B2B SaaS product revamp & design system enhancement

Flowbox is a Swedish B2B SaaS company that specializes in user-generated content (UGC) solutions for brands. With operations in 40 countries and partnerships with over 850 global brands, Flowbox plays a pivotal role in enabling businesses to leverage authentic UGC to enhance their marketing strategies and engage audiences more effectively.

The primary goal of this project is to revamp the Flowbox publishing platform, transforming it into a comprehensive solution that streamlines content distribution across all social media channels. This upgrade aims to enhance user experience, improve efficiency in content management, and empower brands to maximize the impact of their UGC.

The product faced significant challenges due to persistent usability issues and inconsistencies in the user experience, which have led to high customer churn and prevented users from migrating to the latest version. Additionally, a knowledge gap within the team and technical misalignments hinder resolving these problems, impacting overall product adoption and user satisfaction.

As the Product Designer, I led the entire product design process from initial discovery to final design execution & QA, collaborating with a geographically distributed cross-functional team.

The key results included:

1. Increased User Satisfaction: The redesign boosted user satisfaction by 83% resulting in reducing customer churn.

2. Enhanced Efficiency: The co-creation of a scalable design system increased product development efficiency by 40%, allowing for faster iteration, knowledge sharing and improved workflow for future projects.