Ageras offers digital solutions for accounting, bookkeeping, and tax services. Its flagship product, Billy, streamlines these financial processes for businesses.

Contribution

Discovery, UX, UI, motion design, design system

Role

Lead Product Designer

Industry

Fintech

Years

2021 – 2023

Key achievement

As the lead product designer for the company’s flagship product, my contributions helped Ageras raise subsequent investment rounds totaling approximately $228 million. The new design of key features, such as invoicing and bank reconciliation, resulted in a 24% increase in adoption rate and nearly a 10% increase in conversion from free to paid users.

My role

I revamped Billy to align with the latest UX/UI standards, ensuring a modern look and feel. The product was elevated to deliver an exceptional experience for our customers, ultimately leading to increased revenue and market share.

I was responsible for creating a comprehensive design system from scratch and successfully launching two fully functional and well-received products: a desktop app and a mobile app.

My approach

As a newcomer to the company, I had to grasp the ecosystem, roadmap, metrics, Go-To-Market strategy, personas, challenges, and much more.

I decided the best way to assess the current state was to organize product workshops (a discovery sprint). First, I selected exercises for a two-day workshop, and then I facilitated them with the product team.

The additional goals were following:

  • Align the team across project vision and goals,
  • Establish business priorities,
  • Identify needs & challenges,
  • Create inputs for a prioritised roadmap.

Understanding needs

Achieving compromise and finding the 'sweet spot' between the needs of users and the demands of the business is a challenging task. It doesn’t come with certainty – it always involves making bets, verifying, and iterating.

It’s important to clearly define the business goals and objectives. Understanding what the business aims to achieve helps in identifying design solutions that contribute to those goals while still meeting user expectations.

Competition analysis

I developed a spreadsheet to gather crucial information about the competitive landscape, aiming to gain a deeper understanding of the product's operating environment. This analysis helped identify areas where we could formulate unique selling propositions.

Sources: Crunchbase, Statista, articles review.

Deliverables

Here are some of my design decisions that impact user acquisition, influencing both UX and metrics:

Acquisition improvements

  • Autofocus on the first field: from a UX perspective, it guides users to the initial required action.
  • Humans respond positively to images of people, especially faces. People tend to look in the same direction as others. In this case, the woman is looking at the sign-up form, directing users' focus.
  • Building trust is currently more critical; hence, I used a picture of a smiling woman instead of a realistic product screenshot (intentionally reserved for the next step).
  • Research indicates that users frequently use the show/hide password feature, which is reflected in the design as well.

Accessibility in the spotlight

Some users face disabilities that compel them to navigate the internet using a keyboard instead of a mouse. Additionally, another group of users opts for keyboard commands and shortcuts to save time.

Taking these two target groups into consideration, I have designed a search function that caters to both needs.

Available in the web desktop app

Design system

From design to code.

Here's a segment of the design system that I co-developed with fellow developer Adrian Stabinski for Billy. This system is tailored for the web app, complemented by a separate one for mobile apps.

Opting for design tokens, we ensured consistent nomenclature between design and code elements. Every aspect of the interface, ranging from colors and spacing to intricate components (constructed from smaller pieces), boasts its coded (React Native) equivalents.

The documentation is housed on Storybook, and all components undergo visual testing via Chromatic.

Mobile app

Here are some real screenshots from the mobile apps I designed for Billy.

My goal was to reuse the same design system to the highest extent, which ended up with only 8 colors changes across light and dark mode. The app is already on app stores with ★️4.8 user rating.

Outcomes

After establishing specific Objectives and Key Results (OKRs), we meticulously measured performance metrics aligned with each Key Result to gauge the success of our initiatives.

These metrics were systematically tracked and analyzed, providing valuable insights into the effectiveness of our strategies and guiding further improvements.

Primary metrics

  • ↑24%

    Adoption of revamped features, such as invoicing and bank reconciliation, has increased user engagement.

  • ↑8.2%

    Increased day 37 conversion rate (after free trial period + 7 days).

Secondary metrics

  • NPS

    +17

  • Market expansion

    ↑35%

  • Engagement on mobile (after new apps version release)

    ↑30%

  • Reduced churn

    ↓5%

  • Data sources

    Google Analytics, Segment, Amplitude, Hotjar, Product Board