Nulab

Summary

Leading design for Nulab, I helped modernize a legacy multi-product SaaS ecosystem and position new AI capabilities for enterprise markets. As Design Team Lead, I directed global product design strategy across four interconnected products in a $28M revenue ecosystem, scaling design operations, unifying the experience, and driving measurable gains in cross-sell conversion, engagement, and web conversion.

Role: Design Team Lead, Nulab
Scope: 4 products (Backlog, Cacoo, NulabFlowbase, NulabPass), 4 designers, US/EU market focus
Highlights: Ecosystem unification, AI go-to-market, design system modernization, web conversion uplift

Context & Challenge

Nulab’s product suite had grown into four separate SaaS products with fragmented experiences, legacy visuals, and a dated market perception—particularly in US/EU enterprise accounts. At the same time, AI was reshaping customer expectations, but many existing customers were skeptical of autonomy, privacy, and the real value of AI features.

The challenge was to:

• Modernize the multi-product ecosystem and visual identity without disrupting existing users.
  

• Introduce AI capabilities in a way that enterprise customers would trust and adopt.
  

• Improve cross-sell and web funnel performance in key markets while building sustainable design operations.

My Role & Responsibilities

As Design Team Lead, I:

• Directed design strategy across four interconnected products and the marketing website.
  

• Mentored and coordinated a distributed team of four designers, reducing review bottlenecks and clarifying ownership.
  

• Led the definition of the unified ecosystem experience, modernized visual language, and design system updates.
  

• Shaped the positioning and interaction model of AI features for enterprise customers.
  

• Partnered with product, engineering, and marketing to connect design decisions to revenue and adoption metrics.
  

Approach

1. Grounding AI and ecosystem strategy in real enterprise needs

• Conducted 25+ interviews with enterprise customers to identify adoption barriers around AI and modernization.
  

• Synthesized insights into a set of core fears (autonomy, privacy, control, and “black box” AI) and opportunities (productivity, clarity, and team alignment).
  

• Defined an approval-first trust architecture for AI: AI proposes, humans approve, with clear visibility into what is automated.
  

2. Unifying a fragmented ecosystem

• Led the work to merge four disparate SaaS products into a cohesive, unified ecosystem.
  

• Updated navigation, flows, and shared patterns to make cross-product journeys feel consistent and predictable.
  

• Partnered with stakeholders across each product to align on shared UX principles and cross-sell journeys.
  

3. Modernizing the visual system and design operations

• Updated the design system to 310+ base components (1,000+ including variants and documentation).
  

• Refreshed brand identity, product UI, landing pages, microinteractions, and Lottie animations to signal a modern, high-quality product.
  

• Improved design-to-dev flow, enabling a 40% reduction in design-to-dev time through systematic componentization and better handoff.
  

4. Experimenting and optimizing the web funnel

• Designed and ran A/B tests comparing animated vs. static product visuals.
  

• Iterated on web layouts, messaging, and interaction details to improve engagement and conversion.
  

Impact

Ecosystem & revenue: Merged four disparate products into a unified ecosystem, driving a 28% increase in cross-sell conversion.

AI adoption: Established an approval-first AI trust model and positioned Task Summarization AI and AI Assistant as productivity tools, allowing enterprise customers to adopt AI features despite legacy perceptions.

Engagement & conversion:

• A/B tests on animated vs. static product visuals delivered 35% higher engagement and an 18% conversion lift.
  

• Data-driven web optimization generated a 16% increase in web conversion and a 22% reduction in bounce rate.
  

Design operations: Expanded the design system to 310+ base components and optimized handoff, contributing to a 40% reduction in design-to-dev time.

Team enablement: Mentored four junior designers; clarified ownership so they could independently own new product areas (marketing and customer education), reducing design review bottlenecks by 40%.