Heather Juneau

CASE STUDY

Designing EOS One from the Ground Up

0-1 Software

Overview

EOS One is the official software platform for companies running on the Entrepreneurial Operating System (EOS®). I led the design team in building and launching this B2B SaaS product from scratch, taking it from concept to MVP to full product launch in just 18 months. Our mission was to create a clean, intuitive, and scalable product that helps teams implement EOS more effectively, drive adoption through a seamless trial-to-paid experience, and support long-term success with ongoing education and usability.

Problem

Before EOS One, companies running on EOS relied on a mix of spreadsheets, docs, other software, or third-party tools that weren’t purpose-built for the EOS process. This led to fragmentation, inconsistent usage, and low team-wide adoption.

We saw an opportunity to:

  • Provide an official, all-in-one tool aligned with the EOS framework
  • Make it easy for companies to onboard, invite team members, and get value quickly
  • Support expansion through user-friendly workflows and education built into the experience

Roles

  • Led a team of 3 product designers, providing creative direction, mentorship, and strategic prioritization

  • Collaborated daily with product managers, engineers, the data team, support, and stakeholders to align on user and business goals

  • Spearheaded user research initiatives, persona development, and validation processes
  • Participated in design sprints and cross-functional workshops to explore and refine feature ideas
  • Championed lean design practices and helped establish a culture of rapid iteration and continuous learning
  • Designed end-to-end product solutions and created high-fidelity mockups in Figma
    • EOSone-screens

    Approach

    Research & Strategy

    • Conducted a competitive analysis to understand feature gaps, UX patterns, and positioning opportunities
    • Interviewed and surveyed potential users to identify key needs, pain points, and success behaviors
    • Created detailed personas and mapped user journeys to guide onboarding, trial flow, and core feature design

    Lean, Iterative Product Development
    • Defined and prioritized features for our MVP, aligning design and product teams through structured user stories
    • Worked in two-week sprints using Scrum methodology, collaborating closely with product managers, engineers, stakeholders, and customer support
    • Used Azure DevOps to manage and organize our backlog

    Validation & Testing
    • Ran user surveys, 1:1 interviews, and collected in-app feedback using tools like Pendo, Lyssna, and Airfocus
    • Conducted A/B tests with VWO to optimize homepage messaging and conversion
    • Facilitated design sprints to rapidly prototype and validate new ideas across teams
    • Used Miro for cross-functional collaboration, card sorting, user flows and journey mapping

    Onboarding & Education
    • Designed a seamless onboarding flow for new users, with contextual education embedded throughout the product
    • Created in-app user guides to help teams self-serve and adopt the EOS process at their own pace
    • Focused on encouraging team invites during trial to support expansion and engagement
    • Created an in-app Resource Center where users could view announcements, view a set of educational videos, provide feedback and access the knowledge base and roadmap

    Production

    Desktop-NewUser
    Guide-ResourceCenter
    EOS One-VTO

    Behind the Scenes

    Sign Up Flow

    Sign-up-Flow

    Low-Fidelity Mockups

    Homepage-low1.webp
    Figma Mockups
    figma-meeting-1.webp
    Scorecard Sketches
    Scorecard_Sketch.webp
    User Flow
    User-Flow
    Persona
    Persona
    Outcomes & Impact

    • Transformed a free beta into a revenue-generating platform with $1.5M ARR and 11% free-to-trial, 63% trial-to-paid conversion rates 1 year post general availability
    • Launched EOS One MVP in just 18 months
    • Built an intuitive, scalable platform used by businesses, EOS implementers and their clients
    • Created a guided trial experience that encouraged team collaboration and faster activation
    • Enabled product-led growth with in-app insights, guides, and education
    • Established a feedback loop that allowed for ongoing iteration and roadmap refinement
    • Improved homepage performance and trial conversion through A/B testing

    Tools & Methods Used

    • Design & Prototyping: Figma, Miro
    • Research & Feedback: Lyssna, Pendo, Airfocus
    • Experimentation: VWO (A/B Testing), Pendo (A/B Testing)
    • Project Management: Azure DevOps, Asana
    • Methodologies: Agile (Scrum), Design Sprints

    What I Learned

    Building EOS One from the ground up was a crash course in juggling user needs, business goals, and moving fast. Leading the effort really showed me how powerful cross-functional collaboration, clear systems thinking, and constant user feedback can be. It also proved how strong design leadership can bring clarity, boost adoption, and help a product thrive long-term.

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