Cloud-based B2B SaaS Platform
for post-production Teams
Designing a 0→1 SaaS product and design system from the ground up as Founding Designer - simplifying complex workflows and enabling faster collaboration for global teams
Role & methods
Product Design, UX/UI Design, User Research, Usability Testing, User Flows, IA
Cross-functional team:
Product Manager, Chief Product Officer, Full-Stack Developers, Stakeholders
Tools used:
Figma, FigJam, Jira, Confluence, VS Code, GitHub, Google Meet
Projects:
0→1 product design, design system & theming, optimised login, project creation & file management
Overview
Edit Cloud: Challenges & Opportunities
The post-production industry relies on disconnected tools, leading to inefficiencies and slow collaboration
Edit Cloud is a platform built for post-production creative teams, designed to streamline workflows by integrating project management, virtual cloud workstations, and talent development. It enables remote teams to work efficiently from anywhere.
The Problem
Before I joined, Edit Cloud:
- Isolated platforms, no unified system: Users juggled multiple platforms: 1 - Client-specific project management tool, 2 - Unused Cloudstation platform, 3. Partner-competitor platform for cloud editing and file management
- No visual direction, UX, or design system: Inconsistent UI and workflows created usability issues. There was no visual style, design system, or design tokens to ensure scalability
- Slow & manual workflows - Key tasks like login, project creation, and file uploads required excessive manual effort, and users found them confusing.-
- No UX strategy - With no designer in place, there was no structured UX process, user research, or product strategy, leading to reactive, sales-driven decisions instead of user-informed improvements
Before & After
From Disjointed Tools to a Unified Platform
Dashboard
Users found the dashboard hard to scan and confusing, with unclear terminology and a narrow focus on tasks.
I redesigned it with a clearer hierarchy and broader KPIs to surface key stats on projects, cloudstations, and courses.
Before
After
Projects list
The original layout made it difficult for users to find, compare, or act on projects quickly.
I introduced a simplified card layout with filters & sort to surface key metrics & give users a clearer view of project health.
Before
After
Project creation
The accordion-heavy flow with too many required fields was cluttered and frustrating for users, slowing them down.
I simplified the flow around key actions for faster setup from blank or template, with fewer fields and clearer structure.
Before
After
Cloudstations
The old cloudstations view was overly technical, leaving users with limited visibility and no obvious way to take action.
I redesigned the layout for easier scanning and clearer actions, making cloudstation management intuitive.
Before
After
UX Process
& Research Insights
To move away from fragmented tools and reactive, sales-driven decisions, I introduced a user-centred, data-driven UX strategy grounded in research, iteration, and ongoing usability testing.
I began by reviewing the scattered product elements across platforms to identify gaps and opportunities. Throughout the process, I ran stakeholder workshops, user interviews, and competitor analysis to uncover friction points and continuously inform design decisions.
Key user & stakeholder insights that shaped the redesign:
- Users were frustrated by having to jump between tools - nothing felt unified or intuitive
- Login was overcomplicated, requiring a separate app just to access the platform
- Project setup was bloated, with accordions hiding key details, unnecessary fields, and no reusable templates
- Cloudstations were overly technical and disconnected from the rest of the product, leading to poor adoption
- There was no way for users to upskill - and no way for project managers to identify and assign the right talent to projects.
These insights shaped every design decision - from simplifying the login flow and streamlining project setup to visualising cloudstations and introducing new ways to upskill users and connect the right talent to projects.
Bridging Design and Development
Hands-on implementation support
Throughout the process, I worked cross-functionally with PMs, the CPO, and Developers to align UX decisions with product and business goals.
With a backend-focused engineering team, I often stepped in to bridge the gap between design and development. I contributed to CSS styling, refined components, and managed Design Tokens and client themes directly in code.
The Solution
Shaping Edit Cloud from the Ground Up
My Role at Edit Cloud
As the Founding Product Designer, I led the 0→1 design process in a high-ambiguity, fast-paced environment, shaping the platform from the ground up.
- Established UX & UI foundations: With no existing structure, I defined core user flows and information architecture, creating a clear navigation system and improving usability
Design System & Design Tokens
- Built a Scalable Design System: Designed a flexible, scalable Design System from scratch, including Design Tokens, reusable UI components, flexible UI layout and multi-client theming with dark/light modes
Light & Dark Mode
Client theming
Client theming UI and Implementation
Impact & Outcomes
From disconnected tools to a unified,
user-friendly platform
The shift from disconnected tools to a unified platform created a more intuitive experience and helped post-production teams work more efficiently. Creative teams could now manage their projects end to end - seamlessly integrating Talent, Work, and Tools into one streamlined solution.
Redesigned workflows like login, project creation, and file management became 40% more efficient, reducing friction and improving adoption across the platform.
A scalable design system enabled faster, more consistent implementation, while supporting multi-client theming and dark mode. It also made rapid prototyping possible for client demos - directly contributing to securing new clients, retaining existing ones and attracting investments.
Key results:
Improved by
40%
Task efficiency across project setup and file upload
Unified platform
1
Replaced 3 disconnected tools with a streamlined experience
Improved by
70%
Speed of design-to-dev handoff with design system
Next Product Design PROJECT
