SaaS CRM Webapp (Dashboards)

TradieFlow handles leads, schedules quote meetings, books jobs, and sends invoices all from one app.
Image of CRM Dashboard
Company
TradieFlow is part of the TradieDigital family, providing services tailored to tradespeople.
Industry
Home & Commercial Service, Business Management, CRM, Appliance Repair Business, Telecommunication, Sales, Team Management
Role
Lead Product Designer
Key Areas
Product design
SAAS
B2B
B2B2C
Personas
Product Strategy
User research
Market Research
Data
Visual Design

About

Our product is a game-changer for tradespeople, addressing critical pain points that have long plagued their businesses. We understand the challenges they face, particularly in sales and customer management, which led us to develop a solution that revolutionizes their daily operations.

With our product, tradies can effortlessly create and manage invoices, track unpaid ones, generate professional quotes and marketing materials, and keep tabs on ongoing jobs. This simplifies their workflow, ensuring that they never forget to send invoices promptly, thereby optimizing cash flow. Additionally, our innovative approach minimizes the hassle of chasing unpaid invoices, allowing tradespeople to focus on their core work.

The impact has been significant, not only in resolving these issues but also in the profitability it has brought to the market. Tradespeople now have a user-friendly, all-in-one tool that enhances their professionalism, increases their chances of securing jobs, and boosts overall efficiency.

Stats & Results

Timeframe
4 months
Team
6 people
Invoices Paid
+23%
Conversion
+40%

The Design Process

01
Research
Since the other segments of the company family already had active clients within the target demographic, finding interview participants was a straightforward process. I conducted both qualitative and quantitative research, with the primary focus on identifying user problems. Additionally, I performed competitor analysis and large-scale survey research.
02
Ideate & Define
We analyzed the business aspects, created personas, organized workshops, narrowed down our target audience, and identified the features we wanted to develop. I defined the product's personality, the brand, the color scheme, typography, and the logo.
03
Platform Map (IA)
I've crafted a customized information architecture for each user's behavioral profile, with the goal of enhancing their overall experience and optimizing their ability to achieve their objectives when interacting with other users on the platform.
04
UI
Creating the UI proved to be a substantial undertaking, given the project's extensive nature, with over 400 screens. To maintain a professional and cohesive approach, I meticulously built a comprehensive design system from the ground up
05
Usability Testing
Prior to launching new features, we conducted usability tests to ensure that our solutions effectively addressed the requirements of expatriates, delivering utility, value, and clarity. We conducted these tests with all behavioral profiles and target subgroups to ensure comprehensive coverage and relevance.
06
CRO & Live Testing
We initially implemented an early onboarding concept that yielded subpar results in our analytics. However, with the introduction of the new onboarding flow, we observed a remarkable 400% increase in the number of users who successfully completed the onboarding process compared to the previous concept.

Platform Map

This platform map is a simplified version that illustrates the fundamental branching points of the website.

Flowchart and information architecture

Onboarding

Onboarding flow for contracting business webapp
+40%
Results showed that the new onboarding performed 40% better than the previous one.
Tools:
Google Analytics, Inspectlet

Clients - Funnel View

Users have the flexibility to seamlessly switch between different views on the Client page. One of these views is the Funnel View, which visually represents the active clients within the sales funnel of the system. Tradespeople can engage with the displayed information by simply dragging and dropping the corresponding elements.

Project management for contracting businesses

Calendar

Our research indicated that Tradespeople have diverse preferences when it comes to their calendars. Consequently, I've developed three distinct calendar views - daily, weekly, and monthly. Users can effortlessly engage with these calendars, and each event type is color-coded to align with the respective sales stages for a more intuitive experience.

Emails - Custom Logic

The email system encompasses all the features typically found in standard email software solutions. In addition to these standard functionalities, I've incorporated some extra features, such as the "Set Aside" and "Reply Later" categories. Custom logic has been integrated to ensure that users never overlook important tasks and to enhance their overall productivity.

Emailing feature for tradespeople

Invoices

Invoicing and invoice statistics hold significant importance for Tradespeople. Our research has revealed that individuals perform distinct tasks based on the client's position within the sales funnel and the status of the invoice. Users can execute various actions within the system corresponding to specific sales stages and invoicing tags (such as sent, pending, and overdue), optimizing their workflow based on these criteria.

CRM and Sales Webapp for tradespeople

Settings

I've created a streamlined onboarding process that captures essential user data efficiently. Subsequently, we store this data in contexts where it holds relevance. For instance, when users complete their first invoice, we automatically save their business information. To further enhance system flexibility, users have the ability to edit all their details within the various settings options as needed.

Calendar feature - CRM

Quotes

Tradespeople's clients have the capability to engage with the quotes they receive. They can choose to accept, decline, or provide comments and request modifications on these documents, fostering a collaborative and interactive process.

Invoicing feature for contracting businesses

Payments

We introduced the payments functionality to enhance the convenience and accessibility of the payment process for both parties. Rather than relying on Stripe, which typically requires tradespeople to complete nearly 60 data fields for verification, I proposed an alternative approach. As a result, we successfully reduced and simplified the required data entries to just 10, streamlining the process.

Checking out and paying for invoices