Nygen Analytics

B2B • SaaS • Startup

I led UX initiatives focused on conversion optimization, self-serve growth strategies, and scalable design systems for biotech analytics. My work contributed to increased user engagement, improved onboarding, and higher feature adoption.

Role

UX Lead

Duration

6 months • 2024-2025

Team

Parashar Dhapola

Oskar Börjesson

Elena Myadzeleva

Sukhitha Basnayake

Yi Su

Skills

UX Design & Strategy

UI Design

Product-Led Growth (PLG) UX

Conversion Rate Optimization

Design System

Scalable Design System

Tools

Figma

Miro

Canva

Webflow

HTML/CSS

Notion

PostHog

Userflow

Storylane

01. Introduction

Driving Retention, Growth & UX-Led Conversions

About Nygen Analytics

Nygen is a biotech startup and B2B SaaS platform that helps researchers streamline single-cell and spatial data analysis.

Despite its advanced capabilities, users struggled with onboarding, engagement, and discoverability, leading to high drop-off rates and missed conversion opportunities.

My Role as UX Lead

As the sole UX designer, I focused on improving activation, retention, and self-serve upgrades through strategic UX improvements.

I redesigned onboarding flows, optimized feature adoption, and transformed Nygen’s website from a single landing page into a multi-page site, enhancing product visibility and SEO.

How I Made an Impact

I tackled 3 key challenges to drive growth, engagement and conversions:
‍
1. Retention & activation: Improved onboarding and feature discovery to reduce drop-offs.
2. Brand visibility: Redesigned the website to boost engagement.
3. Conversion strategy: Optimized the freemium model with UX-driven upgrades.

02. Challenges

Select the different tab cards below to discover what problems I solved at Nygen.

“An amazing service”

Low User Retention & Activation

Users struggled to onboard and engage with the product, leading to high drop-off rates and missed conversion opportunities.

“One of a kind service”

Limited Brand Visibility & Growth

Nygen's landing page restricted discoverability, making it hard to attract new users and communicate product value effectively.

“The best service”

Lack of a Product-Led Growth Strategy

The existing freemium model was too generous, failing to drive conversions or sales, requiring a UX-driven approach to feature gating and self-serve upgrades.

03. My Role

To address these challenges, I focused on strategic UX improvements to enhance usability, drive conversions, and strengthen product growth:

• Revamped the onboarding flow: Improved clarity and reduced friction for new users.
• Redesigned the landing page: Boosted SEO, traffic, and product value communication.
•  Implemented feature gating & conversion modals: Optimized the freemium model to drive upgrades.
• Redesigned key user flows (e.g., dataset management, admin portal, etc.): Enhanced usability and retention.
• Collaborated cross-functionally: Worked closely with engineers, PMs, and leadership to align UX with business goals.

04. Impact & Results

These UX improvements led to measurable growth, increasing user activation, retention, and conversions while strengthening Nygen’s market presence.

+40%
Increase in User Activation

After UX-led onboarding optimizations

+65%
Increase in User Growth

Following full website redesign & onboarding improvements

+25
pages website

Designed & launched a multi-page website in my first month, replacing a single landing page.

+10
Complex key workflows streamlined

Simplified key user workflows for better efficiency.

05. Key Takeaways

Learning 1
Learning 2
Learning 3

Speed is Key, but Precision Wins

In a fast-moving startup, there’s always pressure to ship fast—but great UX isn’t just about speed.

I learned how to prioritize ruthlessly, execute efficiently, and refine the details that make an impact.
‍
Moving fast is necessary, but delivering well is what drives results.

Let Data Lead the Way

Good design isn’t just about intuition—it’s about tracking, testing, and adapting.

At Nygen, I learned to go back to the numbers, analyze user behavior, and validate decisions with data. The best UX comes from combining instinct with insights.

Own It & Make It Happen

As the sole UX Lead, I had to push forward ideas, advocate for users, and take ownership of key product decisions.

From launching a +25-page website in my first month to optimizing conversion flows, I learned that being bold, proactive, and decisive is what makes things happen in an early-stage startup.

Next: Nygen Case Studies

Interested in diving deeper? Take a look into my UX/UI accomplishments at Nygen Analytics.

Dark Abstract

Suspendisse varius enim in eros elementum tristique duis cursus.

Smooth Waves

Suspendisse varius enim in eros elementum tristique duis cursus.

Driving Scalable Self-Serve Growth:

How PLG & UX-Optimized Conversion Modals Increased Upgrades at Nygen

From Landing Page to Growth Engine:

How a Multi-Page Website Boosted Nygen’s Traffic & User Engagement

How Grate

Suspendisse varius enim in eros elementum tristique duis cursus.

What others say about me

Insights from some of the amazingly talented people I've worked with
“Romane’s design work is distinguished by her deep user empathy and ability to translate feedback into intuitive, impactful solutions. She is proactive in gathering insights and seamlessly integrates them into her process.
Arezou Solouki
Senior Product Manager
Flowbox
“Romane is a detailed product designer with a great eye for user and product implications. She was able to transform concepts into compelling designs and played a key role in customer-facing experiences.
Alejandro Ramírez
Chief Technical Officer
Flowbox
“Romane consistently brings a positive attitude and proactive mindset, always eager to learn and adapt. She stands out for her ability to translate feedback into actionable improvements and her genuine passion for user-centric design.”
Sofia Sorensen
Lead UX/UI Designer, Mentor
Telia
“Romane is methodical and conscientious, making collaboration effortless. At Nygen, we worked closely on new feature designs, and she was always a pleasure to work with.”
Oskar Börjesson Stenström
Co-Founder and Head of Engineering
Nygen Analytics
“Romane is an exceptional product designer, combining creativity, attention to detail, and empathy. Her collaborative spirit and positive energy make her a valuable asset to any team.”
Anjali Rajeev
Product Designer
Flowbox
“Romane is a skilled UX lead with a sharp understanding of product-customer fit. I was impressed by her ability to create thoughtful yet practical designs and her collaborative, user-focused mindset.”
Sukhitha Basnayake
Growth Marketing Specialist
Nygen Analytics
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