Invoice Simple
Design System & Payments Solution
Invoice Simple is the highest-rated invoicing app for freelancers, contractors, and small business owners.
The Final Result
Frictionless experience that would drive user adoption and measurable financial growth.
Project Overview
This project showcases my ability to merge deep research and rapid prototyping with high-level product strategy. By focusing on both user needs and business goals, I delivered a solution that transformed how the platform generates value.
My Role
Principal Product Designer/
Product Manager
I served as the strategic driver for this transformation. Beginning as a product designer, I quickly transitioned into a leadership role where I defined the platform’s vision. I led cross-functional teams to build scalable systems that moved the needle. My work effectively positioned the platform as a long-term leader in the digital payment space.
The Problem
The core challenge was scalability. We needed to move Invoice Simple beyond basic invoicing and deliver a seamless payments solution.
The Team
I collaborated with a focused team of three developers, various SaaS vendors, and executive stakeholders to align the product vision with technical feasibility.
My Methods
To ensure success, I employed a rigorous methodology including competitive analysis, user research, and usability testing. I utilized prototyping and verification testing to validate every stage of the user journey.
The Result
Our strategic overhaul led to a solution that converted 80,000 users. The platform successfully scaled to $30M in monthly processing volume and generated $5M in annual revenue.
Design System Foundation
Initially, the app’s UI was inconsistent. Duplicated elements and accessibility gaps created friction for users and slowed down our developers. To fix this, I led a comprehensive audit to identify bottlenecks. I then built a modular design system in Figma, incorporating a robust component library, style guides, and high accessibility standards
Design System
I developed a component-based system that unified dozens of disparate entities
– such as profiles, wallets, and contracts into one consistent, scalable framework.
The Payments Solution
The Challenge
Our existing third-party payment integration was failing. It suffered from low approval rates, a confusing checkout flow, and a lack of data visibility regarding user drop-offs.
The Solution
I rebuilt the onboarding flows internally to gain full control of the experience. By integrating address verification and KYC checks, I redesigned the checkout for maximum clarity. This strategic shift reduced friction and allowed the solution to scale successfully.
Onboarding Flow
I initiated the process with deep data analysis to uncover why users were dropping off. After validating these findings through workshops, I prioritized improvements that balanced user experience with business impact.
The Drop Offs
I identified four critical areas for improvement to enhance the user journey:
A) Personal Info – Since 80% of our users are sole proprietors, I removed unnecessary business data requirements.
B) Business Info – Simplified requirements for the remaining 20% of users.
C) Instant Approval – I targeted the 10-minute approval window to prevent users from falling into manual queues.
D) Total Approval Rate – Solving the above issues directly boosted this primary metric.
User's Address
Data showed that users needed to match 8 out of 10 data points with registry records for auto-approval. Most failures were due to simple typos. Consequently, I implemented a Google Maps search solution for auto-verification. This quick decision yielded massive success with minimal development effort.
Before
After
KYC Implementation
I identified a third-party KYC solution to verify information before submission. To validate this, I tested a group of 100 users who had previously failed approval. By allowing users to fix discrepancies in real-time, the KYC integration produced outstanding approval results.
Checkout
After fixing onboarding, I focused on the checkout experience. Research revealed that users were confused and thought PayPal was their only payment option. By rearranging and custom-styling the buttons, I made all payment methods visible. This simple change increased checkout conversions by 9% within 48 hours.
UX Design Process
I led the entire lifecycle from early wireframes to the final launch. We constantly validated our assumptions through testing and iterated based on real-world results.
Flows
Simplified onboarding by removing redundant steps for sole proprietors.
Prototypes & Wireframes
Built interactive models to test navigation and checkout clarity.
Address Verification
Rebuilt forms with field-level tracking, raising approvals from 73% to 79%.
KYC Integration
Improved instant approvals to 88% and total approvals to 93%.
Checkout Redesign
Clarified visual hierarchy to drive a 9% overall conversion lift.
Design System Support
Ensured all UI patterns remained consistent and accessible throughout the app.
Impact & Results
This project demonstrated how UX strategy delivers measurable business value. The payments solution transformed Invoice Simple into a revenue-driving powerhouse, ultimately leading to a successful acquisition by Evercommerce.
