Billding 24-25
24-25
Reducing onboarding friction and scaling design system in a fast-growing B2B & B2C SaaS platform
UX platform improvement through user insights • Website design • Cross-functional collaboration • Scalable design system • Work in progress (updated Aug 2025)Billding is an Italian startup company that has launched a B2B & B2C utilities optimization platform into the Italian market. As any startup, the company has evolved and grown quickly, and I’ve had the opportunity to participate in these changes, evolving as well my role as a UX designer, and contributing to its growth.
The platform is available in web, iOS and Android for desktop and mobile devices.
What I’ve learned so far...
Within this project I’ve learned alot of who I am as a designer and how I can keep evolving.
Being the only UX designer has led me to mature my role by acquiring more responsibilities,
taking decisions and defend them, own the design aspects of the product, and find methods
to create better collaboration between design and other team areas.
Tools:
Slack - for communication
Figma - for wireframing, design, and dev handoff.
Inspect in browser - to test and understand bugs in code.
Posthog - to understand user interaction with platform
Responsibilities:
UX + research
User Interface design
Design System Management
Platform Audits + testing
a. Onboarding optimization through user insights
Since it’s launch in Spring 2024, the onboarding experience of the platform has changed considerably and continues to evolve. Moving from a B2C platform to a dual-experience between B2B &B2C, understanding user and business requirements has been possible thanks to cross-functional collaboration between product, development, sales, and design.
Cross-functional collaboration has generated changes that create an optimized experience for our users and the sales team, such as differentiating flows according to user type, creating external & internal onboarding experiences, integrating lead conversion and how to do it, and more.
Most recently, product analytics tools have been integrated into the platform and have led to meaningful insights to understand where leads are dropping their self-onboarding and possible reasons why. Creating areas of opportunity to work on and test for the next months.
A simple example is an OTP code tool:
The issue?
Once a user is about to close a contract, they will receive an OTP code via SMS. By using a design system library I implemented into the design a cell-number OTP component, but after running usability tests and talking with members of the Sales team, I understood that the component was not working efficiently and was creating blockers in the experience to finalize a contract registration.
The result?
This insight helped correct the component to a simple (but efficient) input and generated a positive impact where: the OTP is no longer a blocker to close a contract and made the process faster thanks to the copy-paste function.
b. Implementing design systems
The library that was used at the beginning lacked scaling to keep the product consistent to the latest changes. After some work and external counseling, the team decided to acquire a design system to modify and build according to the product’s needs. Some components have been adjusted and others created in order to comply with platform requirements.
Component consistency to latest updates is a key element in maintaining design system libraries. Which is why after validating designs with stakeholders and the dev team, changes are added, published in the library, and updated across files.
There have been improvements in the workflow after conducting component documentation and their interactions in the design system: dev and design have been able to collaborate smoothly and keep consistency across the platform, it has made code implementation faster and efficient, and has been useful to locate UI bugs by running internal platform tests and correct them.
c. Landing Page
The landing page has been done to target two different users: business owners and private users. There have been several changes done through time to it, changing layouts and elements whenever there are updates in the platform such as features or UI changes.Designing the landing page has been a creative challenge that I welcome, since it uses not only the technical UX/UI side of design but also my graphic design background. It is also a great way to keep up-to-date with website design trends and see where we can implement and innovate according to the product.
You can visit the live site here.