Designing experiences for SaaS and software

Users do not abandon SaaS due to a lack of features. They leave because they sit in front of the screen not knowing what to do next, or because they have to watch a series of tutorials before they can interact with what they paid to use. A good experience for SaaS is not about a beautiful interface but the shortest path from registration to when users see real benefits.

Three layers of experience are essential

Nielsen Norman Group divides product experience into three layers; lacking any layer results in a deficient product.

• Utility: the product addresses a real problem for the user.
• Usability: Users should be able to find features and complete tasks without getting lost.
• Desirability: The experience should be comfortable enough that they don't look elsewhere.

Many product teams focus on the first layer, neglecting the second and third layers. As a result, the product is technically correct but not used for long.

Onboarding: leading to early value

The goal of onboarding is not to teach users the entire product but to lead them to the moment they see the benefits, often referred to as the aha moment, as quickly as possible.

Mandatory long tours, meaning the type that requires users to click "Next" through dozens of steps before they can use it, are often skipped midway or forgotten immediately after completion. The Nielsen Norman Group has noted that this type of guidance does little to improve actual task completion. Instead, prioritize:

• Learn by doing: to get users into the product immediately, annotations appear just when they need to perform that action.
• Useful empty state: when there is no data, don't leave a blank screen. Suggest the next step or provide sample examples so users can see what the product looks like when in action.
• Simple personalization: ask one question about goals or roles during registration, then adjust the initial flow to meet that need, instead of presenting everything the same way to everyone.

Gradually open features: avoid overload from the start.

Progressive disclosure is the principle of revealing only what the user needs at that moment, withholding advanced information until they are ready. This is not about hiding features but reducing cognitive load when first entering.

Users learn functionality over time, not in one session. A good interface paves the way for them to progress step by step, rather than laying out the entire map at first encounter.

Nielsen Norman Group, Progressive Disclosure

For products with multiple user roles, such as admin, regular users, and guests, progressive disclosure becomes even more important. Each role sees only what is relevant to them, avoiding confusion from unrelated information.

SaaS marketing site: address the problem first, features later

The marketing site of a SaaS has a completely different mission than the interface within the product. Its sole purpose is to convince strangers that this product solves their specific problem, then lead them to a trial or schedule a consultation.

The most common mistake on SaaS marketing sites is talking about features without addressing what problems they solve for whom. Visitors do not come to learn what the product can do; they come to check if the product can solve their issues. These are two different questions that require different answers.

The viewpoint of Sinh Vũ

Sinh Vũ designs the experience and interface layer, working directly with Figma and collaborating with your technical team to bring it to life. With the onboarding flow and marketing site, Sinh Vũ writes actionable content, structures information, and designs the interface in a way that users can truly learn and make decisions.

Deep business logic, permissions, and infrastructure are part of the development team or a specialized software house. This boundary should be clear from the start so you know who to coordinate with for each part, avoiding misaligned expectations between parties.