Background

BarTender by Seagull Scientific, a leader in regulatory-compliant label and barcode design, transitioned to a SaaS ecosystem with BarTender Cloud, starting with robust account management tools for roles, access, and activity tracking. I led the UX design for this foundational phase, addressing gaps in design infrastructure, user research, and responsive UI, while overcoming legacy product biases. My work established a user-centered framework and laid the foundation for a scalable, modern solution, driving long-term success in the SaaS label management space.

Users previously managed account settings—like permissions, workflows, and integrations—through an outdated desktop app, which was inefficient in fast-paced, dynamic environments.

Designing the organization’s first SaaS product required building processes and design infrastructure from scratch. I led user research, created personas, and built a design system with a reusable UI kit to ensure scalable, consistent product development.

With no prior SaaS UI, the initial low-fidelity concepts were developed with a focus on foundational, responsive navigation and layout patterns, informed by use cases identified through comparative analysis and personas.

Usability testing of mid-fidelity designs showed high task success rates and strong user satisfaction with ease of use, trust, and loyalty. However, the design wasn’t release-ready, as users struggled with navigation terminology, hierarchy, and cognitive overload on key pages.

goal

To ensure the success of this project, I focused on creating a seamless, efficient experience that allowed users to complete critical tasks quickly and effortlessly while minimizing time spent on management. By implementing clean navigation, logical information architecture, and contextual guidance, I aimed to reduce cognitive friction and align with users’ mental models. Success was measured through both behavioral and attitudinal metrics, targeting a Quality of Experience score of 75 or higher, with a focus on task success rates, time-on-task, and user-reported satisfaction around ease of use, trust, and loyalty.

The final design prioritized clarity and efficiency, providing users with what they needed when they needed it. Simplified navigation, focused content, and clear feedback reduced complexity and made task completion effortless.

Results

Usability testing on the final design exceeded industry standards for task success and user satisfaction. My contributions established a user-centered, foundational design framework that seamlessly balanced regulatory compliance with scalability, driving BarTender Cloud’s success in the SaaS space. The product’s release was a milestone achievement, fueling year-over-year growth and contributing to the company’s eventual acquisition.