I worked at Wazzup from February 2024 to April 2025 as the sole Product Designer, covering UX, UI, and parts of product discovery.  

My role focused on scaling the product by designing new CRM integrations, launching additional messaging channels, and improving usability across a complex ecosystem that included a web app, mobile app, and embedded iFrame interface inside third-party CRMs.

The product faced several strategic UX challenges that directly impacted activation and perception of value.

My first task was adapting the entire interface and design system for an RTL market, which required deep understanding of layout logic, components, and user flows. I completed this work ahead of schedule, allowing me to onboard faster and gain a full product overview.

From a process perspective, design had previously been used mainly for visual execution. I introduced a more product-oriented UX approach, combining analytics review, support data analysis, and user-centric decision making to improve delivery speed and quality.

Visually, the product lacked brand expression and emotional clarity. It felt like a utility rather than a SaaS platform competing for long-term retention. The most critical challenge was improving user onboarding and activation. Registration and first-time setup did not explain product value, while internal empty states provided no guidance, increasing drop-off during early usage.

I approached the redesign as a problem-solving initiative, not a visual update.
First, I analyzed pre-payment support tickets to identify where users failed to understand value or next steps. These insights became the foundation for prioritization.

I then conducted competitive benchmarking and reviewed UX patterns from mature B2B SaaS products. Together with a UX copywriter, we restructured content to make the onboarding clearer, more contextual, and value-driven.

I delivered a structured as-is / to-be proposal, covering registration, first-time setup, internal empty states, and key product flows. After CPO approval, I presented the solution to the executive team, where it was approved in a single iteration.

To strengthen emotional engagement, I introduced mascot-based illustrations for empty, success, and system states, improving clarity and reducing perceived complexity.
Additionally, I contributed to several high-impact features, including group chats, contact blacklists, Viber integration, and in-product message editing eliminating the need to switch to native messenger apps.

I also led RTL adaptation and proactively collaborated with other design teams to ensure consistency between the product and marketing website.

During my time at Wazzup, the product matured both functionally and experientially. While the team lacked strong analytics infrastructure to measure isolated feature impact, overall business indicators user acquisition, revenue, and retention showed steady growth.

The onboarding and redesign initiatives were implemented after my departure, so I cannot share final quantitative results. However, the solutions were aligned with proven SaaS UX principles and approved at the executive level.

In parallel with product delivery, I contributed to the company’s design culture by sharing knowledge internally, speaking about metrics-driven design, accessibility, and scalable UX patterns helping shift design from execution to strategic impact.