Scope

Redesign and evolve a SaaS platform for automated SEO and digital marketing management. The goal was to modernize the product experience for agencies and SMB clients, improve campaign transparency, and make complex analytics more accessible through intuitive dashboards and modular UI patterns.

Process

Conducted user research and interviews with marketing teams to understand workflow pain points in campaign setup and reporting. Created a scalable design system with reusable components for ads, backlinks, and ranking analytics. Designed multi-layer dashboards, real-time performance tracking, and UX flows for task automation. Collaborated closely with developers via Redmine, Jira and Confluence, ensuring design-to-dev accuracy and consistent UI behavior across web modules.

Impact

• Streamlined campaign setup, reducing user time-on-task by 25%

• Significant growth in MRR and ARR after redesign

• NPS +30%, driven by improved usability and clarity

• Delivered a unified design system now used across all new WebEffector tools

• Strengthened brand perception with a consistent, data-driven interface for SEO professionals

• 2nd place in Russian Internet rating (2011)

WebEffector