How I simplified a technical SaaS product and increased MAU and revenue
DMDLog is a tool for the transportation of hazardous material. They had an old heavy client and wanted to switch to a SaaS model to attract new customers
My roles
UI
UX
Prototyping
Key outcomes
Traffic increased 40%
Revenue increased 30%
Key issues
Outdated interface
Complex workflows with separate windows
High friction in daily operations
A revamp was never attempted since it required an extensive thinking process and understanding of the industry's challenges
Getting the redesign wrong could cause regulatory issues and potentially lawsuits leading to bankruptcy
What I did
Sat down with the team to understand the industry and their challenges
Rebuilt navigation structure with the team
Simplified daily actions
Modernized UI components
Improved clarity of core workflows
Impact
Traffic increased by 40%
Higher revenue from better usability
Teams reported the product became “much easier and faster to use”