As a Senior Product Designer with over a decade of international experience, I can help scale your product more quickly and efficiently by delivering measurable, impactful solutions.
Measurable Deliveries
Cost Efficiency
Revenue Growth
Customer Retention
Operational Efficiency
User Engagement
Conversion Rate
iCapture
Acquired
MAR 2022 - JAN 2024
I joined iCapture, a trade show lead capture software company, to collaborate closely with CEO Brady Roberts and his team. Together, we successfully increased the company's enterprise value to eight figures within two years that culminated in the company’s acquisition by Cvent.
I drove significant value growth by focusing on key metrics: reducing churn, boosting customer retention, lowering acquisition costs, and maximizing lifetime value. This was achieved through streamlining the user experience, enhancing onboarding processes, and optimizing internal operations in sales, support, and customer success.
Cost Efficiency
iCapture has evolved organically over the years, expanding its feature set to meet the demands of new clients and carving out its niche in the market.
However, this growth led to increased complexity, making the platform heavily dependent on Customer Success and Support teams. To address this, we focused on simplifying, improving, and automating key user flows and internal processes.
One of our most impactful solutions was streamlining the event setup process. We reduced the Lead Form setup to just five steps, with actions tailored to the user’s chosen template.
Measurable Deliveries
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Decrease support time spent on user
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Increase user satisfaction
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Reduced user frustration
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Customer Retention
I can't attribute our impressive 95% renewal rate by the end of 2023 to any single initiative, as it was the result of multiple strategic efforts. Enhanced onboarding significantly improved product adoption, leading to more frequent and effective use of our software.
Additionally, we developed a series of dashboards that empowered our customer success team to proactively identify and assist clients in need, ensuring issues were addressed before they escalated.
Hey, I'm Martin.
Having recently played a key role in designing softwares for companies that achieved eight-figure acquisitions, I’m now offering strategic product design consultancy to help scale SaaS businesses.
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Operational Efficiency
Another way we reduced costs was by enhancing operational efficiency, particularly in iCapture’s internal process for transcribing business cards. This was a manual task to ensure high-quality transcriptions, but the tools our team used were outdated and made the process time-consuming.
One key problem was that multiple team members were often working on the same transcriptions simultaneously, leading to duplicated efforts. Additionally, the interface was poorly designed, hindering our team’s ability to work quickly and efficiently.
Measurable Deliveries
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Decreased support time spent on transcription
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Minimising human errors
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Structuring and optimising the process
