SaaS Platform
Company Formation Direct — All-in-One Business Registration
Overview
A streamlined SaaS platform simplifying company formation and registration for UK entrepreneurs and small businesses.
A trust-first website pairing transparent pricing with an integrated name checker.
Role
Lead UX/UI Designer
Platform
Web App & Website
Duration
7 months
Tools
Figma, FigJam, Webflow
Team
PM, Designer, Engineer, Marketing Lead
Impact
1M+
Businesses Registered
3
Pricing Tiers
99%
Uptime SLA
24/7
Customer Support
01 — Website Hero
Converting entrepreneurs with trust and clarity
Trust signals
1M-business proof point and a visible £59.99 price remove first-time doubt.
Value-first positioning
All-in-one coverage, compliance and bank partners lower perceived risk.
Friction-free CTA
Name checker in the hero lets users validate an idea instantly.
02 — Pricing Strategy
Three tiers driving conversion at every price point
Starter tier (£39.99)
First-time founders: registration, filing fees and compliance basics.
Privacy tier (£49.99)
Privacy package with a London virtual office for anonymity.
All Inclusive tier (£59.99)
Legal services, accounting software, VAT/PAYE — the full package.
03 — Competitive Positioning
Clear feature differentiation against competitors
Trustpilot trust badge
5.0★ rating positions CFD above every competitor.
Structured comparison table
Tick-and-cross table shows what each tier misses, driving upgrades.
Transparent pricing
Filing fees and compliance shown upfront, cutting support queries.
04 — Checkout & Account
Reassurance at the moment of payment
A stepped progress tracker and an itemised basket keep the purchase legible, while a single sign-in component scales across every device.
Stepped progress
Seven-stage tracker shows exactly where the founder is and what remains.
Itemised basket
Every add-on sits beside its own price, with optional extras toggled in place.
No surprise costs
Net, VAT and total shown together before payment — cutting abandonment.
Create an account or sign in
One authentication component, three breakpoints. Email, Google, Apple and Microsoft sit as icon buttons on desktop and stack into labelled rows on smaller screens — returning users and new founders share a single entry point.
Summary
Overview
A SaaS site simplifying UK company formation with transparent pricing and clear tiers.
Challenge
First-time founders found registration confusing and expensive; competitors hid their pricing.
Solution
Three clear tiers, a comparison table, trust signals and a name checker — lifting conversion 42%.
Key Results
05 — User Testing
First-time founder testing — validating clarity, trust and pricing confidence
First-time founders tested pricing, trust and registration without support.
Unmoderated Maze flows
40+ participants tested pricing and the name checker; heatmaps did the rest.
5-second first impression test
What does it do, and what would you pay? Headline and trust signals tested.
Moderated conversion journey sessions
12 founders ran the full journey; the 'Most Popular' badge drove choice.
Key Outcomes
42%
conversion increase following pricing clarity redesign — validated with A/B test
Privacy
tier consistently misunderstood — description rewrite improved comprehension from 54% to 91%
Trustpilot
badge moved above primary CTA — increased tier selection clicks by 18%
Name checker
most-used element on the homepage — primary conversion entry point
3 rounds
of pricing copy testing — 'All-in-one' outperformed 'Complete' and 'Premium'
Methodology
Design System | StoryBook Integrated
CFD — trust-first SaaS visual language
A clean, professional system designed to convert first-time entrepreneurs. Every component prioritises clarity, trust, and frictionless decision-making.
Design Tokens & Variables
Colour Palette
CFD Blue
#1A56DB
Primary CTAs, links, active navigation, pricing highlights
Trust Dark
#111928
Hero headings, comparison table header, primary text
Surface Light
#F9FAFB
Page background, card surfaces, input fields
Tier Green
#057A55
'Most Popular' badge, included feature checkmarks, success states
Neutral Grey
#6B7280
Body copy, secondary labels, excluded feature indicators
Border Grey
#E5E7EB
Card borders, table dividers, input outlines
White
#FFFFFF
Pricing cards, modal surfaces, form backgrounds
Trustpilot Green
#00B67A
Review star colour, Trustpilot badge, social proof elements
Typography Scale
52px / 700w
Hero Headline
Landing page hero, primary value proposition
32px / 700w
Section Title
Pricing section, comparison table headings
22px / 700w
Tier Name
Package names (Starter, Privacy, All Inclusive)
40px / 800w
Price Display
Tier pricing — dominant visual anchor on card
16px / 400w
Body
Feature descriptions, trust copy, FAQs
14px / 500w
Feature Label
Checklist items, table cells, comparison rows
Core Components
Pricing Tier Card
Tier, price, checklist and CTA; the popular tier is elevated.
Comparison Table
Dark-header table mapping features to tiers with checkmarks and dashes — scannable in under 10 seconds.
Company Name Checker
Inline search in the hero. Returns availability instantly — the top conversion driver on the landing page.
Trust Badge Strip
Row of partner logos (Revolut, Xero, Stripe) and Trustpilot 5.0★ badge — always above the primary CTA.
Feature Checklist Row
Icon-label pair used in pricing cards and comparison tables. Consistent sizing across both.
Stats Counter
Animated number counter with supporting label — establishes immediate social proof in the hero.
"Chris made formation clearer — support inquiries halved and conversion rose 42%."
Sophie Chen
Director of Growth, Company Formation Direct