UI Design
Soft CS Platform
For Soft CS, I designed a responsive interface and full design system, using prior research and benchmarking to deliver a scalable, user-friendly, and market-aligned UI.
Year :
2025
Industry :
Customer Success SaaS
Client :
Soft CS
Project Duration :
4 weeks
Context:
I was responsible for designing the interface of a Customer Success SaaS platform from the ground up. At that stage, the product had no existing UI; only early functional definitions and market positioning. The goal was to create a modern, scalable interface capable of competing with established CRM/CS tools, while differentiating through simplicity, accessibility, and localization for the Brazilian market.
Problem:
The product team needed a UI that could establish credibility in a competitive market where design maturity is critical. Without a clear visual identity, component system, or consistent information hierarchy, the platform risked looking outdated and complex compared to competitors. Startups and SMEs (the primary target audience) typically lack time for onboarding and are more likely to adopt tools that feel intuitive and professional from the very first login.
Approach:
My approach centered on competitive analysis, design system creation, and high-fidelity UI design.
Competitor Analysis: I reviewed global and local Customer Success and CRM platforms, mapping their strengths and weaknesses in terms of interface clarity, component reuse, visual hierarchy, and usability patterns. This analysis revealed opportunities for differentiation, especially around simplification of navigation, mobile responsiveness, and the clarity of dashboards.
Information Architecture & Visual Structure: Based on this analysis, I defined the platform’s visual structure: a clean navigation model, dashboard layout prioritizing health metrics and tasks, and consistent patterns for forms, tables, and cards. Even though no UX research was conducted, I leveraged best practices and competitor benchmarks to inform hierarchy and flows.
Design System Creation: I built a design system from scratch, including color tokens, typography scale, spacing, iconography, buttons, form inputs, data visualization components, and card patterns. The system ensured consistency across modules and provided scalability for future features. Documentation and component guidelines were also created to support efficient collaboration with developers.
High-Fidelity UI Design: I designed the core screens of the platform:
Dashboard: a data-driven overview of customer health scores, NPS/CSAT metrics, and pending tasks.
Client Profile: a structured view of account details, contracts, and interactions.
Playbooks & Tasks: clear flows for task creation, assignment, and monitoring.
Mobile Views: responsive versions of the most common workflows to support field usage.
Solution:
The final product was a cohesive design system and user interface that gave the platform a professional and trustworthy identity. The interface balanced visual design, information architecture, and interaction design, making the product competitive with global SaaS tools while still being accessible for smaller teams. Scalability was at the core: every component was built to support future growth without compromising consistency.
More Projects
hey!
hey!
hey!
Let’s talk design
Let’s talk design
Let’s talk design
I’m open to new projects, collaborations, or job opportunities. send me a message and let’s chat!
I’m open to new projects, collaborations, or job opportunities. send me a message and let’s chat!
I’m open to new projects, collaborations, or job opportunities. send me a message and let’s chat!
UI Design
Soft CS Platform
For Soft CS, I designed a responsive interface and full design system, using prior research and benchmarking to deliver a scalable, user-friendly, and market-aligned UI.
Year :
2025
Industry :
Customer Success SaaS
Client :
Soft CS
Project Duration :
4 weeks
Context:
I was responsible for designing the interface of a Customer Success SaaS platform from the ground up. At that stage, the product had no existing UI; only early functional definitions and market positioning. The goal was to create a modern, scalable interface capable of competing with established CRM/CS tools, while differentiating through simplicity, accessibility, and localization for the Brazilian market.
Problem:
The product team needed a UI that could establish credibility in a competitive market where design maturity is critical. Without a clear visual identity, component system, or consistent information hierarchy, the platform risked looking outdated and complex compared to competitors. Startups and SMEs (the primary target audience) typically lack time for onboarding and are more likely to adopt tools that feel intuitive and professional from the very first login.
Approach:
My approach centered on competitive analysis, design system creation, and high-fidelity UI design.
Competitor Analysis: I reviewed global and local Customer Success and CRM platforms, mapping their strengths and weaknesses in terms of interface clarity, component reuse, visual hierarchy, and usability patterns. This analysis revealed opportunities for differentiation, especially around simplification of navigation, mobile responsiveness, and the clarity of dashboards.
Information Architecture & Visual Structure: Based on this analysis, I defined the platform’s visual structure: a clean navigation model, dashboard layout prioritizing health metrics and tasks, and consistent patterns for forms, tables, and cards. Even though no UX research was conducted, I leveraged best practices and competitor benchmarks to inform hierarchy and flows.
Design System Creation: I built a design system from scratch, including color tokens, typography scale, spacing, iconography, buttons, form inputs, data visualization components, and card patterns. The system ensured consistency across modules and provided scalability for future features. Documentation and component guidelines were also created to support efficient collaboration with developers.
High-Fidelity UI Design: I designed the core screens of the platform:
Dashboard: a data-driven overview of customer health scores, NPS/CSAT metrics, and pending tasks.
Client Profile: a structured view of account details, contracts, and interactions.
Playbooks & Tasks: clear flows for task creation, assignment, and monitoring.
Mobile Views: responsive versions of the most common workflows to support field usage.
Solution:
The final product was a cohesive design system and user interface that gave the platform a professional and trustworthy identity. The interface balanced visual design, information architecture, and interaction design, making the product competitive with global SaaS tools while still being accessible for smaller teams. Scalability was at the core: every component was built to support future growth without compromising consistency.
More Projects
hey!
hey!
hey!
Let’s talk design
Let’s talk design
Let’s talk design
I’m open to new projects, collaborations, or job opportunities. send me a message and let’s chat!
I’m open to new projects, collaborations, or job opportunities. send me a message and let’s chat!
I’m open to new projects, collaborations, or job opportunities. send me a message and let’s chat!
UI Design
Soft CS Platform
For Soft CS, I designed a responsive interface and full design system, using prior research and benchmarking to deliver a scalable, user-friendly, and market-aligned UI.
Year :
2025
Industry :
Customer Success SaaS
Client :
Soft CS
Project Duration :
4 weeks
Context:
I was responsible for designing the interface of a Customer Success SaaS platform from the ground up. At that stage, the product had no existing UI; only early functional definitions and market positioning. The goal was to create a modern, scalable interface capable of competing with established CRM/CS tools, while differentiating through simplicity, accessibility, and localization for the Brazilian market.
Problem:
The product team needed a UI that could establish credibility in a competitive market where design maturity is critical. Without a clear visual identity, component system, or consistent information hierarchy, the platform risked looking outdated and complex compared to competitors. Startups and SMEs (the primary target audience) typically lack time for onboarding and are more likely to adopt tools that feel intuitive and professional from the very first login.
Approach:
My approach centered on competitive analysis, design system creation, and high-fidelity UI design.
Competitor Analysis: I reviewed global and local Customer Success and CRM platforms, mapping their strengths and weaknesses in terms of interface clarity, component reuse, visual hierarchy, and usability patterns. This analysis revealed opportunities for differentiation, especially around simplification of navigation, mobile responsiveness, and the clarity of dashboards.
Information Architecture & Visual Structure: Based on this analysis, I defined the platform’s visual structure: a clean navigation model, dashboard layout prioritizing health metrics and tasks, and consistent patterns for forms, tables, and cards. Even though no UX research was conducted, I leveraged best practices and competitor benchmarks to inform hierarchy and flows.
Design System Creation: I built a design system from scratch, including color tokens, typography scale, spacing, iconography, buttons, form inputs, data visualization components, and card patterns. The system ensured consistency across modules and provided scalability for future features. Documentation and component guidelines were also created to support efficient collaboration with developers.
High-Fidelity UI Design: I designed the core screens of the platform:
Dashboard: a data-driven overview of customer health scores, NPS/CSAT metrics, and pending tasks.
Client Profile: a structured view of account details, contracts, and interactions.
Playbooks & Tasks: clear flows for task creation, assignment, and monitoring.
Mobile Views: responsive versions of the most common workflows to support field usage.
Solution:
The final product was a cohesive design system and user interface that gave the platform a professional and trustworthy identity. The interface balanced visual design, information architecture, and interaction design, making the product competitive with global SaaS tools while still being accessible for smaller teams. Scalability was at the core: every component was built to support future growth without compromising consistency.
More Projects
hey!
hey!
hey!
Let’s talk design
Let’s talk design
Let’s talk design
I’m open to new projects, collaborations, or job opportunities. send me a message and let’s chat!
I’m open to new projects, collaborations, or job opportunities. send me a message and let’s chat!
I’m open to new projects, collaborations, or job opportunities. send me a message and let’s chat!