/ Omnitend
Omnitend - Lead Product Designer
Sales and inventory software for SMEs
2022 - 2023 | Startup · Retail · SaaS
Omnitend is a SaaS platform for SMEs, blending hardware and software to streamline retail operations. I joined during a strategic pivot to unify their fragmented tools into a cohesive product. As Product Designer and UX Lead, I delivered a full interface redesign, created a scalable design system, and improved onboarding conversion by 30%. My role bridged design, product, and go-to-market - helping position the platform for long-term adoption and growth.
Omnitend was evolving into a subscription-based SaaS platform. The existing UX lacked consistency, and onboarding was confusing for new users, leading to drop-off during trials. Internally, there was no design system, limited documentation, and a disconnect between the brand and product.
The challenge was to deliver a coherent user experience that could scale, clarify the value proposition for a changing and saturated market, and support product-led growth.
I joined as Lead Product Designer to unify the product experience, drive onboarding improvements, and lay the foundation for future growth.
UX Ownership: Led full UX and visual redesign across the product, onboarding, and sales tools.
Design System: Created a reusable UI system to unify product visuals and reduce dev friction.
Brand & Positioning: Aligned the product with updated brand strategy, marketing redesign, and defined GTM messaging.
User Onboarding: Simplified setup flows and built educational UI for a smoother rollout of sales tools.
Delivery Partnership: Collaborated with the founding team and front-end dev to move fast without sacrificing polish.
To drive adoption and support Omnitend’s growth. I led a full-cycle design process, from early discovery through delivery - with a focus on usability, accessibility, and system scalability.
Approach
UX audit & journey mapping → Stakeholder alignment → Product redesign → Design system build → Accessibility review → Brand & marketing refresh → GTM strategy → Developed internal docs
Increased trial activation and onboarding completion by 30%
Delivered a WCAG 2.1–compliant design system used across web and app
Developed value comms and product visuals to support go-to-market strategy
Strengthened customers communications through clearer UX positioning
Positioned Omnitend for future product-led growth via strategic messaging map
This project sharpened my ability to lead redesigns in fast-moving environments where market saturation plays into strong positioning - That UX decisions are tied directly to commercial outcomes or strength of branding. It reinforced the need to scale design with systems, not one-offs, and demonstrated the power of product thinking in shaping brand trust and user confidence.
Some of the tools and methods I relied on to design and deliver for this role
Figma – Led the interface redesign and built a WCAG-compliant design system for a unified SaaS platform.
Attio - Organised customer profiles and ICP insights to inform GTM strategy and brand positioning
Storybook – Documented and validated components to ensure consistent front-end implementation with engineering.
Framer - Built the marketing website and prototyped onboarding flows to validate UX decisions and speed up stakeholder alignment.
Hotjar – Analysed onboarding drop-offs and user flows to guide UX iterations and boost activation.
Notion – Created product specs, documentation, and internal playbooks to support customers.