Designing Clarity: Simplifying roles management, messaging and marketing experience.
My Role: Mid-level Product Designer, Userhub
Team: Me, 1 Front-end Engineer, 1 Back-end Engineer, 1 Product Manager
Timeline: Mar - May 2025
Contribution: Redesign Role Management and Impersonation Workflow, Marketing Website Landing Page Redesign
Project Overview
CHAPTER 0: OVERVIEW
Userhub is a SaaS platform that helps startups and growth-stage companies manage users, pricing plans, and subscriptions. The team noticed friction points in role management, onboarding, and how value propositions were communicated on the marketing site. I partnered with product and engineering to improve these experiences, focusing on reducing roles’ assignment support overhead, improving onboarding completion, and clarifying the product’s value for potential customers.
Key Challenges
Roles Management – The existing admin console made assigning and editing roles unintuitive, which generated repeated support tickets and slowed down adoption.
Impersonation & Sign-in Modals – The modals had confusing copy and inconsistent patterns, leading to onboarding drop-offs and frustration.
Marketing Website – The landing page didn’t clearly communicate how Userhub’s pricing plan management solved problems for SaaS startups, resulting in weak conversion.
CHAPTER 1: THE PROBLEM
To design effective solutions, I quickly ramped up on how APIs and webhooks functioned behind the scenes so that I could write accurate, context-aware copy for the admin experience.
I conducted deep research into best practices for developer-facing tools, closely studying leading platforms like Stripe, Maxio, Zuora, Paddle, WorkOS, and Auth0. This helped me understand industry standards and identify opportunities where Userhub could stand out.
Roles Management Redesign
Problem: Admins got confused in assigning roles/permissions.
Solution: Simplified the hierarchy of roles, added clearer affordances for assignment, and introduced contextual help.
Impact: Admins assign roles with fewer errors.
CHAPTER 2: DESIGN SOLUTIONS & IMPACT
(Click on image to enlarge)
2. Impersonation & Sign-in Modals
Problem: Admins didn’t feel confident they were viewing the right user environment.
Solution: Redesigned modal hierarchy with clearer labels and confirmation states. For sign-in, rewrote error messages in plain language and aligned UI with the product’s system design.
Impact: Improve onboarding completion rate, and impersonation actions require fewer clarifications.
(Click on image to enlarge)
Marketing Website Landing Page
Problem: Content and layout were generic, not speaking to the SaaS startup audience.
Solution: Partnered with CEO to reframe messaging around key values. Designed a modular layout with focused CTAs and value proof points.
Impact: Drive higher engagement.
(Click on image to enlarge)
CHAPTER 3: LEARNING
My Learnings
Small UX refinements (like error copy) can have disproportionate impact on user confidence.
Designing admin tools requires a balance of clarity and flexibility to reduce reliance on support.