Challenge

Small business owners juggle clients, invoices and payments across many tools. The product had to stay simple enough for non-technical users while covering a growing feature set.

Scope

• Web app, iOS and Android
• Marketing site and landing pages
• Growth experiments
• Design system

Process

• Worked in a distributed cross-functional team of 10, mostly full-stack engineers, as the only designer.
• Owned design end to end: brand identity, landing pages, in-product flows, growth experiments and performance-driven UI.
• Shaped feature priorities with market research and competitor benchmarks.
• Tracked user behavior and mapped customer journeys (CJM) to find drop-offs in onboarding and activation.
• Ran landing-page and onboarding experiments together with marketing.

Outcomes

• ~1% landing-page lead conversion
• Best Ease of Use — Capterra
• Best Functionality & Features, CRM — GetApp