All Work

A case study by Hernando Saieh Diago

B2C SaaS platform helping couples create agreements on relationships, finances, and parenting. Honored with an Indigo Design Award.

Role
Lead Product Designer
Platforms
Web, Mobile
Approach
Design Thinking
Status
Shipped ✓

Act 1 of 5

Overview

Joynup began as a client's idea in its early stages with no design framework, so my job as lead product designer was to give it structure through design thinking, validated user flows and a scalable design system.

Joynup is a B2C SaaS platform that helps couples create agreements on relationships, finances, and parenting. The project was in its early stages, with no existing design framework. The client had an idea but needed a smart and structured product design approach. As the lead product designer, my responsibility was to structure the product experience using a design thinking approach, validate key user flows, and develop a scalable design system.

Act 2 of 5

Defining the Product Vision

I set the UX direction by understanding the audience first, running user research and then mapping personas, site maps and user flows early so the product had a clear structure from scratch.

Established the foundational UX direction by deeply understanding the audience and mapping out the product structure from scratch.

  • Conducted user research to identify audience needs
  • Created personas, site maps, and user flows early in the approach
Defining the Product Vision

Act 3 of 5

Iterating on UI & Simplifying Flows

Registration was comprehensive but so long that users abandoned the platform early, so we trimmed it to the essentials and made it a calm, frictionless flow with a UI that balances legal credibility and a warm tone.

Registration was comprehensive, but took too long and users abandoned the platform early. We decided to trim it down to the essentials so users could access the platform as quickly as possible.

  • Reduced the registration process from a long, multi-step flow to a calm, frictionless experience
  • Designed the UI in a balance between legal credibility and a warm, approachable tone
Simplifying Flows

Act 4 of 5

Aligning with Business Constraints

When budget became a concern I adjusted the scope and prioritized the essential features, keeping every design decision grounded in business goals and user needs.

Kept design decisions grounded in the business reality without sacrificing the user experience.

  • Adjusted the product scope when budget became a concern, prioritizing essential features
  • Ensured all design decisions aligned with business goals and user needs
Business Constraints

Act 5 of 5

Results

We built a lean product from scratch with a validated UX approach, took it from concept to high-fidelity prototypes ready for development, and it was honored with an Indigo Design Award and is still in use today.

  • Lean Product Built from Scratch: Designed a lean product from scratch with a validated UX approach, taking it from concept to high-fidelity prototypes ready for development.
  • Indigo Design Award: Honored by the Indigo Design Awards for excellence in UX and UI design.
  • Live Product: Launched a product that remains in use today, providing couples with structured agreements.
Results

End of the story

Next scene

That was Joynup. Swift Ride is up next, or head back to the full list of work.