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Product Experience & Activation
How I built a full-funnel acquisition system for a technical SaaS product nobody had heard of
What this covers
User-centered Design
Wireframing
Responsive Design
Motion Design
View the app
The challenge
Ellipsis Drive was three years old when I joined. The product had been built by engineers solving hard technical problems, and the interface showed it. The Balance page existed because it had to, not because anyone had designed it.
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There was no information hierarchy, no clear task flow, and no visual logic that told a user what to do next. It wasn't broken. It just hadn't been thought about. For a SaaS product asking users to enter payment details and commit to a plan, that's a problem.
The impact
Users responded positively after the redesign, describing the page as noticeably easier to use. For a billing page, that's exactly the result you want: nobody should have to think twice about where their money is going.
THE BEFORE
Billing buried in the sidebar. No hierarchy, no clear task flow.
THE AFTER
Balance leads. Card status visible. Plan summary readable at a glance. One job per section.
The Process
I started with session recordings before touching anything in Figma. Watching real users interact with the page made the problems obvious fast. They hesitated at the storage widget, which had nothing to do with billing. They missed the balance figure because it had no visual weight. The plan comparison was there, but buried.
The Process
The redesign had three clear goals: ‍
Isolate the billing context
Scan the most important information easily
Make the upgrade path obvious without being pushy
Before Coupling the credit card
After Coupling the credit card
The Pricing page
The original pricing page was built inside the app by a developer. Three plan columns, a feature list, and a modal for storage selection. No visual hierarchy, no clear recommended option, nothing to guide a user toward a decision.
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The redesign turned it into a proper conversion page. The three pricing tiers now have visual weight, with Pro elevated as the recommended plan. A full feature comparison table lets users see exactly what they're getting at each level. The pricing calculator was a new addition, letting users set their own storage and processing needs and see the cost update in real time. The page was also designed responsively from the start.
THE BEFORE
THE AFTER
Pricing page designs
What I'd Do Differently
I had session recordings but no structured user interviews. The redesign was driven by observation, which was enough to fix the obvious problems. Given more time, I'd have tested the upgrade flow specifically: does the plan comparison table actually move people toward a decision, or does it create new questions? That's the one thing I can't answer from recordings alone.

Want to create something together?

Whether you have a project in mind or want to discuss design trends, I'm here to listen and collaborate. Feel free to reach out!