Software as a service, or SaaS, is seeing a rise in use as the world continues to turn to virtual platforms for work, communication, and entertainment. SaaS providers can be found at almost every level, for every project or business goal. Ultimately, despite the proliferation of SaaS providers, need will continue to drive the demand. After all, the development of technology continues year by year, and with new tech comes new consumer needs.
Designing a SaaS application can take anywhere from two months to a year — or more — depending on the team you have working on it. While the development timeline might seem centered on the actual launch, the goal of getting the SaaS out to the target audience, there are plenty of other vital steps along the way, starting even before technical development begins.
With my own SaaS product LogoDesign.net (a logo maker tool), launched successfully, I’m sharing my experience here with other aspirants. Here are the most important stages of designing a SaaS application.
Research And Need Assessment
By far the most important first step to be taken with the development of any SaaS application or product is to determine whether it needs to be developed to begin with. For example, if there’s no apparent niche that needs to be filled, is it really the best time to develop that particular app? And even if there is a need, is it a big enough need to justify the money and time spent on development, and ensure the success of the application? After that’s considered, what about the issue of competition — is the need already being filled by multiple other SaaS applications?
On the other hand, assessing the needs of the consumers can direct SaaS development in the most useful course, providing the app with a ready customer base once it’s launched.
Conducting market research before launching the design process involves locating pain points that are in need of solutions. This calls for not only research but an acute awareness of different processes that are carried out in the virtual world; for example, a marketing team that must schedule content that coincides with both advertising and email blasts. Often, the SaaS applications for which there is the most demand are for smaller portions of complicated processes, aimed at streamlining and simplifying tasks.
Determine Your Audience
Once you’ve determined what the need is for your proposed SaaS application, the next step is to determine your target audience. It’s relatively simple to work backward from need assessment to audience identification — typically, the need that you see will stem from a certain group of people. In the marketing example used earlier, marketing teams are a clear target for your SaaS application or product.
Typically, SaaS products are focused on one particular audience, with the application being adjusted and expanded as the needs of that audience adapt and grow. However, you may look at secondary audiences as well — individuals as well as companies that may benefit from your application, for example.
A key point here is nailing down the value that your SaaS will hold for your primary and secondary audience. That value may fluctuate depending on the target, but making sure that you have it clearly in mind at the beginning is a core part of directing SaaS development in the most useful fashion.
Again, it’s important to go back to the potential for competition. Who are your competitors? What does your potential SaaS application have that they don’t? How will you serve your customers in a better way than they will? How will you add extra value?
All of this plays into the ultimate development of any SaaS product or application, so it’s important to have it clear at the very start.
Ensuring User-Focused Design
The ins and outs of developing a SaaS application are different for each individual project, but if I had to boil it down to one key point, I would say that it is this: remember that it’s all about the user.
The viability of a SaaS product, more than almost any other aspect of the virtual world, depends on a workable user interface. User-friendliness is an absolute must. This goes back to knowing your target audience and what their needs are: as you develop your application, think about using it from their perspective. How does it fit into their daily work routine? How does it answer their issues and provide solutions to common problems? What value does it bring for streamlining processes?
In pursuit of this goal, one of the most important stages is after the initial iteration of the design and in the first testing phase. If possible, have your application tested out by a member of your core target audience. Get feedback and adjust accordingly. Remember, it’s all about the user, so user-focused, user-friendly design is imperative for the success of your SaaS application or product.
Business strategy and branding
So you’ve done your research, you’ve built the application, you’ve tested it to ensure functionality and user-friendliness. It’s almost time for the launch — but first, do you have your business strategy and branding in place?
Applications, functions, and products all perform best under the larger umbrella of the company behind their design. No SaaS application is an island — typically, SaaS developers have a string of products, all of which work well together and all of which should be marketed as a brand. Branding builds loyalty in your customers, and helps to highlight the reliability of your products. Simple branding may work best for SaaS applications, so as not to draw attention away from the product itself, but even a basic logo design can help to identify your application, make it memorable, and set it apart from your competition.
Along with that company branding, your overall business strategy for the launch of the application can enhance recognition and make it more likely that your application will succeed. Who you market to and how you market are big parts of that. Additionally, how you handle customer service — especially questions or complaints right after you launch, a period of time in which there’s almost always some sort of glitch — goes a long way to ensure that you have satisfied customers who will return to use the next iteration of your SaaS application.
The Takeaway
Developing SaaS applications isn’t a simple process, and along with the design of the product, there are other stages to consider in order to ensure a successful launch — and a long lifespan for your application, even as the world of tech and the needs of consumers continually change.
Lead image by Joan Gamell
