Briton — A Scalable SaaS Website for Growth

Industry: SaaS
Platform: Web
Role: Lead Product Designer

Summary:
Briton is a SaaS platform designed to help users understand, adopt, and benefit from a digital product offering. As Lead Product Designer, I led the design of the marketing website, focusing on clear product positioning, intuitive navigation, and conversion-driven UX.

2. Problem

The existing website struggled with:

• Unclear value proposition

• Poor information hierarchy

• Low engagement and conversion

From a business standpoint:

• Users didn’t immediately understand the product

• High bounce rates

• Weak lead conversion

Goal:
Design a SaaS website that clearly communicates value, guides users through the product offering, and supports business growth through improved engagement and conversion.

3. My Role & Responsibilities

As the Lead Product Designer, I:

• Defined the website UX and content structure

• Collaborated with stakeholders to clarify product messaging

• Designed wireframes and high-fidelity UI in Figma

• Ensured responsive design across devices

• Aligned visual design decisions with brand and business goals

4. Research & Strategy

Research Activities

• Competitive analysis of SaaS websites in similar markets

• Content audits to identify messaging gaps

• UX evaluation of user journeys and drop-off points

Key Insights

• Users decide whether to stay within the first few seconds

• Clear messaging outperforms complex visuals

• Strong CTAs improve conversion more than additional features

This led to a clarity-first, conversion-driven strategy.

5. Key Design Decisions

1. Clear Value Proposition Above the Fold

• Crafted concise messaging explaining what Bolu does and who it’s for

• Supported with visual hierarchy and whitespace

Why it mattered:
Immediate clarity reduced bounce and improved engagement.

2. Structured Information Architecture

• Grouped content logically to guide users through the product story

• Designed intuitive navigation for quick scanning

Why it mattered:
Users could easily find relevant information without friction.

3. Conversion-Focused Layout

• Designed prominent CTAs at key decision points

• Balanced visuals with readability to avoid distraction

Why it mattered:
The site supported business goals, not just aesthetics.

6. Outcome & Impact

Results after launch included:

• Improved user engagement

• Increased time on site

• Higher lead conversion rates

(Based on post-launch evaluation and usability feedback.)

7. Reflection

This project reinforced the importance of:

• UX writing and content hierarchy in SaaS products

• Designing marketing websites as products, not just pages

• Aligning visual design with measurable business outcomes

Future improvements would include A/B testing messaging and CTA placement.