UX in practice: what UX does in a SaaS company

Dominik, SaaS company founder and long-time partner of ours, tells us how he discovers UX for his product and company

The whole video here

That and more in the current podcast episode

For all product managers, innovation managers and founders of software companies, we especially recommend this episode. Real talk with a successful SaaS founder about UX, mindset, team culture, product strategy and much more in this episode of Software for People!

Practical insight into the world of a SaaS company with Dominik

We like to tell you from our perspective as a UX design agency. Now we thought it was time to bring in a voice that brings a new perspective. Dominik founded his own SaaS company for customs clearance, built it up and sold it last year. For 15 years, he gained experience in how to develop a good product strategy. In the process, he discovered UX design for product development and used it strategically.

We asked him about what you have to pay attention to when you want to launch a new product, a new software.

Customs clearance should not be a nuisance

Dominik also has to admit: Customs clearance is not the most exciting topic and is perceived by many rather as annoying and time-consuming. And this was Dominik's challenge: to make the complicated, annoying topic simple and less annoying so that people enjoy doing this job. And this demand, i.e. the satisfaction of the users, has been there since the foundation in 2006.

How does a UX team develop over the years?

As in most companies, people who exclusively do UX, i.e. UX designers, came much later. Until then, product managers, developers and sales people were the ones who determined features, developed designs and tried to be somewhat responsive to users. Then some UX design students came in, who brought in a clear and structured user focus. As an external agency, we from interfacewerk were also allowed to bring in our expertise after we had met Dominik at the World Usability Day. In addition, there was a technology switch to the Angular Framework. And so UX gradually became part of the development team. Developers no longer had to guess what users wanted and unnecessary features were no longer developed.

"Culture eats strategy for breakfast."

UX design and the processes that go with it have had an impact on the entire company. A UX process brings transparency and calm. With a UX design process, there is also a uniform product strategy, but it is precisely the transparency, the structure and the calm that strengthen the entire corporate culture. Decisions are made on the basis of scientific knowledge and not on gut instinct. And it is precisely this that strengthens the team and corporate culture, encourages employees to try out new things and solve complex problems in this way. The team acts independently and there is room for ideas, innovation and creativity.

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