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ServCraft Audit & Redesign

Redesigning an all-in-one platform for service businesses - removing early friction, guiding users to value faster, and improving conversions and retention.

B2B SAAS

Web & Mobile

SYSTEM DESIGN

Role

Lead Product Designer

Team

Product

External Engineering

External Stakeholders

Date

2022

ServCraft is an all-in-one platform helping service businesses (plumbers, electricians, contractors) manage jobs, invoices, and customer communication.

The Challenge

Despite a solid feature set, the product struggled with:

Low user adoption

Poor free-trial conversion

High early-stage churn

The Goal

Redesign the onboarding and core platform experience to:

Reduce friction for first-time users

Help users reach value faster

Improve trial conversion and retention

My Role

I led the project end-to-end, working closely with ServCraft’s founders and developers.

Auditing the existing product experience

Running user interviews and usability reviews

Defining UX problems and success metrics

Designing a simplified onboarding flow

Redesigning key workflows and navigation

Outcomes

+40%

onboarding completion

-35%

churn within first 3 months

+25%

trial-to-paid conversion

Reduced support tickets related to setup and navigation

A scalable UI foundation for future features

Product Audit

Approach

We conducted an end-to-end product audit to pinpoint where value was breaking down.

Combining qualitative insight with behavioural data helped surface the highest-impact friction points across onboarding, navigation, and core workflows.

Approach

We conducted an end-to-end product audit to pinpoint where value was breaking down.

Combining qualitative insight with behavioural data helped surface the highest-impact friction points across onboarding, navigation, and core workflows.

Approach

We conducted an end-to-end product audit to pinpoint where value was breaking down.

Combining qualitative insight with behavioural data helped surface the highest-impact friction points across onboarding, navigation, and core workflows.

Processes

Competitor Analysis

Personas

Journey Mapping & Psych Score

Heuristic Analysis

Product Analytics Review (Mixpanel - recordings, funnels, event tracking, heatmaps)

Key Insights

Feature discovery was poor.

Onboarding overwhelmed users too early.

Navigation lacked hierarchy and focus.

Core tasks were buried behind secondary actions.

Research & Insights

Approach

Building on the product audit, we focused on understanding why users were dropping off before reaching value.

We combined interviews, usability walkthroughs, and product analytics to validate audit findings and uncover the underlying behavioural drivers.

Approach

Building on the product audit, we focused on understanding why users were dropping off before reaching value.

We combined interviews, usability walkthroughs, and product analytics to validate audit findings and uncover the underlying behavioural drivers.

Approach

Building on the product audit, we focused on understanding why users were dropping off before reaching value.

We combined interviews, usability walkthroughs, and product analytics to validate audit findings and uncover the underlying behavioural drivers.

Key Insights

Users felt overwhelmed before understanding the product’s value.

Core features were difficult to discover without guidance.

Navigation didn’t clearly signal what to do next.

Users lacked confidence they were “doing the right thing” early on.

Users weren’t failing because the product was complex.

They were failing because it didn’t guide them.

Design Direction

We reframed the product around a single question:

“What does a new user need to do first to feel successful?”

3 Key Design Principles

Progressive disclosure over feature dumps.

Clear next steps at every stage.

Prioritise core workflows over edge cases.

Validation & Exploration

We validated the solution through greyscale wireframes focused on structure, flow, and clarity.

Key flows were prototyped, tested with users, and iterated on quickly to resolve friction before moving into high-fidelity UI.

Validation & Exploration

We validated the solution through greyscale wireframes focused on structure, flow, and clarity.

Key flows were prototyped, tested with users, and iterated on quickly to resolve friction before moving into high-fidelity UI.

Validation & Exploration

We validated the solution through greyscale wireframes focused on structure, flow, and clarity.

Key flows were prototyped, tested with users, and iterated on quickly to resolve friction before moving into high-fidelity UI.

Shaping The Solution

Onboarding Redesign

We redesigned onboarding to help users reach their first moment of value faster.

The flow was simplified, progressive, and focused on guiding users through core setup steps without overwhelming them upfront.

Progressive disclosure prioritised.

Instead of explaining the entire product, onboarding now introduces functionality contextually as users complete real tasks.

Progressive disclosure prioritised.

Instead of explaining the entire product, onboarding now introduces functionality contextually as users complete real tasks.

Progressive disclosure prioritised.

Instead of explaining the entire product, onboarding now introduces functionality contextually as users complete real tasks.

Core Platform

The core platform was restructured around daily workflows, not feature depth.

Navigation, dashboards, and key actions were reorganised to prioritise what users need most often and reduce cognitive load.

Core Platform

The core platform was restructured around daily workflows, not feature depth.

Navigation, dashboards, and key actions were reorganised to prioritise what users need most often and reduce cognitive load.

Core Platform

The core platform was restructured around daily workflows, not feature depth.

Navigation, dashboards, and key actions were reorganised to prioritise what users need most often and reduce cognitive load.

Design System & Scalability

We established consistent patterns to improve usability and support future growth.

Reusable components, layout rules, and interaction patterns reduced friction across the product while making it easier for the team to ship new features.

Design System & Scalability

We established consistent patterns to improve usability and support future growth.

Reusable components, layout rules, and interaction patterns reduced friction across the product while making it easier for the team to ship new features.

Design System & Scalability

We established consistent patterns to improve usability and support future growth.

Reusable components, layout rules, and interaction patterns reduced friction across the product while making it easier for the team to ship new features.