The System

Process

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Product-Led Growth Design Studio for B2B SaaS

Product-Led Growth Design Studio for B2B SaaS

Your product is your best salesperson. But most never let it sell

Your product is your best salesperson. But most never let it sell

We design self-serve journeys, from first click to paying power user,

so more users reach value, stick around, and convert.

We design self-serve journeys, from first click to paying power user, so more users reach value, stick around, and convert.

We're proud to have worked with

UNICORN

UNICORN

Ph' product of the year

Diagnose yourself

Do you have an
activation problem?

Do you have an
activation problem?

Check every statement that’s true about your product.

Watch what happens to your user.

Check every statement that’s true about your product. Watch what happens to your user.

You're getting signups, but most disappear after the first session.
New users land in your product and don't know what to do next.
People try the product once, don't get the value, and never come back.
Users activate once, then drift. The product never becomes a habit.
Everyone's on the free plan and nobody's converting to paid.
Power users love you, but you can't get them to expand: more seats, more usage, higher tiers.
Friction LevelCalm
Nothing checked. Most teams find at least one.
Est. Users Lost per 1k Signups0

The Real Problem

to sell to the modern buyer,
you've got to meet three demands

to sell to the modern buyer,
you've got to meet three demands

40–60%

40–60%

Of users who sign up for a B2B product leave before they ever reach value.

97%

97%

Of buyers would rather try

a product than talk to a sales rep.

60s

60s

is the new time-to-value standard.

Your buyers already decided how they want to buy: alone, inside the product, before anyone calls them. That's the good news, you don't have to convince them to try. The bad news is that the trying is exactly where you're losing them.

Most teams read this as a marketing problem and spend more at the top of the funnel. It isn't. It's a product problem, and it lives in the exact moments between signup and paying customer that nobody owns.

That's the only thing we work on.

The system

The 5 areas we work on
to make PLG actually compound

The 5 areas we work on to make PLG actually compound

A product-led motion isn't one fix, it's 5 connected systems working together. Touch one and it leaks. Connect all five and growth compounds. Here's what we work on.

A product-led motion isn’t one fix, it’s 5 connected systems working together. Touch one and it leaks. Connect all five and growth compounds. Here’s what we work on.

01 Onboarding

02 Activation

03 Habit

04 Retention

05 Monetization

Onboarding

Designing the First-Time Experience

We redesign the path from signup to first value, using patterns from 100+ world-class onboarding flows to cut friction and get users to their "aha" in minutes, not days.

app.saas.com/onboarding

CREATE YOUR WORKSPACE

CONTINUE

ANALYZING

IMPROVEMENTS

Cut signup fields

Show progress

"Aha" moment

Case studies

How companies succeed with us

How companies succeed with us

We helped Lovable drive feature adoption

12%

12%

Increase in Feature Adoption

We helped launch the self-serve motion for Airalo's Partners Platform

3x

3x

more partners onboarded without sales touch

We designed the whole PLG motion for ExtensityAI's platform

10%

10%

31%

31%

Increased Activation

Case studies available on request.

  • 1000+

    Proprietary library of proven UX principles. We apply what consistently works in SaaS

    Trusted by teams backed by leading VCs

  • "The flexibility, communication and intense desire to ensure the project was a success for us were impressive."

    Thomas Neumayer

    CEO @ Extensity.AI

  • 30+

    Projects Delivered

    1.5M+

    Users engaging with our clients' products

    €20K+

    Invested annually in researching and testing new B2B growth and UX strategies

  • "Working with Bogdan and his team has been an outstanding experience. I never had to worry about back-and-forth explanations; they understood exactly what I needed from the start."

    Art Gassan

    VP of Marketing

1000+

Proprietary library of proven UX principles. We apply what consistently works in SaaS

Trusted by teams backed by leading VCs

"The flexibility, communication and intense desire to ensure the project was a success for us were impressive."

Thomas Neumayer

CEO @ Extensity.AI

30+

Projects Delivered

1.5M+

Users engaging with our clients' products

€20K+

Invested annually in researching and testing new B2B growth and UX strategies

"Working with Bogdan and his team has been an outstanding experience. I never had to worry about back-and-forth explanations; they understood exactly what I needed from the start."

Art Gassan

VP of Marketing

  • 1000+

    Proprietary library of proven UX principles. We apply what consistently works in SaaS

    Trusted by teams backed by leading VCs

  • "The flexibility, communication and intense desire to ensure the project was a success for us were impressive."

    Thomas Neumayer

    CEO @ Extensity.AI

  • 30+

    Projects Delivered

    1.5M+

    Users engaging with our clients' products

    €20K+

    Invested annually in researching and testing new B2B growth and UX strategies

  • "Working with Bogdan and his team has been an outstanding experience. I never had to worry about back-and-forth explanations; they understood exactly what I needed from the start."

    Art Gassan

    VP of Marketing

Process

A process that gets you there

A process that gets you there

You'll always know where we are and what's next. Here's how a typical engagement runs,

from the first conversation to the numbers moving.

01
01

Align

Align

We start in a room with the people who actually own this: product, growth, whoever lives inside the funnel. Where are we today, what's broken, what does success look like in numbers?

GOAL

A shared definition of the problem and the goal we're measuring against.

02
02

Diagnose

Diagnose

We go into your analytics, your reporting, your session data, wherever the truth is hiding, and find the gaps that funnel dashboards don't show. Then we hold it against a library of 1,000+ patterns we've built from what consistently works in SaaS, so you're not paying us to rediscover things the industry already learned the hard way.

GOAL

A report on where users drop off, and what to fix first.

03
03

Design

Design

We redesign the flows that matter, working inside your existing design system, or starting clean if that's what the problem needs. Every screen designed to be built, not admired.

GOAL

Production-ready Figma files and a clickable prototype, tested with real users before code.

04
04

Build

Build

We work directly with your engineers through implementation, so what ships matches what we designed and actually serves the goal we set on day one.

GOAL

The flow live, built right, no translation lost between design and code.

05
05

Measure

Measure

We watch how real users behave with the new flow, report back honestly on what moved and what didn't, and fix what needs fixing. Growth isn't one launch, it's the loop after it.

GOAL

A clear read on the results and the next round of improvements queued up.

A note from the founder

I'm Bogdan Petrescu, a designer and entrepreneur who spends most of his time thinking about why users buy digital products.


For over 10 years I've designed for B2B SaaS companies at every size: five-person startups, teams of 500, and everything between. I've led design and growth teams, shipped 30+ products, and worked with companies like Lovable, Airalo and ExtensityAI. I've written two books on UX research and buyer psychology, and I've been an Awwwards.com juror for 5 years running.


But honestly, none of that is why you'd hire us.

I’m Bogdan Petrescu, a designer and entrepreneur who spends most of his time thinking about why users buy digital products.


For over 10 years I’ve designed for B2B SaaS companies at every size: five-person startups, teams of 500, and everything between. I’ve led design and growth teams, shipped 30+ products, and worked with companies like Lovable, Airalo and ExtensityAI. I’ve written two books on UX research and buyer psychology, and I’ve been an Awwwards.com juror for 5 years running.


But honestly, none of that is why you’d hire us.

Why hire us?

Because we've watched the same thing happen at every one of those companies, and you'll have the unfair advantage of:


  1. You get a decade of expensive lessons, already paid for
    We've been inside companies that spent enormous time and money learning what makes users activate, return, and pay. That's the library we bring: 1,000+ tested patterns. You don't have to run those experiments again.


  1. We fix the whole journey, not one screen
    Onboarding, activation, habit, retention, monetization. Patch one stage and it leaks back out a quarter later. Connect all five and growth compounds.


  1. We stay through implementation.
    We work alongside your engineers until it ships, so what goes live matches what we designed, and serves the goal we set on day one.


  1. AI-native, but human-directed

    We use AI to move faster and explore wider. The final call still comes from senior people who know what to keep, what to cut, and what will actually make your product feel more valuable.

Because we’ve watched the same thing happen at every one of those companies, and you’ll have the unfair advantage of:


  1. You get a decade of expensive lessons, already paid for
    We’ve been inside companies that spent enormous time and money learning what makes users activate, return, and pay. That’s the library we bring: 1,000+ tested patterns. You don’t have to run those experiments again.


  1. We fix the whole journey, not one screen
    Onboarding, activation, habit, retention, monetization. Patch one stage and it leaks back out a quarter later. Connect all five and growth compounds.


  1. We stay through implementation.
    We work alongside your engineers until it ships, so what goes live matches what we designed, and serves the goal we set on day one.


  1. AI-native, but human-directed

    We use AI to move faster and explore wider. The final call still comes from senior people who know what to keep, what to cut, and what will actually make your product feel more valuable.

Founder Modern practice

Pricing

Ways to work together

Ways to work together

Most teams start with a teardown and grow from there.

No pressure to commit before you've seen how we think.

Most teams start with a teardown and grow from there. No pressure to commit before you've seen how we think.

Onboarding Audit

Onboarding Audit

We go through your product like a new user, map where the journey leaks, and show you what we'd fix and why.

Timeline:

3 Business days

What you get

Annotated screenshots in Figma, mapping every friction point in your onboarding flow

Each issue paired with the fix and the reasoning behind it, backed by 1,000+ tested patterns

A prioritized list of what to fix first, ranked by impact on activation

You'll walk away knowing exactly where your funnel is bleeding and a clear list of fixes your team can implement right away

One time cost

$1,500

Get your audit

Onboarding & Activation Sprint

A focused engagement on the stage that's costing you most. We diagnose, redesign, and stay through implementation until it's live and measured.

Timeline:

4-12 Weeks

What you get

Full audit of the stage we're fixing, backed by 1,000+ tested patterns

Production-ready Figma files and a clickable prototype, tested with real users

Hands-on collaboration with your engineers through launch

A PLG roadmap focused on habits, retention and monetization

You'll walk away with the flow live and the number moving, not a folder of files your team has to interpret.

Starting from

$10,000

Book a call

Ongoing Design Support

Ongoing Design Support

Your product design team, on tap. We work across the whole journey: new features, redesigns, user testing, continuous optimization.

Timeline:

Recurring Monthly

What you get

Senior product design across your entire product

Ongoing experiments tied to activation and retention

New feature implementation

Workflow simplification across high-friction areas

Guidance on product decisions

Pause or cancel anytime

For less than the cost of a single in-house hire, with none of the ramp-up.

Let's talk

Book a call

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