The first step to reorganizing design was to break those patterns of classic SaaS design thinking, says O’Brien.
Initially, design within the company followed a more classic SaaS playbook: User interface (UI) designers were embedded in developer Scrum teams and created assets for the developers who needed them. The factors described above created a situation in which the company’s internal design competency was low and design catch-up was needed within the organization as a whole. During his career with the company, he has headed product design for every product in the company’s portfolio. O’Brien started with LogMeIn in 2014 as an Innovation Catalyst in the company’s Innovation Lab. Related: 4 reasons to invest in UX design “We had to invest in product design and experience to remain competitive,” explains O’Brien. “Translating how design solves customer problems into something the C-Suite understands is a key component of elevating design within an organization.”īetween the pricing and innovative solution, LogMeIn’s IT users were willing to overlook any design shortcomings because of the product’s technical capabilities however, as the markets became more saturated, it was no longer enough for LogMeIn to have a freemium offer or products with superior technical capabilities. LogMeIn also introduced a freemium model to the market long before it was a common SaaS pricing tactic. Previously, IT professionals would have to drive several hours to a client’s location and sit down at their server to make any changes however, once LogMeIn entered the scene, those same people could suddenly fix issues on their clients’ servers from the comfort of their own home-or even working from the beach. The product was an industry game-changer. LogMeIn began as the RemotelyAnywhere app (with a name change in 2006) and was one of the first providers of remote access for Information Technology (IT) professionals. I sat down with O’Brien to learn how design has been key to remaining competitive in saturated markets, how they successfully manage design for a multitude of products, and more. We’ve also done a lot of work in terms of getting the customer experience right.” – Tim O’Brien, Director of Product Design, LogMeIn As we’ve scaled, the design team has had to break a lot of older patterns to help the entire organization see the value design brings to the table. In the early days, our products won markets with the technical capabilities and design wasn’t a major factor. Today, their impressive portfolio of companies includes GoToMeeting, LastPass,, and Grasshopper. LogMeIn started with a remote access product in the early 2000’s, and quickly began to build and acquire other products focused on technology that simplifies how people interact with each other and the world around them. LogMeIn has the kind of success most SaaS companies can only dream of: they’re one of the top 10 SaaS companies in the world and are industry leaders in all of their markets.
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