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SaaS Brand & Product design for a new ERP serving VIP transportation businesses

LimoExpress Research-based UX Redesign & Branding for a New SaaS in the Limousine Industry Website Google Play Store App Store Scope UX & UI Redesign (mobile+web) × New Feature UX × Complete × Branding × UX Research × Design System Timeline Q2 2023 – Q2 2024 Tools Figma × FigJam × Miro × Hotjar × Jira × AI, Ps, Ae Team PM + 5 developers The challenge When I joined, the MVP was already developed but had critical usability issues and no branding. This new ERP solution’s system needed to scale, onboard new users, and communicate its value. The story Many VIP transfer services in the Balkans still rely on paper schedules, Viber groups and phone calls, leading to delays, miscommunication, and no data to guide decisions. Our goal was to replace these outdated systems with a digital platform that simplifies booking, improves communication between teams, and gives managers clear visibility into their operations. What began as a regional solution is now growing globally, helping agencies modernize and scale. Impact • Redesigned UX for 4 user roles across mobile and web• Conducted usability testing and implemented iterative UX improvements• Created full branding: logo, brand book, visual identity• Defined a scalable design system• Led data-informed UX decisions using Hotjar and user testing Outcomes • Secured initial funding post-launch• Onboarded first annual subscribers• Reduced key usability friction points across both platforms• Positioned product for international expansion What Made This Project Special We replaced outdated offline workflows with a unified digital tool, streamlining operations for a traditionally underserved niche. My design work helped bridge user needs with business goals, laying the foundation for long-term product growth. More articles on UX/UI and Web Design Read more Zelena Firma | First app concept for a Multi-Role Sustainability App Zelena Firma | First app concept for a Multi-Role Sustainability App Zelena Firma Case Study | UX/UI Design for a Multi-Role Sustainability App Explore how I designed Zelena Firma’s multi-role mobile and web system for waste management, improving environmental workflows for businesses, managers, and administrators. Pillbie | Brand & Product Design for a Smart Medication Dispenser Pillbie | Brand & Product Design for a Smart Medication Dispenser Pillbie Mobile + Hardware Solution for Young Patients to Boost Their Adherence Streak Website Google Play Store App Store Scope UX & … EYCA Mobile | Multilingual App Design for Millions of European Users EYCA Mobile | Multilingual App Design for Millions of European Users EYCA App Case Study | Multilingual UX/UI Design for Millions of European Users Learn how I designed the EYCA multilingual mobile app and CRM platform, creating a unified digital experience for 8M+ youth cardholders across Europe. Go Back Home