UX/UI for SaaS: Designing Subscription-Based Platforms

For SaaS (Software as a Service) platforms, user experience (UX) and user interface (UI) design are critical for onboarding, retention, and overall user engagement. If users find a SaaS platform difficult to navigate or understand, they are less likely to subscribe or continue using the service.

This article explores best practices for UX/UI design in SaaS, focusing on onboarding flows, user retention, and dashboard simplification. It also highlights a case study of a project management tool that improved onboarding UX and increased user adoption.

1. Designing Onboarding Flows for SaaS

1.1 Why Onboarding Matters

• 88 percent of users are less likely to return to a website after a bad user experience.

• User onboarding affects retention rates—a confusing start can lead to early churn.

1.2 Best Practices for SaaS Onboarding

• Keep it simple – Avoid overwhelming new users with too many options.

• Use interactive walkthroughs – Guide users through key features.

• Offer a progress tracker – Show users how far they are in the setup process.

• Enable self-paced learning – Allow users to explore at their own speed.

Example: Slack’s onboarding provides a step-by-step guide, reducing friction for first-time users.

1.3 Personalization in Onboarding

• Ask what the user’s main goal is and customize the experience accordingly.

• Offer templates or presets to speed up the setup process.

Example: Asana asks users what type of projects they manage and suggests relevant templates.

2. Improving User Retention Through Intuitive UI

2.1 Why Retention Matters in SaaS

• Acquiring a new customer is 5 to 7 times more expensive than retaining an existing one.

• A well-designed UI encourages users to engage with the platform regularly.

2.2 Strategies to Improve User Retention

• Reduce friction in navigation – Use a simple menu layout.

• Highlight essential features – Ensure important tools are easily accessible.

• Use tooltips and in-app guidance – Help users discover advanced functionalities.

Example: Trello uses a simple, card-based UI that encourages ongoing user interaction without a steep learning curve.

2.3 Gamification and User Engagement

• Introduce achievement badges or progress bars.

• Send personalized reminders or updates based on user activity.

Example: Duolingo keeps users engaged with streaks and daily reminders, improving retention.

3. Simplifying Complex Dashboards for Better Usability

3.1 Common UX Problems in SaaS Dashboards

• Overloaded with too much information.

• Poorly structured, making it hard to find key functions.

• Lack of customization options for different user needs.

3.2 Best Practices for Simplified Dashboards

• Use a clean, minimalist design – Avoid clutter.

• Prioritize key metrics – Display the most relevant data first.

• Offer customization options – Let users adjust their dashboard layout.

Example: Notion allows users to customize their workspace, ensuring a more personalized experience.

3.3 The Role of Visual Hierarchy

• Use color contrast and spacing to separate sections.

• Highlight important buttons and actions with bold colors.

• Keep navigation consistent across pages.

Example: Google Analytics organizes data into sections, making it easier to understand key metrics.

4. Case Study: How a Project Management Tool Improved UX and Increased User Adoption

The Problem

A project management SaaS platform noticed that:

• New users struggled with onboarding and abandoned the platform early.

• The dashboard was cluttered, leading to low engagement.

• Retention rates were dropping after the first month of use.

UX/UI Fixes Implemented

• Redesigned onboarding with an interactive product tour.

• Simplified the dashboard by prioritizing key tools and removing unnecessary clutter.

• Added a personalized setup wizard to help users tailor the platform to their workflow.

The Results

• User adoption increased by 40 percent as more users completed onboarding.

• Retention rates improved by 30 percent due to a more user-friendly interface.

• Task completion rates increased by 25 percent, indicating better usability.

Conclusion

For SaaS platforms, UX/UI design directly impacts user adoption and retention. By focusing on:

• Seamless onboarding to guide new users efficiently.

• Intuitive navigation to ensure smooth interactions.

• Simple, structured dashboards to enhance usability.

Businesses can improve customer satisfaction, reduce churn, and drive long-term engagement. The case study demonstrates how small UX/UI improvements can lead to significant increases in user retention and adoption.