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Field notes on B2B SaaS design.
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Designing for Enterprise Buyers: The Trust Signals Every SaaS Page Needs
Enterprise buyers scan for trust before they scan for features. Here are the design patterns that consistently signal credibility to a procurement-grade audience.
Read articleAnnotated Screenshots vs Diagrams: When to Use Each
Screenshots prove the product exists. Diagrams explain how it fits. Mixing them without intent creates mush.
Read articleBefore/After Visuals in B2B SaaS (Without the Cheese)
Before/after is a powerful pattern — and an easy way to look like late-night infomercial design.
Read articleAsync Design Partnerships: A Better Operating Model for SaaS Founders
Async design partnerships beat agencies on speed and in-house hires on craft — when run with discipline. Here's the operating model that makes them work.
Read articleStoryboarding a Product Loom for Internal and External Audiences
A walkthrough is a short film. Storyboard it like one — beats first, screen capture second.
Read articleFrom Demo to Deck: Repurposing Product Surfaces for Investor Decks
Live product surfaces are the most under-used asset in most B2B SaaS investor decks. Here's how to repurpose them — without falling into the screenshot trap.
Read articleSales One-Pager Layouts That Principals Actually Send
The one-pager is not a brochure. It is a forwardable argument — design it as a single spine.
Read articleBattlecard Geometry: What Reps Can See in a 10-Second Glance
Battlecards compete with Slack and the dialer. Design for glanceability, not completeness.
Read articleThe 5-Slide Investor Storyline Every B2B SaaS Seed Round Needs
Five slides decide most B2B SaaS seed rounds. Here's the storyline they have to tell, what each slide must do, and the failure modes to design around.
Read articleThe One-Page Case Study Arc Enterprise Buyers Recognise
Enterprise case studies fail when they read like marketing fiction. This arc keeps them audit-shaped.
Read articleCategory Naming Workshops: Artefacts Design Needs Before Pixels
Naming arguments are expensive. Lock artefacts before colour palettes absorb the ambiguity.
Read articleB2B SaaS Landing Page CRO: A Design-Led Approach to Lifting Conversion
Most B2B SaaS CRO programmes A/B-test their way to a local maximum. Here's a design-led framework that lifts conversion structurally — without trapping you in micro-tests.
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