BatchService
As the first designer (Jan 2020) and later Product Design Manager (Jan 2022 - Mar 2023), I established the
brand identity
, built the
design function
, and led the UX/UI for a
suite of 5 core SaaS products
during BatchService's hyper-growth from 8 to over 350 employees.
The OpportunityFrom Initial Concept to Rapid Scale
My journey with BatchService began in early 2020 when the founders approached me with their initial product, BatchSkipTracing – a promising but basic tool for real estate data enrichment. They needed a design partner to not only redesign and enhance it but also to envision and build out a broader product vision tailored to the proptech space.
Before (2019)
After (2020)
What followed was an incredible period of hyper-growth fueled by the success of the products we built.
8 350+
Team Membersachieved during tenure
#545
Inc. 5000 Rank (2023)100%
Self-Fundedsustained Growth
This trajectory, achieved without external funding, presented a unique challenge: building and scaling a cohesive, user-centered design practice across a rapidly evolving suite of products amidst constant change.
My Role
Architecting Brand, Design, and Team
Founding Designer &
Multi-Hat Operator(Jan 2020 - Jan 2022)
Joining as the first designer, my initial two years were an intense period of wearing multiple hats within the lean startup structure. Beyond leading the end-to-end UX/UI design for the first versions of all five products, I was deeply involved in establishing the entire BatchService brand identity from scratch – designing the main company logo, logos for all five products, the initial brand book, and foundational visual guidelines.
Functionally, I often operated as a defacto product manager, project manager, QA tester, graphic designer, and motion designer, collaborating directly with the founders to shape product direction.
I also produced all initial marketing and branding collateral: company presentations, videos, social media assets, motion graphics, and brochures. It required extreme dedication – often working 10-12 hour days and weekends – versatility, and rapid decision-making to bring the initial product suite to life.
Additionally, I designed the initial UX/UI for all six primary websites during this period.
Product Design Manager &
Team Builder
(Jan 2022 - Mar 2023)
By early 2022, all five core products had been launched and were evolving. Recognizing the need for dedicated design support to handle the increasing volume of iterations, enhancements, and new feature requests coming from Product Managers for each platform, and having a brief window of opportunity, we decided it was time to build a dedicated design team.
I stepped into the Product Design Manager role. A key focus was actively participating in hiring and interviewing to build the team I knew we needed. I then established clear onboarding processes, creating detailed documentation, step-by-step guides in Confluence, and video guides to help new designers ramp up quickly.
I mentored, supervised, and guided the team, fostering their growth while directing design efforts. We collaboratively polished and expanded the Design System (v2), adding Figma tokens, improving organization, and ensuring consistency 'by the book'.
I also focused on improving our design operations, establishing processes and flows within Jira, defining detailed user flows for features, and increasing the use of prototypes for validation across the evolving product suite.
Core Responsibilities
- Establishing and evolving brand identity and guidelines.
- Leading end-to-end UX/UI design for 5 web and 3 mobile SaaS products.
- Creating detailed user flows, wireframes, prototypes, and hi-fi mockups.
- Initiating, building, and iterating on the multi-product Design System.
- Producing diverse marketing and branding collateral (early phase).
- Building, leading, and mentoring the Product Design team.
- Actively participating in designer hiring and interviews.
- Establishing team processes, documentation (Confluence), and workflows (Jira).
- Creating onboarding materials and guiding new team members.
- Driving user-centered design principles through close collaboration with stakeholders, customer service, and user feedback channels.
- Guiding development and performing QA on marketing website implementations.
- Implementing and refining design workflows within an Agile environment.
SaaS Suite
SaaS Suite
The Product Ecosystem
Starting with the redesign and enhancement of the foundational BatchSkipTracing product, we strategically expanded the offerings into a cohesive suite of five products designed to empower real estate professionals throughout their workflow. I led the design for each of these platforms across web and mobile where applicable.
Foundational Framework:
The BatchService Design System
To manage the complexity and ensure consistency across the burgeoning product suite and growing team, I initiated and incrementally built the BatchService Design System from the ground up, in parallel with the core brand identity. It started organically, addressing immediate needs, and evolved through two major versions (v2 & v3) into a robust framework used across Web, iOS, and Android platforms.
- BatchService Design System
This involved
Defining foundational styles (color, typography, spacing, iconography)
Building an extensive library of 550+ reusable UI components in Figma
Establishing clear usage guidelines and accessibility considerations
Collaborating closely with engineering leadership and teams for adoption and implementation
The BatchService Design System became the indispensable single source of truth, dramatically improving UI/UX consistency, accelerating design and development velocity, and ensuring a cohesive, professional experience across all BatchService products.
In the second version, working closely with the design team I hired, we significantly polished the system, implemented Figma tokens for better maintainability, improved component organization, and rigorously documented guidelines in Zeroheight.
Ensuring Brand Cohesion
Outcomes & Reflections
Summary of Impact
Established BatchService's foundational brand identity and built the design function from zero.
Successfully led UX/UI design for 5 complex SaaS products across web and mobile platforms.
Created, documented, and iterated on a comprehensive Design System (v1 & v2) adopted company-wide.
Scaled the design team and processes to effectively support company hyper-growth from 8 to 300+ employees.
Delivered thousands of high-fidelity screens and clear user flows, demonstrably shaping the product suite's user experience.
Key Learnings
The paramount importance of proactive design systems and branding in rapidly scaling environments.
Effective strategies for building, mentoring, and leading high-performing design teams under pressure.
Mastering cross-functional collaboration and communication in fast-paced Agile settings.
Navigating the constant balance between ideal user experience, business objectives, and technical feasibility.
My three years at BatchService were an intense, rewarding period of immense growth, challenge, and creation. It solidified my passion for solving complex problems through user-centered design and strategic thinking. As Confucius said, "Choose a job you love, and you will never have to work a day in your life."