Building Solution for Easier Finding, Discovering & Buying (SaaS E-com, B2B)

My Role: UX Strategist & Designer (performance marketing team)

Objective: Optimize SaaS .com pages to increase conversion while maintaining SEO and brand trust.
Key Challenges: Low price transparency, fragmented user flows, lack of value visibility.
Strategy: Design from scratch / Redesign IA, streamline flows, clarify content and pricing, and strengthen brand re-positioning.
Results: Improved conversion efficiency, greater engagement, increased trust through transparent pricing and clearer discovery journey.
Impact: Turned .com into a high-performing acquisition channel.

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Clarification (ReStructuring) + Simplification (Streamlining) + Transformation (Solution Building)

My Role: Principal UX/UI Designer & UX Writer
Objective: Replace paper-based & complex Genetic test ordering with an end-to-end digital process through Allelica SaaS cloud
Key Challenges: Complex manual workflows, Physicians time scarcity, patient privacy concerns, payment barriers

Strategy: Mapped workflows, Digitised test & swab ordering, automated requisition number allocation via APIs, designed/tested payment and reporting flows.
Results: Delivered a smoother & clearer workflow, eliminated pain points
Impact: Transformed Allelica's process into a scalable digital solution, enabling the startup to stay ahead of emerging competitors.

Objective: Implement a scalable ERP HSEC module for proactive risk management.
Key Challenges: Fragmented manual and paper-based workflows, unclear decision-making paths, lack of proactive safety reporting.
Strategy: Conducted cross-functional interviews, defined core flows, designed scalable module, iterated via pilot testing.
Results: Identified and resolved critical UX gaps, improved speed of decision-making.
Impact: Delivered a scalable ERP HSEC module that aligned safety reporting with business goals.