HYNX - Visionary Customer Experience B2B SaaS
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At SOIR, HYNX came to us to reimagine how subscription businesses can proactively reduce churn at the critical moment of cancellation. HYNX is a B2B SaaS platform designed to offer customizable cancel flows — enabling companies to transform at-risk customer interactions into opportunities for retention. Our goal was to create a seamless, user-friendly product experience supported by a strong visual identity that would resonate with modern SaaS businesses looking for simplicity and impact.
Throughout the project, we maintained a user-centred design philosophy, carefully balancing ease-of-use with the need for powerful, configurable features. Our deliverables included a complete SaaS web application design, a scalable design system for future development, and a conversion-focused marketing website — all unified by a brand identity built around trust, clarity, and modernity.
Overview
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Overview
Churn remains one of the most persistent challenges for subscription-based businesses. While the market offers several enterprise-scale solutions, many are bloated, complex, and inaccessible to leaner teams or growth-stage companies. HYNX set out to close this gap by offering a streamlined, no-code solution that allows businesses to easily build and deploy customized cancel flows, with the goal of reducing churn and retaining revenue without adding operational complexity.
To help realize this vision, HYNX needed more than just a product interface — they needed a brand and platform that conveyed confidence, usability, and a strong competitive position in a crowded market. The project required a full end-to-end design approach, from early strategy through to visual execution.
Problem
The churn prevention space is dominated by legacy platforms that are often expensive, difficult to set up, and overwhelming for smaller teams. HYNX identified the opportunity to deliver a focused, modern alternative — but they needed a product experience that would be instantly intuitive, a design system that would scale with their future growth, and a marketing presence capable of building trust with early customers.
Without these foundations, it would be difficult for HYNX to effectively enter the market or stand out against well-funded competitors. Our challenge was to create a SaaS platform and brand that not only met technical needs but also aligned closely with the expectations of today’s SaaS buyers.
Process
Our work with HYNX began with a deep dive into user research, mapping out the core user journeys that subscription businesses follow when configuring cancel flows. From this foundation, we developed wireframes and prototypes, carefully iterating the user experience to ensure it would minimize friction while maximizing flexibility.
In parallel, we developed the brand identity — a clean, modern aesthetic focused on approachability and intelligence. This visual system informed the design of both the web application and the marketing website. The application itself was structured around a three-step cancel flow builder, designed to make the setup process fast and intuitive even for non-technical users.
Throughout the process, we maintained a focus on scalability, ensuring that both the UI and brand system could evolve as HYNX expanded its feature set in the future.
Solution
We delivered a complete SaaS design ecosystem for HYNX, including a fully responsive web application built on a scalable design system, a developer-ready Figma handoff, a marketing website optimised for lead generation, and a distinctive brand identity.
The HYNX platform allows businesses to create and manage customized cancel flows in minutes, offering intelligent save actions such as discount offers, pause plan options, and final action prompts — all without requiring code. The clean, structured UI ensures that users can focus on building effective flows without distraction, while the marketing site positions HYNX clearly alongside more established competitors.
Result
HYNX now has a fully validated, market-ready product, brand and website, ready to enter the churn prevention space with a strong foundation. The designs enable HYNX to confidently approach early adopters, investors, and partners, with a clear, focused product story and an interface that reinforces ease-of-use and professionalism.
By combining modern UX best practices with a distinct visual identity, SOIR has helped position HYNX to grow into a serious contender in the SaaS retention market.
