SENDX
Redesigned an email platform to boost trial-to-paid conversions by 25%
The results
25% increase in paid conversions
driven by a smoother, more effective first-run experience.
2x growth in mid-market contract value
thanks to clearer UX and more intuitive workflows.
Accelerated product velocity
by building a scalable design system that helped to speed up delivery.
Introduction
SendX is a powerful email marketing platform with features like segmentation, drip campaigns, and workflows. But that power was buried beneath a dense, outdated interface. New users struggled to get started, while existing users ran into friction across core workflows. Usability issues were stalling conversions, slowing growth, and limiting the platform’s potential.
SendX in a nutshell
Challenges
Solutions
Fragmented onboarding and first use
New users struggled with setup, especially when importing contact lists and getting started.
Guided, user-friendly onboarding
A streamlined flow made onboarding faster, easier, and more rewarding.
Inconsistent design slowed development
The lack of consistency made it hard to ship features like drip sequences and pop-up builder.
Design system enabled fast delivery
A shared design foundation helped scale the product with less friction.
Clunky email campaign creation
Setting up a one-off email campaign was slow and full of unnecessary friction.
Streamlined campaign builder
The builder was redesigned to make campaign setup faster and easier.
Unstructured navigation held back growth
The navigation wasn't well considered and made it hard to integrate new product features.
Flexible navigation built for scale
We restructured the navigation to support growth and make new features easier to discover.
Hidden features reduced adoption
Important features were buried and rarely used.
Key features shown at the right time
Relevant features were surfaced contextually in the UI.
Key takeaways
Faster product delivery
A scalable design system helped the team ship new features quicker.
Higher conversion confidence
Improved onboarding UX and core product features to boost user upgrades.
Better feature visibility
Important features were surfaced at the right time in the UI.
Scalable user experience
Navigation and layout now support future growth and features.
"Simon makes the impossible, possible. His work has led to fast product velocity and a 25% increase in paid conversions. The capabilities we built together also doubled our mid-market ACV.
He helped sharpen our product ideas at breakneck speed, worked under constraints, and focused on impact, not just aesthetics. If you need a designer who helps you scale, Simon is the one."
Varun Jain
CTO, Inturact Capital
GET STARTED NOW
Confusing UX is costing you users. Let’s fix that!
I partner with SaaS companies to simplify complex products, so users onboard faster and stick around longer.
Limited availability. Book now before your competitor does.
.png)