Factoring Platform — Btrust
The Problem
The factoring platform was built without a Product or UX Designer — only engineer logic. It was extremely complex to use, with users unable to understand the flows. Factoring itself (electronic invoicing, buying and selling invoices) is inherently complex, and the platform did nothing to simplify it.
The Process
Client interviews to deeply understand the flows. Qualitative and quantitative research. Service blueprints and journey maps in Miro. A/B testing. Design research methods to identify pain points and confusion.
The Solution
Holistic redesign of the entire platform. Main goal: enable clients to sell an invoice as easily and quickly as possible — no more than three clicks. Complete redesign of all flows including onboarding.
The Impact
Onboarding completion rate went from 13% (measured over 157 onboardings) to 97% (measured over 287 onboardings). Client satisfaction rose from 3.4 to 4.3 out of 5. Reduced errors and support tickets.