Unternehmerheld

Unternehmerheld is a B2B SaaS platform helping German small business owners create business plans and financial plans. The platform had high onboarding abandonment and the core editor (a structured, multi-chapter business plan builder) created cognitive overload. Users were dropping off before activating key features.

Product designer working directly with PM and CEO. Scope covered: login redesign, main dashboard, business plan editor UX, founder profile onboarding flow, and research deliverables. ~6,000 active users at time of engagement. Ran in parallel with Hotel Sync.

• Redesigned login: split layout with value proposition + multi-provider auth (Google, Apple, LinkedIn, Microsoft)
• Redesigned main dashboard: document list with progress indicators, activity history, integrated partner widgets
• Restructured business plan editor into a 3-panel layout: chapter navigation left, active editor center, writing guide/comments right
• Applied progressive disclosure to Founder Profile modal: collect only relevant fields in a focused overlay
• Designed user personas as research artifacts to align PM and CEO on user needs
• Weekly feedback loops directly with PM and CEO throughout engagement

The core product was a multi-chapter business plan editor. Users needed to write across 10+ chapters, track progress, answer guided questions, review examples, manage comments, and restore previous versions, all without being overwhelmed. The 3-panel layout separated navigation, active editing, and contextual guidance.