How illustration improves UX design is a principle we’ve seen in action at Standard Beagle. We’ve always believed that great UX design is rooted in empathy. It’s about understanding people — not just through research and data but through creative expression and the ability to communicate visually. And that’s why we believe some of the best UX designers are, at heart, illustrators.
This idea really came to life for us when we worked with Lauren Ashizawa, a talented illustrator who brought her visual storytelling skills to our design team. Her ability to translate abstract ideas into clear, user-centered visuals wasn’t just a nice-to-have. It became a core part of how illustration improves UX design and how we helped clients bridge the gap between what their users needed and what their product offered.
In this post, I want to share what we learned from Lauren’s background in illustration, and why product leaders in SaaS and health tech should care about visual thinkers on their UX teams.
How illustration builds UX empathy
Illustrators spend years honing their ability to understand an audience. They listen, observe, and then translate emotion, story, and meaning into visual form. That skill maps perfectly to UX.
When Lauren joined us, she brought that same mindset to user research. She didn’t just hear what users were saying — she could see the experience in her mind. That kind of visual empathy helped us uncover deeper insights, especially when we were working on interfaces that required clear communication for complex tasks.
For example, on one project involving a public health platform, Lauren developed custom illustrations to support onboarding instructions. Her work reduced user confusion and helped improve task completion rates. Her ability to visualize a user journey as a storyboard made our design process stronger, more efficient, and ultimately more human. It was a perfect example of how illustration improves UX design.
Visual communication is critical in UX
SaaS products often live or die by how quickly users can understand what to do next. Custom visuals — whether icons, illustrations, or diagrams — can reduce cognitive load and support user understanding in ways that text alone cannot.
Lauren helped us see this more clearly. She designed visuals for UI states like empty dashboards, error messages, and tooltips. These small touches had a big impact on the user experience. They brought personality to the product, guided users without overwhelming them, and built trust through clarity.
When done well, custom illustration isn’t decorative. It’s strategic—and it’s another way how illustration improves UX design across SaaS products.
Why visual thinkers make great UX team members
When you’re building a UX team for a complex product, having people who think visually can elevate everything. They’re often great at:
- Translating abstract workflows into simple flows
- Communicating ideas quickly with sketches and diagrams
- Bridging gaps between research insights and design execution
- Making complex concepts feel intuitive to the user
Lauren once told me that selling her art at conventions taught her how to listen carefully to what people wanted, even when they weren’t sure how to express it. That kind of skill is gold in UX.
Tips for SaaS leaders: When to invest in custom visuals
You don’t need a full-time illustrator on your team to benefit from visual storytelling, but you should think strategically about when custom visuals can help:
- Onboarding flows — Clarify value and guide new users with illustrations.
- Empty states — Use visuals to instruct and inspire rather than confuse.
- Product tours and walkthroughs — Combine visuals with microcopy for better results.
- Feature launches — Reinforce brand identity and guide usage with compelling visuals.
When custom visuals align with product goals, they’re not just pretty pictures. They’re UX accelerators.
Conclusion: Visual empathy drives better design
Lauren’s time at Standard Beagle taught us the value of embracing creativity as part of the UX process. Product leaders, especially in SaaS and health tech, should consider how visual thinkers can strengthen their teams. Empathy is a powerful driver of usability, clarity, and user trust. And illustration is one of the most effective tools for bringing that empathy to life.
If you’re wondering whether your product experience could benefit from a stronger visual strategy, we’d love to take a look. We offer free UX audits that identify opportunities for improvement — no meeting required.
Request your free UX audit today.
