Project Overview

FreshBooks Connect is a mobile application designed to streamline key workflows for team members and business owners in the trades industry. The app provides a simple and fluid platform built for teams, enabling team members to effortlessly log time, expenses, and mileage. For business owners and administrators, it delivers proactive and timely access to accurate, real-time data on project statuses and team performance, enhancing decision-making and operational efficiency.

Research and Discovery

To validate our assumptions and uncover real user needs, we conducted over 20 in-depth customer interviews using platforms like Great Question and User Interviews. Each session lasted about 45 minutes and provided valuable insights:

Key Findings:

• Business owners needed team members to quickly and accurately add their time and expenses to maintain clean and up-to-date books.
• Team members required easy access to necessary information while on job sites, emphasizing the need for a simple and intuitive interface.
• Owners expressed a desire for an all-in-one app to streamline operations, reducing the need to juggle multiple platforms.
• Different business segments had varying needs regarding expense tracking and client billing.

We also facilitated over six internal workshops involving stakeholders and subject matter experts:

Workshop Activities:

• Rose, Bud, Thorn Exercise: Assessed the strengths and weaknesses of the current app.
• Lean Canvas Sessions: Identified opportunities and essential features for the new app.
• User Journey Mapping: Explored daily routines of users to integrate the app seamlessly into their workflows.
• Jobs-to-Be-Done Framework: Clarified the tasks users aim to accomplish with the app.

These workshops fostered collaboration and ensured alignment with business objectives, incorporating valuable insights from long-standing team members about customer experiences.

The Challenge

Initially, our objective was to bring more users into the FreshBooks ecosystem by offering value that aids in daily tasks and promotes increased usage through team collaboration and client communication. We assumed that team members primarily needed a platform for messaging each other and keeping track of tasks. However, through extensive research, we discovered that business owners prioritized receiving accurate data from team members over communication features.

Impact and Outcomes

For Business Owners:

• Enhanced visibility into team activities and project statuses.
• Improved accuracy in project estimations and understanding of task durations.
• Simplified expense recording, leading to cleaner books and financial clarity.
• Future capabilities to share notes, tasks, and documents within the app, reducing reliance on external messaging platforms.

For Team Members in the Trades Vertical:

• Simplified input of time and expense data without administrative hassle.
• Access to necessary project information directly on job sites.
• Reduction in the need to use multiple apps, streamlining their workflow.

Early Feedback:

Received 18 sign-ups for early beta testing, indicating strong interest and validation of the app’s value proposition.

Design and Development

After the discovery phase, we initiated the design process by creating user flows to illustrate optimal paths within the app. We focused on setting organizational principles to present possibilities to the leadership team, highlighting the pros and cons of each approach.

Wireframing Process:

• Developed lightweight wireframes after approval of user flows.
• Used wireframes in user research to validate hypotheses.
• Underwent two iterations based on feedback from leadership, aiming to reduce development time and functionality for the General Availability (GA) release.

User Feedback and Iterations:

• Initial wireframes received positive feedback with minor suggestions.
• Adjusted the placement of the time tracker from a sticky bottom position to integration within the home page, based on user preferences and iOS conventions.
• Ensured the design did not hinder users seeking other information while on the job.

Key Features Decided Upon:

• Time Tracking: Prioritized due to its significance for both team members and business owners.
• Expenses: Enabled easy recording of expenses to prevent data loss.
• Projects (Read-Only): Included to provide context and improve organization, aligning with business goals.

Future Improvements

• Beta Release and Iteration: The app is currently under development for a beta release. We plan to conduct interviews with beta users to gather feedback and iterate on the design.
• Expanded Features: Future updates will focus on incorporating notes, tasks, and document sharing to further streamline communication and collaboration within teams.
• Continuous Engagement: Establishing a feedback loop with users to continually enhance the app based on their evolving needs.

My Role and Contributions

As the Product Design Lead, my responsibilities encompassed:

Strategy and Leadership:

• Setting the design strategy and guiding the overall vision of the app.
• Leading the design efforts and ensuring alignment with business objectives.
• Collaborating closely with stakeholders, including the leadership team and subject matter experts (SMEs).

Research and Collaboration:

• Played a pivotal role in conducting user research and facilitating internal workshops.
• Fostered an environment of open communication to gather diverse insights.

Design and Problem-Solving:

• Developed user flows and wireframes based on validated research.
• Made critical decisions on organizational principles, advocating for a user-centric approach.
• Demonstrated how integrating projects could simplify the user experience and improve feature utilization.

Challenges Overcome:

• Navigated shifting business priorities, which changed three times during the project.
• Facilitated stakeholder feedback sessions, ensuring everyone's perspectives were considered.
• Presented user-centric design processes to leadership, influencing key decisions.