scope
I owned the accounting and invoicing service end-to-end for 2+ yrs, from identifying the core problems through research, to shipping and measuring the outcomes. Redesigned new accounting experience for small businesses, onboarding process, goal tracking, upsell flows, improving usability and business outcomes and much more.
About
problems
The initial product itself had bunch of ux problems that risked business and created churn.
The interface did not show issues with documents, bank statements, or connected accounts
Clients frequently missed important deadlines
Accountants would rush trying to review all documents before deadline
Pages loaded slowly, poor ui created feeling of unprofessionalism
No onboarding for new users
ideation
We needed to design a service that would clearly shows all stages of the accounting process without overwhelming users. Our goal was to improve onboarding and make the flow easier for new customers, while also creating a more self-sufficient experience for clients in countries where we don’t provide full accounting services but who can still use the platform as a powerful tool.
Analyzed our client support tickets and frequently asked questions.
Competitive research to benchmark best practices
Dozens of interviews with clients and accountants.
Pages loaded slowly, poor ui created feeling of unprofessionalism
Analyzed Amplitude to measure user behavior and validate design decisions.
Redesigned whole accounting platoform : new documents, transactions table, overview/score page. Over 50 usability tests with our own teams and users
Accounting score
A progress tracker showing how close a client is to completing their reporting period.
On-time reporting: 17% → 32%
Deadline card
Make the process visible. Every stage of the accounting cycle should be legible to the client without them needing to ask.
On-time reporting: 17% → 32%
AI document analyzer
Catch errors before submission. Document problems should be surfaced to the client before they reach the accountant — not after.
Reduced document errors by: 50%
Auto attachments, new table design
Catch errors before submission. Document problems should be surfaced to the client before they reach the accountant — not after.
transaction reconciliation: 14% → 22.5%
