We treated it as a transformation, not a reskin. Premium SaaS polish on the surface, but with hard structural choices underneath so the product could scale.
We worked closely with the founders, CTO, and dev team from the start, shaping both product and brand direction in parallel so the new name and the new experience landed as one story.
A key constraint became the strategy. We rebuilt key areas around the existing URL structure, then used site architecture work and full-page audits to rework layout, flows, and hierarchy, keeping SEO equity intact while modernising the platform.
Every screen was designed with three goals in mind: more speed and depth for power users, less friction for new users, and a clearer value gap between free and premium tiers so upgrading feels obvious.