Project Redesign
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As a Design Lead (2024–2025), I led the design of Invoicio (SaaS platform for invoice management) — from user research to UI overhaul and marketing campaigns.
Challenge
Project Timeline
User Research
UI&UX Optimization
Launch ads design
Results & Takeaways
When I joined, the team needed help with product adoption and stagnant conversions. The tool was powerful, but its interface was outdated and the paid plan was not promoted enough.
I kicked off with research, turned insights into designs, brought them to life with the dev team, and then hit the ground running with a marketing push.
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I decided to start with multiple in app surveys.
from insight we got a measurable starting point.
We focused on clean design, highlighting the most used features and increasing the conversion of free users to paying ones.
The paid plan changed name from
and components did get visual unification.
I reorganized menu and the navigation bar.
While showing previously disabled features with new “Pro” tag...
...leading to new Upgrade modal.
The form editor was also reworked. Most used features was highlighted or added to main panel for easier access.
Once the redesigned product was ready I created a series of banners and social media ads to boost awareness and attract new customers at the launch in Q1.
The redesign and marketing push delivered measurable impact.
The new people who came also stayed.
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And customer experience has improved.
Leading this project reinforced the value of pairing deep user insights with clear business goals. By listening to what users actually needed, enticement to upgrade, and aligning marketing with product improvements, we achieved tangible growth and higher satisfaction. The biggest win? Proving that design, when driven by data and purpose, can directly increase business performance.
Do you have a project in mind?
Let’s connect.
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