Matar Cohen

8fig / Saas Platform Redesign / 2023-2024

Partnered with the CPO to shift 8fig from service company to product. Active users generated 200% more revenue.

8fig before and after redesign

Context

The product problem

As 8fig transitioned from a service company to a product-focused business, the Beta version faced a key challenge: it did not yet provide enough value to effectively meet user needs.

  • Lack of product value: before I joined the startup, the 8fig product was very lean— the company mainly provided funding for e-commerce store owners. The process of applying for funding was mainly manual, long and complicated. This was the main value of the company but it wasn’t scaleable.
  • Low quality design: the digital platform that existed was confusing, lacked design best practices, and was not user-friendly.
  • Business goals were in danger: 1 of 4 users could not return the money from the funding plan, which means the company wasn’t helping clients grow, and was losing money.

My Role

01Co-created the product positioning & strategy with the CPO
02Led the creation of a new product platform
03Initiated a brand update
04Led the design of a new design system
05Recruited and mentored a new team of 4 product designers
06Established new processes & workflows
8fig research findings

The design problem

  • Major UX/UI issues: the existing design was scattered, the experience was poor and old school.
  • No product design team: the entire design team was let go before I joined.
  • No design system: there was no design system to rely on, not on the design side and not on the developers side.
  • The brand-book did not work for the product: the brand visual direction was marketing-based and did not support the product’s needs.
  • No defined product positioning: no guide for the visual language, communication style and the design.

Design solutions

Updated Brand Identity

I led a product positioning project that revealed we should become a more premium brand in order to appeal to a higher caliber of clients. I worked with my team to update the brand identity for more contrast, upper-scale look, and a design system that would support the complex system we were creating.

8fig brand hero 8fig helps e-commerce merchants scale to eight-figure sellers Poppins primary typeface Abril Display secondary typeface Brand color palette Semantic colors Design system components Cash Flow Planner on laptop 8fig manifesto

Web Design

I led the development of a new website to test updated branding and messaging aimed at appealing to a more premium audience—specifically, owners of established e-commerce stores—with the goal of increasing trust and credibility.

New SaaS platform – Selected features

Funding application: this feature allows users to digitally apply for a funding application, upload paperwork, connect bank accounts and categorize transactions. In addition, this provides the ability for the internal Risk Assessment team to request more information in a pre-formatted way, and automatically showcase the application status.

8fig funding application screen 8fig business details form

Edit growth plan: this feature presents users with their funding offer and allows them to accept or customize it, receiving instant approval through an AI-powered algorithm. This eliminates hours of back-and-forth with the CS team. Users can edit key aspects of the offer, including the funding amount, funding type, remittance amount, and start date.

Funding plan discovery - watch the full case study here
This feature engages and educates users on the benefits of 8fig’s funding offer, highlighting how it is specifically tailored to meet the unique needs of their business.

Financial management tools: Restock Planner helps users manage and optimize inventory restocking. Forecasting predicts future sales in units and revenue to support smarter planning. Cash Flow Planner enables users to manage and maintain a healthy cash flow balance.

8fig Cash Flow Planner

Results

Activated users saw an average growth of 33.8% in 2024 compared to 2023. Active users generated over 200% more revenue in 2024 than users who never activated.