Most services or products lose clients not because the idea is wrong, but because the experience gets in the way. I help you fix that. I'm a strategic Web Designer, Product Designer and Brand Designer with +14 years of experience. I'm here to help you improve your business metrics. I focus on finding the sweet spot between your clients' needs and your business needs. I've worked remotely for global companies, for startups and SMBs in B2B, B2C, ITSM, SaaS tools, Talent Marketplace, Health & Wellness, and Wearables industries. What I'm best at: finding the friction you didn't know was costing you clients, grounding decisions in evidence rather than opinion. If this sounds useful for where you are right now, let's talk!…

Sara E. Verona

Most services or products lose clients not because the idea is wrong, but because the experience gets in the way. I help you fix that. I'm a strategic Web Designer, Product Designer and Brand Designer with +14 years of experience. I'm here to help you improve your business metrics. I focus on finding the sweet spot between your clients' needs and your business needs. I've worked remotely for global companies, for startups and SMBs in B2B, B2C, ITSM, SaaS tools, Talent Marketplace, Health & Wellness, and Wearables industries. What I'm best at: finding the friction you didn't know was costing you clients, grounding decisions in evidence rather than opinion. If this sounds useful for where you are right now, let's talk!…

Available to hire

Most services or products lose clients not because the idea is wrong, but because the experience gets in the way. I help you fix that. I’m a strategic Web Designer, Product Designer and Brand Designer with +14 years of experience. I’m here to help you improve your business metrics. I focus on finding the sweet spot between your clients’ needs and your business needs. I’ve worked remotely for global companies, for startups and SMBs in B2B, B2C, ITSM, SaaS tools, Talent Marketplace, Health & Wellness, and Wearables industries. What I’m best at: finding the friction you didn’t know was costing you clients, grounding decisions in evidence rather than opinion.
If this sounds useful for where you are right now, let’s talk!

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Language

English
Fluent
Italian
Fluent
Spanish; Castilian
Fluent
French
Fluent

Work Experience

Freelance Web Designer, Product Designer, Brand Designer at Multiple clients
August 1, 2021 - Present
I partner directly with founders and product teams to redesign their websites, digital products, build design systems, and create brand strategies that improve how their business performs, not just how it looks. For Deepser, an ITSM software company, I led a complete overhaul of their digital presence across two languages. The website redesign made the product significantly easier to understand at first contact: demos became easier to start, the buyer journey aligned more closely with actual decision-makers entering the funnel, and bounce rate dropped substantially as clearer content started reaching the right audience. I also designed a lead generation landing page that automated a key step in their sales process, shortening negotiation cycles without adding headcount. Beyond the website, I led a full brand strategy refresh, repositioning Deepser across every touchpoint to sharpen market differentiation and improve recognition among their target buyers. For a separate SaaS platform client (under NDA), I led an end-to-end product redesign including a full design system. The work addressed years of accumulated UI debt: repetitive workflows were streamlined, navigation confusion was resolved, and compliance requirements were built into the product architecture. The result was a measurable drop in internal support tickets, a significantly shorter learning curve for new users, stronger adoption across client organizations, and improved positioning against established competitors in their category. The redesign also contributed directly to B2B expansion as existing clients rolled the updated product out to additional departments.
UX Researcher & UX Designer at Bunny Studio
August 1, 2021 - December 31, 2022
I worked embedded in a product team across 15+ projects, improving acquisition through better sharing flows, increasing retention by resolving user journey friction, and streamlining payment and invoicing experiences. Every project connected user needs directly to business outcomes: activation, retention, conversion. My approach is mixed-methods so I combined user interviews, surveys, usability testing (moderated and unmoderated), behavioural analytics, and competitor analysis to build a complete picture of the situation. I worked cross-functionally with Product, Engineering, Marketing, Data, and Finance to turn findings into decisions that ship. Beyond research, I brought UX design, information architecture, UX writing, and workshop facilitation to the table. This means I didn't just hand over a report, I helped teams act on it, from wireframe to final design and copy.

Education

BA Translator & Interpreter at SSML VI
November 1, 2004 - June 1, 2008
Multimedia Design at Dskos
November 1, 2011 - June 1, 2013
User Experience Design, UX Research. Product Design at Interaction Design School
February 4, 2019 - February 4, 2021

Qualifications

Add your qualifications or awards here.

Industry Experience

Software & Internet, Professional Services, Travel & Hospitality, Retail
    From Bounce to Buy-In: Redesigning an ITSM Website for Better Leads & Faster Conversions
    THE CHALLENGE Deepser is an all-in-one business management platform that helps companies streamline IT service management, operations, and business processes. After an agency redesigned their website, the company faced several challenges. Traffic declined, the site attracted visitors outside its target market, and many prospects struggled to understand what the software actually did. As a result, the website was generating fewer qualified opportunities for the sales team. In the B2B software industry, where buying decisions are often complex and involve multiple stakeholders, clarity is essential. My goal was to remove friction from the buyer journey and turn the website into a more effective sales and marketing asset. PROBLEMS Significant drop in website traffic after the redesign. Increase in unqualified inquiries from non-target audiences. Messaging that was too generic and failed to communicate the product’s value. Lack of a clear path guiding visitors toward conversion. THE SOLUTION I approached the project as a conversion optimization and positioning challenge rather than a design problem. First, I analyzed customer needs, user behavior, competitors, messaging gaps, and the site’s information architecture. This research revealed several barriers preventing prospects from quickly understanding the product and its benefits. Based on these findings, I: Redesigned the information architecture to improve content discoverability and user flow. Repositioned the messaging to clearly communicate Deepser’s value proposition. Rewrote key website copy with a focus on clarity, credibility, and conversion. Highlighted product benefits, use cases, and trust-building elements to support long B2B buying cycles. Developed a lead generation funnel with lead magnets, marketing automation, and email nurturing sequences. Localized the content for both Italian and U.S. audiences. Introduced a short explainer video to help visitors immediately understand the product and its core capabilities. RESULTS The new website provided a clearer user journey, stronger positioning, and a more effective conversion path for potential customers. Reduced Conversion time since the software is explained clearly and demos are easier to start. Higher-quality leads entering the funnel, aligned with actual buyer persona. Bounce rate significantly reduced due to clearer content and better audience targeting. By aligning the messaging, content structure, and lead generation strategy with the needs of B2B software buyers, Deepser was better positioned to attract qualified prospects and support business growth through its primary digital sales channel. webdesigner webdesign salesfunnel software ITSM…
    From Bounce to Buy-In: Redesigning an ITSM Website for Better Leads & Faster Conversions

    THE CHALLENGE
    Deepser is an all-in-one business management platform that helps companies streamline IT service management, operations, and business processes.

    After an agency redesigned their website, the company faced several challenges. Traffic declined, the site attracted visitors outside its target market, and many prospects struggled to understand what the software actually did. As a result, the website was generating fewer qualified opportunities for the sales team.

    In the B2B software industry, where buying decisions are often complex and involve multiple stakeholders, clarity is essential. My goal was to remove friction from the buyer journey and turn the website into a more effective sales and marketing asset.

    PROBLEMS

    • Significant drop in website traffic after the redesign.
    • Increase in unqualified inquiries from non-target audiences.
    • Messaging that was too generic and failed to communicate the product’s value.
    • Lack of a clear path guiding visitors toward conversion.

    THE SOLUTION
    I approached the project as a conversion optimization and positioning challenge rather than a design problem.

    First, I analyzed customer needs, user behavior, competitors, messaging gaps, and the site’s information architecture. This research revealed several barriers preventing prospects from quickly understanding the product and its benefits.

    Based on these findings, I:

    • Redesigned the information architecture to improve content discoverability and user flow.
    • Repositioned the messaging to clearly communicate Deepser’s value proposition.
    • Rewrote key website copy with a focus on clarity, credibility, and conversion.
    • Highlighted product benefits, use cases, and trust-building elements to support long B2B buying cycles.
    • Developed a lead generation funnel with lead magnets, marketing automation, and email nurturing sequences.
    • Localized the content for both Italian and U.S. audiences.
    • Introduced a short explainer video to help visitors immediately understand the product and its core capabilities.

    RESULTS
    The new website provided a clearer user journey, stronger positioning, and a more effective conversion path for potential customers.

    • Reduced Conversion time since the software is explained clearly and demos are easier to start.
    • Higher-quality leads entering the funnel, aligned with actual buyer persona.
    • Bounce rate significantly reduced due to clearer content and better audience targeting.

    By aligning the messaging, content structure, and lead generation strategy with the needs of B2B software buyers, Deepser was better positioned to attract qualified prospects and support business growth through its primary digital sales channel.