Client

Bizz Inc.

(pre-seed, early-stage start-up)

Team

My Role - Freelance UX/UI Designer

Rafaella Studart - Product Manager/UX Design Consultant

Timeframe

January 2020 - March 2020

Opportunity

Bizz Inc. was an early-stage start-up in its initial phases. The company's mission was to provide a product that surfaces insights in cash flow and financial forecasting. I was contacted by my colleague Rafaella Studart to help review and redesign the mobile application.

Kick-Off

Initial product market validation was done by another person to gauge product value in the marketplace. Because the app wasn’t in market yet there were still unknowns and questions unanswered. The conclusions after speaking with 20 business leaders validated that there is a core problem with understanding cash flow data.

<aside> 💭 “Accountants tell you about how you closed last month, but as a startup founder, who cares? I care when we’re going to run out of cash because the questions I’m being asked by investors are: ‘What’s your burn? What’s your projected runway?” - BF, start-up CEO

</aside>

Pain Points

• It’s difficult for start-up founders and small businesses to predict how well they will hold up with the current money they have.
• Reliance on bookkeepers to surface current financial standings

User Groups

• Core user group are small business owners and start-up founders (CEOs, CFOs)
• Secondary group are bookkeepers accountants they may have on their team etc.

Tooling

• Current common tooling around this space is Quickbooks and excel sheets
• They tell you your current numbers, but don't help with future projections.

Feature Prioritization

After our initial conversations, my collaboration with the team began with Rafa submitting a UX audit of the current app. Based on the breakdown she provided, we were able to establish a prioritization strategy.

We started to scope out what was needed, nice-to-haves, other things that weren't included, and what we would have to leave out for this first pass.

The most significant pieces we needed to tackle were:

1. Restructure the information architecture of the app
2. Update the visual and interaction design
3. Update and systemize the current style guide and establish a first pass design system