Role: UX/UI Designer
Tools: Figma, Jira, Google Suite
Duration: 3 months
Industry: Health/Fitness/B2B SaaS
JetSweat
Designed free trial experience, dashboard and CMS, enabling 75% reduction in manual processes
Product-led growth strategy in resource-constrained startup
At a glance
Key outcomes and visual highlights
The design solutions delivered measurable business impact while establishing a foundation for sustainable growth.
1
I redesigned JetSweat's dashboard and created a trial experience to help them become product-led growth company. This reduced manual work by 75% and increased sign-ups by 25%. The solutions freed up the operations team to focus on growth instead of manual processes.
Key metrics:
75%
reduction in manual website setup time
25%
increased sign-ups
Improved
dashboard usability for faster decisions
Visual highlights:
Dashboard
CMS
The challenge
JetSweat wanted to become a product-led growth company but manual work was getting in the way
Early-stage B2B SaaS platform for fitness studios faced dual challenges preventing sustainable growth.
2
Some numbers
These metrics highlighted the core problems preventing growth:
Zero
Self-serve
trial options
100%
Sales involvement required
3 hr
Manual website setup per customer
Two key challenges
JetSweat had two problems that blocked their growth. These issues created a cycle: manual work consumed the time needed to be spent on business development.
Manual setup take time
Less sales focus
More manual work needed
Slower growth
The Problem Cycle
Challenge 01
No way to try before buying
How might we enable studios to evaluate the platform independently without requiring team involvement?
Challenge 02
Time consuming manual setup
How might we reduce the 3 hours of manual setup work required for each new customer?
Project constraints
Working within startup realities required strategic prioritization:
3
month timeline
No existing
users to interview
Limited
research
budget
Dual business impact
needed
Startup constraints required strategic approach focusing on both customer acquisition and operational efficiency
Success criteria
Defining what success looked like:
Free trial experience enabling studios to test platform independently
Improved dashboard design enhancing user experience
Self-serve website builder CMS reducing manual setup time
PLG foundation supporting sustainable growth
My approach
Strategic approach combining competitive research with UX expertise to solve both customer acquisition and operational challenges
Focused on identifying proven patterns and applying user-centered design principles to create scalable solutions.
3
Research & discovery
Understanding product-led growth best practices through competitive analysis
Analyzed 9 established platforms to understand common approaches to customer acquisition and user onboarding. With no existing users to interview, competitive research became the foundation for identifying proven patterns.
Consistent patterns observed:
Progressive information gathering reduces cognitive load
Personal touches improve user confidence in B2B contexts
Clear value communication and next steps reduce friction
Platform assessment
Evaluating current user experience to identify improvement opportunities
Conducted heuristic evaluation of the existing dashboard, collaborating closely with the founder and product manager to understand business priorities and user pain points.
UX challenges identified:
Dense, overwhelming dashboard interface with poor information hierarchy
No standardized onboarding flow for new trial users
75% of support requests about initial platform setup
Design Strategy
User-centered approach to solving both challenges
Key design goals:
Redesign dashboard with clear hierarchy and prioritized metrics
Reduce cognitive load through progressive disclosure in onboarding
Design self-service CMS to reduce operational burden
Build user confidence with clear guidance and feedback
Visual solutions
The design solutions that solved both acquisition and operational challenges
Created simple, user-friendly experiences that helped customers try the platform and reduced manual work for the team.
4
Dashboard redesign
Making complex data easy to use
The old dashboard was cluttered and hard to scan. Through heuristic evaluation, I identified key usability issues and redesigned it as an operational dashboard for quick daily decisions.
Key usability issues found:
Poor visual hierarchy
Important metrics buried in navigation
Complex navigation
Too menu items and unclear organization
Information overload
Dense interface overwhelming users
Why this approach?
People scan dashboards top-left to bottom-right. Good dashboard design prioritizes the most important information in users' natural viewing patterns.
F-shaped Reading Pattern
1
3
5
4
2
Key improvements
Visual Hierarchy
Information Architecture
Cognitive Load
No clear scanning hierarchy - key metrics lack visual prominence
Revenue data fragmented and lacking context
Too many menu items and unclear organization
Original dashboard
Key metrics positioned for natural left-to-right scanning
Revenue consolidated with chart and breakdown for better insights
Streamlined navigation with quick actions at top
Dashboard redesign
Visual hierarchy improvements
Key metrics positioned for natural scanning - top row follows left-to-right viewing pattern
Revenue section enhanced - added chart, trends, and breakdown for better insights
Time filter controls added -
Quick period switching for different data views
Trend indicators on all metrics - Clear up/down arrows with percentages
Information Architecture improvements
Dashboard layout restructured -
Main content area organized with clear sections and flow
Data relationships clarified - Related information grouped logically
Content hierarchy established - Most important information positioned prominently
Navigation sidebar reorganized
Reordered items by importance and frequency of use
Added user profile section with photo personalization
Clearer groupings and headings for better findability
Cognitive load improvements
Consistent visual patterns - Unified card design and styling throughout
Improved white space - Cleaner spacing between elements for easier scanning
Simplified data presentation - Complex information made more digestible
Color consistency applied - Standardized color usage for better predictability
Typography hierarchy clarified - Consistent text sizing and weights
Free trial experience
Designed from scratch to enable product-led growth
JetSweat wanted to become a product-led growth company but studios had no way to try the platform first. I designed a complete trial experience that helps users feel confident while reducing manual work for the team.
Onboarding flow
A 5-step flow that guides studio owners through trial signup, gathering essential information while building confidence in the platform.
Two key steps show the progressive approach: starting with simple confidence-building questions before introducing complex decisions.
Step 1: Building confidence
Simple question
Easy entry point builds user confidence
Minimal cognitive load
Single question reduces abandonment risk
Personal touch
Conversational tone builds trust
Step 4: Increasing complexity
Multiple options
Complex choices introduced after trust is built
Progressive disclosure
Advanced features revealed when users are committed
Self-serve CMS
Enabling studios to create professional sites independently
Designed an intuitive CMS that allows studio owners to build their own websites without technical expertise, eliminating the 3 hours of manual work previously required from the operations team for each new customer.
Simple form fields
Intuitive content editing without technical complexity
Professional output
Studio-quality results without design expertise
Logical sections
Clear information hierarchy guides users through setup
Drag and drop uploads
Familiar interactions reduce learning curve
Visual reference
Template helps users understand how their content translates to the final site
Operational efficiency:
Addressing Challenge 02: Time consuming manual setup
Solutions that freed the operations team from manual website building, allowing them to focus on business development.
75%
reduction in manual website setup time
3 hr
Saved per customer from manual work
Improved
Dashboard usability for faster decisions
Product-led growth foundation
Addressing Challenge 01: No way to try before buying
Solutions that enabled studios to evaluate and access the platform independently, reducing dependency on team involvement.
25%
Increase in
platform sign-ups
Complete trial experience
Studios can
evaluate platform independently
Self-serve capabilities
Reduced dependency
on the team
Professional output
Quality results without expertise
Stakeholder feedback
“The new dashboard is so much cleaner and easier to scan. Users can see important metrics at a glance instead of hunting through menus."
Operations Manager
JetSweat
“
"The CMS solution was exactly what we needed. Studios can now build professional sites themselves, which frees up our team to focus on growth."
Founder/CEO
JetSweat
“
Outcomes and impact
Measurable results that enabled sustainable growth
The design solutions delivered measurable business value and established a foundation for sustainable growth.
5
Reflection
Measurable results that enabled sustainable growth
This reinforced how competitive research can help make smart design decisions when resources are limited.
6
What I learned:
Team collaboration is everything - The founder and operations manager had insights about the business that shaped the design decisions
Constraints help you focus - Having limited time made me work on the most important stuff first
Simple changes work - Small improvements like better onboarding and cleaner dashboards made a real difference to the business
What I'd do differently:
If I had more time and opportunity, I would have talked to studio owners to test the onboarding flow and sought feedback on the dashboard changes. That would have made me more confident about the decisions and maybe taught me things I missed.
Project outcome:
I handed off solutions that gave JetSweat the PLG foundation they needed to scale independently.