Sole UX Designer and Developer
Databowl
Rebuilt a dated lead-operations platform into a clearer, process-led SaaS experience with stronger onboarding and campaign setup.
Project snapshot
Problem
New users needed to configure validation logic, deduplication, and export integrations correctly, but the legacy experience made progression unclear and raised onboarding risk.
Role
Sole UX Designer and Developer
Approach
I reshaped setup-heavy journeys into guided, process-led flows, clarified high-impact configuration steps, and improved the maturity of design handoff and component thinking.
Outcome
Databowl became easier to adopt, clearer to navigate, and more credible as a SaaS platform for agencies and enterprise teams.
Focus
Onboarding architecture, validation flows, lead operations, service design
This project is framed to show the problem, the thinking behind the approach, and the product outcome as quickly as possible.
Solution
Context
Databowl is a SaaS platform for lead validation, cleaning, and management. When I joined in January 2018, it was internally nicknamed the "Grey Beast" because the UI felt dated, inconsistent, and difficult to move through.
Key changes
Reframed onboarding around process
- Redesigned onboarding as structured wizard-style journeys that matched how setup tasks actually needed to happen.
- Made first-campaign setup clearer by guiding users through key decisions in the right order.
Reduced friction in high-impact configuration
- Reworked validation rule setup, deduplication controls, and export integration flows.
- Removed ambiguity from the areas most likely to affect lead quality and downstream outcomes.
Improved design maturity
- Produced journey maps, interactive prototypes, and full developer handoff packages.
- Evolved tooling from UXPin and Axure RP into Figma with more structured component standards.
Kept product direction grounded
- Worked closely with leadership and engineering to keep UX direction practical and buildable.
- Helped turn a complex internal tool into a clearer product experience that could scale with the client base.
Outcomes
- Reduced onboarding churn by improving setup clarity and flow completion.
- Improved confidence in early platform use for agency and enterprise teams.
- Strengthened Databowl's product-market credibility by turning a legacy system into a more mature SaaS experience.
Precise commercial figures are excluded for confidentiality, so this case emphasises the product and workflow improvements that drove the change.
Problem
New users needed to configure validation logic, deduplication, and export integrations correctly, but the legacy experience made progression unclear and raised onboarding risk.
Thinking
I reshaped setup-heavy journeys into guided, process-led flows, clarified high-impact configuration steps, and improved the maturity of design handoff and component thinking.
Gallery
Screens and flows from the shipped product work.
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