Designing SaaS products that earn
their numbers.
I'm Ross Barrett — a product designer with a decade inside SaaS, shaping workflows, research, and information architecture at Funnel. I ship work that moves the metrics teams actually care about: support load, conversion, retention.
Outcomes, not outputs
/ 06Work that moved
the needle.
Funnel AB · 2021–2026
Breaking the guess-and-check loop for data connections
Ran a cross-team hack-day to let users preview the fields and data they'd get from a source before connecting — replacing a slow connect-check-reconfigure loop with confidence up front.
Designing personas that aligned an entire product org
Built Funnel's customer personas from qualitative and quantitative research, giving three product lines a shared language for who they were building for.
Replacing destructive edits with a flexible data model
Users had to delete and rebuild when their setup changed. I redesigned the core flow so configurations could evolve in place, without losing work.
Untangling a page that tried to be three things at once
A single surface served as setup flow, overview, and workspace. I restructured the IA so each job got its own focused space — without splintering the experience.
Letting the team focus on the hard problems
CS was buried in simple, repetitive requests. I designed a self-serve solution that handled the long tail, freeing the team for high-impact work.
A designer
who's lived
on every
side of the product.
Before I was a product designer, I was a leader in customer success, built a marketing function, and managed product roadmaps.
At Funnel, I defined the design vision across three product lines alongside the CDO, running continuous discovery and validating with rapid prototyping. I think in workflows and outcomes — what the user is actually trying to accomplish, and what changes in the business when we get it right.
Quant and qual research feed the same picture. I use AI prototyping to compress feedback cycles down to days, not sprints, so we can put real interfaces in front of real users before committing to a direction.
A decade of compounding context.
A closer look at the product.
A selection of screens from features I've shaped inside the Funnel app — from the data sources overview to the connection flows for Google Ads, Google Analytics, Facebook Ads, File Import and Google Sheets.