B2B product design · Utrecht, Netherlands
I design B2B software around the people doing the work.
I help founders and product teams turn complex rules into screens people can work with. My work includes healthcare workflows, financial dashboards and enterprise tools at United Airlines.
Tell me about your projectI work through the decisions behind each screen.
A dashboard can show every available field and still leave someone unsure what to do next. I start by understanding the person's role, the decisions they need to make and the information those decisions depend on.
For a new product, that means defining the core workflow before expanding the interface. For an existing platform, I look at where people lose context, repeat work or need to leave the product to finish a task.
I make the rules and exceptions visible.
I map the workflow with your team, then design the screens and states needed to support it. That can include permissions, assignment rules, empty states and the recovery path when an action fails.
I organize the design files and document behavior for your engineers. I also identify assumptions that need to be tested with the people using the product. The scope and deliverables are agreed before the project starts.
My recent work includes radiology and financial planning.
For i-medical, I designed controls for assigning radiology exams and managing doctor availability. The interface needed to explain the rules behind an assignment and let administrators change them.
See the radiology workflow case study ↗
For Neura, I designed a financial insights MVP around cash runway, explanations and a next step for business owners.
I agree the scope with the people building the product.
I work directly with founders and product teams. A project can cover a new MVP or a specific workflow in an existing product. For ongoing work, I can join your team's planning as an embedded designer.
Before starting, I need to understand who uses the product, what is already built and which decisions are still open. I then agree the deliverables, fee and timing with you. The handoff can include responsive screens, interaction states and notes for implementation.
If you know the product is difficult to use but have not identified the cause, my guide to choosing a UX audit or redesign explains how I would approach that decision.
Client feedback
Clients value how I work with their teams.
“Bryan's communication has been exceptional. He was clear, proactive, and thoughtful in how he explained design decisions, asked the right questions, and iterated quickly based on feedback.”
“At the end of the project Bryan produced exceptional high-fidelity mock-ups and prototypes that our product team used to demo to business partners and hand-off for development with our software engineering team.”
I start with the problem you need to solve.
Send me a short description of your product, where you need help and your timing. I work directly with your team from Utrecht, with remote engagements across Europe and North America.
Prefer email? hello@studiogridline.com