Juan Neira

SaddleFit

01

SaddleFit started as an idea — one born from a real problem many riders face: poor saddle fit. What made this project special was the challenge of blending tradition with technology. Together, we created a brand and digital platform that feels just as authentic as it is advanced. From 3D scanning to clean UX/UI, every detail was designed to make riders’ lives easier and horses’ lives better.

Client:

SaddleFit

My Role:

Product Designer and Creative Lead

Year:

2023 - 2024

Service Provided:

Product Design, Brand Design

The Challenge

The goal was to turn SaddleFit into a trusted marketplace and brand. Key challenges included:


  • Starting from scratch with limited clear vision or brand assets

  • Appealing to both tech-savvy riders and traditional equestrians

  • Building trust with users in a niche, skeptical market

  • Creating a clear platform where 3D scan data could guide saddle fit

  • Ensuring a strong representation of women across brand visuals

  • Creating a user-friendly and easy-to-navigate platform

Process

We began by building the foundation: personas, brand direction, and stylescapes. After running focus groups during a live 3D scan demo, we adjusted visual tone and representation based on feedback. Riders preferred a balanced mix of masculine and feminine energy, and we delivered.

From there, I designed the brand identity, including logo, typography, tone of voice, and colour palette. We then mapped the full user journey and interface, focusing on simplicity, function, and emotional connection.

I used tools like Figma, Midjourney, and ChatGPT to speed up mockups, explore brand voice, and create basic design systems for a cohesive and speedy roll-out, and ease of collaboration with development teams.


Solution

  • Designed a clean, modern UI with easy filters, fit scores, and product info

  • Mapped user flows for both buyer and admin experiences

  • Rebuilt the internal dashboard for managing scans, products, and riders

  • Used AI tools (Chatgpt, Midjourney) to speed up strategy, content, and creative

  • Built a flexible visual brand and component library for scalable development

Outcome

SaddleFit had a soft launch in 2024 as a smart, rider-first platform. It gave equestrians a better way to find saddles, reduced guesswork, and supported the well-being of horses through a better fit.


Key takeaways:


  • Design builds trust: A Clean, thoughtful UX was essential in winning over first-time users.

  • Balance matters: Blending innovation with equestrian tradition made the brand feel fresh, but still rooted.

  • Listen to users early: Feedback from riders helped shape everything from the visual tone to the user flow.


Customer Review

“Juan knocked it out of the park on our project! His attention to detail and passion for branding make it fun to engage with him. The quality of his work is impeccable. If you are looking for the best of the best look no further. We will be using Juan on all projects moving forward.”


Jason, SaddleFit.io

👉 Watch the case study presentation here