Unimaze. Humanising a platform also means aligning the people who build it.
Unimaze called us in to improve the user experience of one of Iceland's most established e-invoicing platforms. But the problem wasn't only on the screens. The product had grown for years by stacking features, requests and internal fixes. Our job was to order that experience from the inside out: align the team, understand the user better, and redesign the touchpoints where the relationship was breaking.
A solid SaaS that needed more than working software to scale
Unimaze is one of Iceland's leading e-invoicing platforms — connecting businesses to the Peppol network and automating end-to-end workflows. The tech was solid, but the product had grown in layers, shaped by client requests rather than real user understanding.
Brought in to change the product. Stayed to change the culture.
Initially engaged to improve UX, it quickly became clear the challenges were symptoms of something deeper. Alongside design work, we ran weekly sessions with the team to build a shared understanding of the user and put them at the centre of every decision.
A coherent experience needs an aligned team.
At I LIFE YOU we believe experience doesn't only live in the interface. It lives in every decision: a label, an alert, an automation, an error screen, a support call, a roadmap request. For months we worked with the team to move from partial opinions to a shared understanding of the user.
Product, development, leadership and other key areas working on real usage problems.
Who uses the platform, in what context, under what pressure, and what they need to solve.
Every improvement was measured by its impact on the whole experience, not only technical or commercial feasibility.
Working was no longer enough: to scale, Unimaze needed to move from being a useful tool to offering a memorable experience worth sharing.
Designing for users already having a bad day.
This user arrives under pressure. Something is broken and they don't know what. The challenge was to increase their low psychological readiness to engage — to back them up before they give up.
The platform's job became answering three questions immediately:
- 1What went wrong?
- 2Why did it happen?
- 3What do I do — or who do I call — to fix it?
Look at every touchpoint, not only the screens.
The work wasn't only about improving visual components. It was about looking at the whole experience: product, support, messaging, states, errors, internal decisions and the relationship with the customer. Humanising a B2B platform doesn't mean making it friendlier on the outside. It means understanding the real context it's used in — and designing from there.
"When a product grows without a shared vision, features pile up. When it grows from a common intent, every improvement reinforces the whole experience."
From accumulated features to experience with intent.
The value of the project wasn't only in new screens. It was in helping Unimaze keep evolving with better judgement — moving from a platform built in layers to a product more aware of the person using it.
A digital product is also a service. And like any service, it becomes human when the team that designs, sells, builds and maintains it shares one intent: to better understand the person on the other side.
