SaaS B2B platform for architectural visualization and collaboration

Transformed a fragmented MVP into a scalable, enterprise ready SaaS platform used globally by AEC teams.

Role

Lead Product Designer (UX/UI)

Company

SENTIO VR

Duration

2017 - 2025 (8 years)

Team

5-person product team (CEO, CTO, 3 engineers)

Devices

Web · Mobile · Tablet · Desktop · VR

Tools & methodology

Figma · Adobe XD · Illustrator · Miro · Notion · Slack

Impact at a Glance

30% reduction in onboarding time
+38 NPS increase (3.2 → 4.5 rating)
8,000+ active users across 15+ countries
150+ reusable components in design system

PROJECT IMPACT

30%

Faster

Onboarding

+38NPS

Increase

(3.2 → 4.5)

8.000+

Users

Impacted

150+

Components

Design System

CONTEXT & CHALLENGE

SENTIO started as a technically functional MVP but lacked structural clarity, UX consistency, and scalability for enterprise adoption.

The experience across Web, Mobile, and VR felt fragmented. Navigation was unclear, onboarding slow, and client demos lacked polish.

The challenge: transform a working prototype into a unified, scalable, enterprise-grade SaaS product.

MY ROLE

I led end-to-end product design for 8 years, from discovery to delivery. I defined the information architecture, built a scalable design system, and designed across 5 platforms simultaneously

Full Sentio Case Study

Before

After

THE PROBLEM

User challenges

❌ Friction uploading and organizing 3D/360 content

❌ Confusing navigation across workflows

❌ Cognitive overload switching contexts

Business challenges

❌ MVP lacked visual and structural maturity

❌ Inconsistent UX limited scalability

❌ Reduced trust during client demos

“I get lost trying to find where to upload or edit my 360 content.”

User testing session

“There are too many steps just to organize a simple project.”

User testing session

“It works, but it’s not intuitive. I’m not sure where I am in the workflow.”

Client demo observation

THE SOLUTION

I transformed the MVP into an enterprise-grade SaaS platform by:

- Redesigning core workflows (upload, organize, preview, publish)

- Creating unified information architecture across all platforms

- Building a 150+ component design system

- Conducting iterative user testing with 50+ users

Core platform redesign across key workflows.

Seamless workflow between web platform and VR application.

RESEARCH & DISCOVERY

Understanding the Problem

Methods

15 user interviews (AEC professionals)
150+ support tickets analysis
5 live workflow observations
Competitive audit (Matterport, Kuula, IrisVR)

Key Insights

Navigation

65% couldn’t locate core features.
Users perceived each platform as a “different product.”

Upload Workflow

40% abandonment rate.
Technical terminology created friction.

Multi-Platform Use

8/10 users struggled switching contexts.
Terminology inconsistencies increased errors.

Core Insight:

Users didn’t need more features.
They needed structural clarity and consistency.

Opportunity Identified:

SENTIO could be first with seamless experience across web, mobile, and VR.

PROCESS & APPROACH

Phase 1 — Information Architecture

Conducted card sorting
Tested 3 structural models
Selected hierarchical structure:

Projects → Scenes → Objects → Actions

Result: Single IA translated across Web, Mobile, and VR.

Phase 2 — Core Workflow Simplification

Redesigned 5 core workflows:
• Upload & Import
• Content Organization
• Scene Editing
• Preview
• Publishing

Upload reduced from 8 steps → 3 steps
Abandonment reduced from 40% → 12%

Before — 8-Step Upload Flow

40% abandonment
Avg time: 8 min

After — 3-Step Intelligent Flow

12% abandonment
Avg time: 3.5 min

Phase 3 — Unified Cross-Platform Experience

Strategy: Same mental model, platform-optimized interaction.

• Consistent terminology
• Shared visual hierarchy
• Platform-specific interaction (touch, gaze, keyboard)

Result: Users learned once and operated confidently across contexts.

Web

Keyboard & Precision Control

Spatial Interaction

Mobile

Touch Optimized

KEY DESIGN DECISIONS

1. Unified Information Architecture

Problem:
Platforms felt disconnected.

Decision:
Single structural hierarchy across all devices.

Impact:
• 30% faster navigation
• 65% fewer navigation-related support tickets

2. Simplified Upload Flow

Problem:
8-step technical upload caused 40% abandonment.

Decision:
3-step intelligent flow with automation and clear feedback.

Impact:

• 40% → 12% abandonment
• Upload time reduced by 50%

DESIGN SYSTEM

As the product scaled, inconsistencies slowed development.

I built a unified design system powering Web, Mobile, Desktop, and VR.

Includes:
• Foundational tokens (color, typography, spacing)
• 150+ reusable components
• VR spatial components
• Usage documentation for design & engineering

Impact:
• 35% faster design-to-dev cycle
• 40% increase in engineering velocity
• Zero UI inconsistencies in new features
• 3 products built on the system

TESTING & VALIDATION

Iterative testing was embedded throughout the process.

Low-Fidelity Testing
• 8 moderated sessions
• Validated IA and upload simplification
• Identified terminology confusion early

High-Fidelity Testing
• 12 task-based usability tests
• 88% upload completion

VR Testing
• 10 in-person sessions
• 92% experience completion

A/B Testing (Post-launch)
• New onboarding 30% faster
• Upload abandonment reduced to 12%

Continuous validation via analytics, NPS, and support analysis.

OUTCOMES & IMPACT

User Experience

• Onboarding: 45 min → 31 min
• Upload abandonment: 40% → 12%
• 92% VR completion rate

Business Impact

• 8,000+ users globally
• Enterprise-grade positioning
• 150+ successful demos

Team Impact

• 40% faster engineering velocity
• 35% faster feature delivery
• Shared design system across products

LEARNINGS & REFLECTION

Structural clarity scales better than feature expansion.

• Consistency across platforms builds user trust.
• Low-fidelity testing prevents expensive rework.
• Design systems are strategic assets, not UI libraries.
• Cross-functional alignment is critical in long-term SaaS growth.

This 8-year engagement shaped my approach to scalable, multi-platform product design.