Building AI B2B SaaS: Behind the Scenes

About Capable

Capable helps to turn prompts into team tools for everyday tasks with dynamic prompt-templates.

Challenges

• Capable's early version struggled with converting free users into subscriptions.
• Unclear how to structure reusable, dynamic prompts.
• Complex UX of the prompt builder, and people were bouncing off.
• Users underestimate the purpose of dynamic prompt templates.
• Inability to satisfy client requests for a B2B solution.
• Build a fundamental, long-lasting brand.

Solution

• Clear highlighting of paid features inside the platform, to show the user the value of buying a subscription.
• Refined the prompt builder to create prompts with variables more obvious and with fewer clicks.
• Easier navigation to bring value to new users immediately.
• User flow to differentiate Internal 70+ pre-built Capable templates.
• A fundamental rebranding, introducing the new name Capable, new logo, and complete brand direction.

Rebranding

We kicked off the rebranding with a deep 3-hour branding workshop touching every aspect of the business vision, product, and users. The branding team prepared a mood-board for another workshop session:

• 20+ metaphors for the brand
• 50+ logos and typefaces
• Color palettes
• Identity styles for expanding a brand’s communication
• (In each category, we narrowed it down to three options that best matched the vision.)

Then the team started creating logo concepts: We had 4 initial logo concepts visualizing the brand from different angles. It eventually came out to 40+ concepts with minor or significantly different touchings. And after 5 or even more circles of iterations, this is what we’ve accomplished.

User Testing

We’ve conducted user interviews, identifying users’ patterns for AI, and diving into Prompt Builder usage behavior. It is always very insightful to break the wall between designers’ expectations and real user behavior - as a result, every 30-minute interview got us 10-20 insights!

Focus on optimizing the UX

Building a new version was completely focused on optimizing the UX. Capable stands out with its accessibility and simplicity. The UX must be clear to every team. Merge design team has brought a new perspective on a Dynamic Builder UX:

• The layout has changed to have as much information on one screen as possible, to require less scrolling and clicks.
• Now variables could be inserted just by placing a “{{” while writing a prompt, or via Quick actions at the top.
• The Prompt builder got clear usage tips to help new users.
• Every paid feature is now highlighted for free users to showcase the value of the paid plan for increasing conversion.
• Variable set up has been redefined from the ground up: you can create a variable with a list of predefined options you can choose from later; add a placeholder or a hint for other prompt users so they can better understand what data is expected in a specific variable. Everything has been done for a seamless UX.
• We added an Organization Management alongside the prompt sharing feature to meet the demand of B2B users.
• Capable’s Pre-built Prompt Templates are accessed directly from the builder, or from the main Prompt list, where they could be easily hidden to give user a space to see only his templates.

Implementation

We worked closely with our devs, jumping on calls 2–3 times a week to have implementation very fast-paced. Our sync calls had the following structure — reviewing what’s done, what’s next, and adjusting the plan. We prioritized features based on what mattered most for the user and the release. First, we built the core — the builder. Then - subscriptions. We followed a strict 0-bug policy: after every deploy, we manually tested everything and logged every issue. Once the main flow was done, we cleaned up the entire platform to get it release-ready. We’re big fans of our tech stack because of how powerful, flexible and fast it is: Next.js, Supabase and Vercel. To speed things up even more, we used AI (V0) during development. Sure, it’s not perfect, but it was helping us find unblocking solutions faster. Our goal from day one was: deliver a high-performance, user-responsive, B2B-focused platform, that users will love.

As a result

Capable has successfully been launched on ProductHunt Our landing page conversion has skyrocketed to an insane 13% from every visitor into sign up. The team has a big vision ahead - follow Capable’s journey on X, and LinkedIn. Welcome to Capable!