What is SaaS UI/UX design?

You might have found the terms User Interface and User Experience used interchangeably, but they refer to different aspects of the design process. For example, UI refers to the visual elements of a product, such as buttons, menus, and other on-screen elements. UX, on the other hand, refers to users' overall experience when using a product, including how easy it is to use, how intuitive the design is, and how well it meets users' needs.

Therefore, SaaS UI/UX design refers to the process of designing the easy-to-navigate user interface for a SaaS application to achieve an improved user experience ultimately. That includes everything from the visual design of the application to how users interact with it and the overall user journey.

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Why is SaaS UI/UX design important?

A visually appealing and functional SaaS application UI design can improve the overall user experience of your software product. A recent study reveals that a staggering 70% of online businesses fail due to inadequate user interface and UI/UX design. This finding underscores the crucial role that effective UI/UX design plays in the success of modern digital enterprises. As such, online businesses must prioritize developing and implementing intuitive SaaS UX design solutions to maximize their chances of long-term viability and profitability.

In the competitive world of SaaS, excellent UI/UX design can be a significant differentiator. Here are just a few reasons why:

  • Makes your product more accessible – a well-designed UI/UX can make it more accessible to a broader range of users. If your application is easy to use and intuitive, users will likely stick around and explore its features.
  • Enhances the user experience – a good UI/UX can make using your application a pleasure rather than a chore. Users will appreciate the attention to detail and thoughtfulness that has gone into the design, which can help to build loyalty and encourage repeat usage.
  • Sets apart from the competition – excellent UI/UX can be a crucial differentiator in a crowded market. Users will likely choose your product over theirs if your application looks and feels better than your competitors' offerings.
  • Save you money – investing in good UI/UX design up front can save you money in the long run. By reducing the number of user errors, minimizing the need for support, and increasing user satisfaction, a good design can help you to reduce costs over time.
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SaaS UI/UX design best practices

Designing UX for SaaS applications tailored to your target audience's needs is critical to creating successful software products. How do you design a great UI/UX for your SaaS application? Here're a few best practices to keep in mind.

Keep it simple

One of the most essential principles of good UI/UX design is simplicity. Your application should be easy to navigate, with a logical flow and clear information hierarchy.

Use familiar patterns

Users are accustomed to specific design patterns and conventions, such as a hamburger menu for navigation or a shopping cart icon for a checkout process. Use these familiar patterns to make your application easier to use.

Provide feedback

Users need feedback to know that the application is registering their actions. Small yet impactful design elements such as modifying the color of a button upon clicking or incorporating a progress bar to indicate task completion can significantly enhance the overall user experience.

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Be consistent

Consistency is vital to a good user experience. Use the same design elements throughout your application, such as fonts, colors, and icons, to create a cohesive experience.

Prioritize accessibility

Your application should be accessible to all users, including those with disabilities. It includes features like keyboard navigation and screen reader compatibility.

Test early and often

Testing is an integral part of the UI/UX design process. Conduct user testing early and often to identify issues and improve the design.

Stay up-to-date with trends

UI/UX designing is a constantly evolving field. Stay up-to-date with the latest trends and best practices to ensure your application stays current and relevant.

Examples of great SaaS UI/UX design

After discussing some of the most effective strategies for designing a successful UI/UX for SaaS, it's time to explore real-life examples of applications that have successfully put these principles into practice.


Asana is a project management tool that has a clean and intuitive UI. Color coding and a clear information hierarchy make it easy for users to navigate and manage their projects.


Slack is a popular messaging app that has a playful and fun UI. The use of custom emojis and the ability to customize the interface with themes and background images makes it feel personalized and unique.


Dropbox is a file-sharing and collaboration tool with a straightforward UI. Using whitespace and a minimalist design keeps the focus on the content, making it easy to find and manage files.

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It's a popular marketing automation platform with a sleek and modern UI. Using bold typography and a clean layout makes it easy to navigate and utilize the various marketing tools available.


It's a video conferencing tool that has become essential in the remote work era. Using a clear and consistent design throughout the application and features like virtual backgrounds has helped make it stand out in a crowded market.

The role of UX in SaaS customer retention

While good UI design is essential in attracting new customers, UX design is equally important in keeping them. A positive user experience can lead to higher customer satisfaction, increased usage, and, ultimately, improved retention rates.

To improve customer retention, SaaS companies should focus on the following SaaS UX design elements:

  • Onboarding – the onboarding experience is critical in ensuring that users understand the product's value and can start using it quickly. A clear and concise onboarding process can reduce the time to value and increase the likelihood of users sticking around.
  • Navigation – navigation is critical to a good SaaS UX, allowing users to easily and quickly find what they need. SaaS companies should aim for a consistent and intuitive navigation system that is easy to use and understand.
  • Personalization – it can go a long way in improving the user experience. By tailoring the experience to the user's needs and preferences, SaaS companies can make users feel more invested in the product and more likely to continue using it.
  • Support – providing excellent customer support keeps users happy and engaged. SaaS companies should provide various support options, such as chat, email, and phone, to ensure that users can get help when needed.
  • Updates – regular updates and improvements to the product can demonstrate a commitment to user satisfaction and keep users engaged over time.

SaaS UI/UX design and brand identity

In addition to attracting and retaining customers, good UI/UX design can also help build and strengthen a SaaS company's brand identity. Using consistent branding elements throughout the UI, SaaS companies can create a recognizable and memorable user experience.

Some critical elements of SaaS UI design that can help build a strong brand identity include:


Color can play a powerful role in branding and help create a recognizable and memorable visual identity. That's why SaaS businesses should choose a color scheme that reflects their brand values and use it consistently throughout the UI.


Typography can also play a role in branding, as it can convey a sense of personality and style. Therefore, SaaS companies should choose a set of fonts that align with their brand identity and use them consistently throughout the UI.


Imagery can help to reinforce a brand's visual identity and create an emotional connection with users. SaaS companies should use high-quality images that align with their brand values and style.

Voice and tone

The language used in the UI can also contribute to a brand's identity. SaaS companies should develop a consistent voice and tone that reflects their brand personality and use it consistently throughout the UI.

By incorporating these branding elements into the SaaS interface design, SaaS companies can create a cohesive and memorable user experience that reflects their brand identity.

Final words

The role of UI/UX design in establishing a solid foundation for SaaS applications cannot be overstated. By implementing the industry-leading UI/UX practices outlined in this blog, businesses can significantly increase their chances of success in the online realm. In addition, for those seeking guidance or assistance in developing or improving their SaaS UI/UX design, Apptension stands ready to provide expert support and advice.