left, Nation.better had 148 customers, £330k in annual profit, and had achieved self-sustainability.
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Let's keep in touch
elena.1337.mochalova@gmail.com
