Background
Flow is a team collaboration and project management SaaS with a solid feature set, but users found the interface complex and the learning curve steep — 7-day retention for new users was just 28%. The product team decided on a full UX overhaul.
Challenge
Feature-rich but information architecture was messy; mobile and desktop felt disconnected; power users and newcomers had conflicting needs. The goal: dramatically lower the barrier for new users without sacrificing advanced functionality.
Creative Strategy
We applied "Progressive Disclosure" — surface the core workflow by default, reveal advanced features on demand. We redesigned navigation, introduced a contextual sidebar and smart onboarding, and led with a dark-mode-first visual system with high-contrast accent colors guiding key actions.
Process
12-week engagement: user interviews and analytics → information architecture → wireframes and usability testing → high-fidelity design and design system → engineering collaboration. We delivered a complete Figma design system with 200+ components and interaction specs.
Results
After launch: 7-day retention rose to 47%, task completion time dropped 35%, NPS climbed from 32 to 58. The client made the redesign a centerpiece of their product marketing.
"This redesign completely changed how users perceive Flow. WANGXIAOHENG's research depth and design execution were outstanding."
— Emily Rodriguez, VP Product, Flow SaaS