UX design & visual system for an enterprise platform
I refreshed the visual identity and redesigned the onboarding experience for Frends — an integration platform as a service (iPaaS) that enables seamless process integration.
Visual Design
Frends product team
User journey benchmark
To inform our approach, I gathered and analyzed onboarding flows from other SaaS platforms. We examined how these platforms introduced their products, guided new users through initial setup, and structured the first-time experience. This benchmarking helped identify best practices and opportunities to make Frends’ trial onboarding more intuitive and engaging.
Improve the current onboarding flow
At the wireframe stage, we mapped the existing trial flow to the onboarding process within the platform hub. This allowed us to identify key pain points, many of which stemmed from UI issues such as inconsistent visuals and weak hierarchy. We also saw missed opportunities to introduce the product’s value early in the experience.
We reviewed these findings with the product team, aligning on priorities before moving into the design phase.
The design
We redesigned the trial experience by simplifying the flow, clarifying messaging, and ensuring users felt supported from the very first click. This work naturally extended to the dashboard, where we found the existing visual assets were misaligned with the intuitive, modern experience we aimed to deliver. To bridge that gap, I created a refreshed visual system — introducing a cohesive set of UI components and pairing them with warmer, more human illustrations that complemented the updated UX.
The new visual system
I evolved Frends’ existing identity—rooted in clean, sharp geometric forms—by adding softer, more human touches. I created a series of custom illustrations that brought warmth and relatability, while preserving the brand’s minimal, modular character.
Each asset was designed for scalability, enabling flexible use across both digital and print touchpoints. The result is a visual system that goes beyond decoration — enhancing usability and delivering a consistent brand story, whether in a trial flow or on a keynote slide.
Outcome
Since launch, the Frends team has continued to iterate on the user experience, extending our enhancements to other parts of the product. The brand team has also adopted the new visual system across internal materials and the redesigned website — giving the brand and product experience a fresh, unified direction.