Building a B2B messaging platform from 0→1
Designed and launched a SaaS experience that enabled businesses to send messages to thousands of recipients at once.
Project Overview
Role: Product Designer
Team: PM · Engineering
Platform: B2B SaaS · Web
Launched: 2019
Impact
0→1 Product Launch
Designed and launched the core B2B messaging experience.
Early Customer Adoption
Gained new business customers within six months of launch.
Product Context
Businesses needed a reliable way to communicate with large groups of customers, employees, or students at once. NX Cloud was building a new U.S. SaaS platform to make high-volume business messaging easier to set up and manage.
User Pain Points
Reducing signup friction
New customers had to provide too much information before they could even experience the product, creating unnecessary friction at the beginning of the journey.
Simplifying a complex product dashboard
The original dashboard exposed multiple products and navigation options at once, making it difficult for new customers to understand where to begin.
Making large-scale messaging simple and safe
Sending a message to thousands of recipients involved multiple decisions—from composing content to scheduling delivery across time zones. The workflow needed to stay simple while preventing costly mistakes.
Key Solutions
1. Lower the barrier to trying the product
Reduce signup to essential information and introduce a lightweight free-trial entry point.
2. Focus the dashboard on the primary use case
Remove unnecessary navigation and prioritize SMS as the main product for the U.S. market.
3. Consolidate messaging into one workflow
Bring message creation and delivery settings into a single experience, while adding controls such as time-zone-aware scheduling.
Design Process
1. Reducing signup friction
Before
The original signup flow asked for too much information upfront.
Design decision
We reduced the required information to the essentials, allowing customers to enter the product faster.
2. Simplifying the product dashboard
The original dashboard exposed the full product portfolio at once, creating unnecessary complexity for customers primarily coming to NX Cloud for SMS.
We simplified navigation and prioritized SMS as the primary entry point, helping new customers understand where to start.
Before
The original signup flow asked for too much information upfront.
After
We reduced the required information to the essentials, allowing customers to enter the product faster.
3. Simplifying the messaging workflow
We explored both multi-step and single-page approaches for sending messages. Testing showed that consolidating the core actions into one page made the workflow easier to understand and reduced unnecessary navigation.
Multi-step workflow
Single-page workflow
Iterate
Designing for real-world delivery constraints
Usability testing revealed that customers often messaged recipients across different time zones. Sending at the wrong local time could create a poor customer experience, so we introduced time-zone-aware scheduling into the sending workflow.
Impact
0→1 Product Launch
Designed the core B2B messaging experience from concept to production.
Simplified Core Workflows
Reduced friction across signup, product navigation, and high-volume message delivery.
Launched in 2019
Established the product foundation for NX Cloud’s U.S. business messaging platform.
Next steps
This product was successful in the market. We want to create other products on this platform.
