I’m kicking off Season 2 of Off to the Valley with a special guest: Peter Loving, founder of User Active. This product design agency helps B2B SaaS companies transform user experiences and drive meaningful growth.

In this episode, Peter and I explore what makes great product design and why good UX can be a game-changer for SaaS founders. We discuss how the best SaaS products focus on removing friction in the user journey and why simplicity is difficult to achieve in design.

Here’s what you’ll get from this episode:

1. Common UX mistakes SaaS founders make and how to fix them

2. How to design your SaaS product to sell itself without the need for high-touch sales

3. Why reducing churn with thoughtful design should be a top priority

4. Peter’s insights on building a global business from Barcelona

One of the things that really stuck with me from our conversation was when Peter said:

“Great design isn’t about adding more. It’s about taking away. The most difficult task is creating something simple and intuitive.”

This episode is packed with actionable advice, whether you’re a founder, a product designer, or someone trying to build better SaaS experiences.