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.

My Contribution

Redesigned Role Management and Impersonation Workflow, Marketing Website Landing Page Redesign.

The Outcome

Reduced roles’ assignment support overhead.
Improved onboarding completion.
Enhanced marketing website experience for the users.

The Problem

Based on the feedback from multiple stakeholders, I identified the following pain points:

My Research Touchpoints

Roles Management: The existing admin console made assigning and editing roles unintuitive, which generated repeated support tickets and slowed down adoption.
Impersonation Workflow: The impersonation workflow had confusing copy and inconsistent patterns, leading to onboarding drop-offs and frustration.
Marketing Website: The marketing website was not clear on the product’s value proposition and was not optimized for conversion.

The Solution

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.

1. Roles Management Redesign

Problem: Admins got confused in assigning roles/permissions.
Solution: I designed a new roles management interface with simplified hierarchy of roles, clearer affordances for assignment, and contextual helper text at every step.
Impact: Admins assign roles with fewer errors and faster.

2. Impersonation Workflow Redesign

Problem: Admins didn’t feel confident they were viewing the right user environment.
Solution: I designed a new impersonation workflow 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.

3. Marketing Website Landing Page Redesign

Problem: The marketing website was not clear on the product’s value proposition and was not optimized for conversion.
Solution: Partnered with CEO to reframe messaging around key values. Designed a modular layout with focused CTAs and value proof points.
Impact: Drove higher engagement.

The Learnings

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.