Clarity
Clarity — the brief before the design. Strategy and positioning, research and discovery, content design and UX writing. So design isn't guessing.
View Clarity servicesPhoenux
Product design for SaaS teams who have to ship
Phoenux is a product design studio in Toronto and Lahore. We design and build SaaS interfaces, MVPs, and the systems underneath them — for product teams across the US and Canada. Design is the core craft. Not decoration after the roadmap is frozen.
10 years. 15 people. 50+ startups through to enterprises. Toronto · Lahore · remote.
Product teams we've designed for
Wrong product design is expensive
A product can ship on schedule, pass a stakeholder review, and still lose the user on day three. Support fills with "where do I…?" tickets. Sales demos hide journeys that break in production. Every squad invents its own UI because there's no system. Your product can look done and still feel unfinished. That's the gap we work in.
Two doors: Launch or Rebuild
We name the door early so scope and duration stay honest.
Stakeholders disagree about what's broken? It turns "we should fix UX someday" into a ranked plan you can buy. Start with UX Audit + AI Readiness
What we do: Creation, Clarity, Discovery
Creation
Creation — the core. Product and interface design, web UX, rapid MVPs, design systems, legacy modernization, and honest no-code/low-code when it's the right call. States that matter: empty, loading, error, edge cases. Handoff your engineers can trust.
Explore CreationDiscovery
Discovery — reach after the product is real. SEO, answer engine optimisation, conversion. Supporting the craft, not replacing it.
View Discovery servicesAI features, designed as product — not bolted-on chat
AI features get added to products that already confuse people, and trust erodes. We design the AI experience the same way we design anything else: states, failure modes, recovery paths, and a system that holds as the feature set grows.
Case studies: what we shipped and what changed
How a Phoenux engagement runs
- 1
Name the door
Launch or Rebuild, the journey that pays the bills, and what's explicitly out. You get a scope thesis and a cut list.
- 2
Map the journey
Structure, content jobs, and states before polish.
- 3
Design the states and the system
UI, components, microcopy where it matters.
- 4
Handoff or build
Specs your engineers can trust, or a working build on the lightest honest stack.
- 5
Retro
What worked, what to cut, what to buy next.
We don't disappear after Figma.
The receipts
Working across the US, Canada, MENA, Pakistan, and Europe.
Founded by Shahrukh Azhar and Ahmed Sadoon — 15 years of design and B2B SaaS experience per founder.
What does product design cost?
We don't sell hours. We size the design and the outcome you need. Focused sprints typically start around $8,000–$25,000 USD and run 1–3 weeks. Defined projects often fall in the $25,000–$120,000+ band, phased by journey. Retainers typically start around $12,000/month. Every estimate comes with a ±10% commitment band and its assumptions written down, usually within a week of the call.
What clients say
Where we work
Phoenux is based in Toronto, Canada and Lahore, Pakistan. Most of our clients are US and Canadian SaaS companies, and we work across North America, MENA, and Europe. Our teams overlap with North American hours by design — you get working sessions inside your day, not a handoff queue overnight.
Studio notes
Short notes from the work — dated, not decked.
- Launch or Rebuild
Most serious product design work fits one of two doors. Naming Launch or Rebuild early saves everyone from a vague website project.
- When a SaaS product needs a redesign
The UI looks finished. Users still stall. That is a SaaS product redesign problem — journeys and hierarchy, not a content sprint.
Frequently asked questions
What does Phoenux actually do?
Phoenux is a product design studio in Toronto and Lahore. We design and build things people use: MVPs, redesigns, SaaS interfaces, and design systems. Strategy briefs the work when you need it. Reach comes later, if the product needs to be found.
Who is Phoenux for?
Phoenux works with founders and product leads who treat product design as a product problem — mostly B2B SaaS, plus fintech, healthcare, and agencies. If you want decoration after the roadmap is frozen, or a slide deck with no ship plan, we're the wrong studio.
Does Phoenux work with US companies?
Yes — most Phoenux clients are US SaaS companies, including Sendoso, Dealpath, and SlashExperts. The studio is based in Toronto and Lahore, and our teams overlap with North American hours so working sessions happen inside your day.
Is Phoenux a Toronto design agency?
Yes. Phoenux has a team in Toronto, Canada alongside Lahore, Pakistan, and works with both Canadian and US product teams. Design, build, and handoff run from the same studio.
What's the difference between a design agency and a freelancer?
A freelancer is one person, so capacity and coverage stop when they do. A studio like Phoenux brings senior design judgment, systems, and continuity, plus strategy and build when the brief needs it. Freelancers fit small, isolated tasks. Studios fit products that have to ship and keep shipping.
How do I choose a product design agency?
Choose a partner who leads with product outcomes, shows real case studies, sizes work by scope rather than open-ended retainers, and can hand off cleanly to engineering. Ask whether design is the core craft or an add-on. At Phoenux design is the core — if you need SaaS UX or a rebuild, start with For SaaS or book a project call.
How much does product design cost at Phoenux?
Phoenux sizes work by scope, not hours. Focused sprints typically land around $8,000–$25,000 USD (1–3 weeks). Defined projects often fall in the $25,000–$120,000+ band, phased by journey. Every estimate includes a ±10% commitment band with written assumptions, usually within a week of the first call.
How long does it take to design and build an MVP?
Most Phoenux MVP engagements start with one priority journey and a controlled scope. Focused sprints run 1–3 weeks; a fuller MVP runs weeks to a few months depending on journey count and unknowns.
Can Phoenux design AI features for our product?
Yes. Phoenux designs conversational AI, agentic workflows, and AI-native design systems as product work — states, failure modes, and recovery paths, not a chat skin on the homepage. If you're unsure whether your product can take AI features yet, start with a UX Audit + AI Readiness.
Is Phoenux an SEO agency?
No — Phoenux is a product design studio, not an SEO agency. We offer SEO, AEO, GEO, and conversion work only as support for a product we've designed. We don't lead with it.
Can Phoenux get us into ChatGPT answers?
We won't promise that. Nobody controls what an AI assistant says. What Phoenux does in discovery work is make your product clearer and easier to retrieve — structured content, machine-readable sources, and honest measurement.
Got something to design?
Tell us whether you're Launching or Rebuilding, the journey that pays the bills, and what "better" means in terms you already track. We'll come back with a sprint or a project and a clear cut list — and we'll tell you honestly if we're the wrong studio for it.
Or email hello@phoenux.design · +1 256 669 0556