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Redesign of flagship product to unlock a new market
B2B · Finance · Series A · UX · New York
The feedback rolling in on the new Consolidation UI has been phenomenal.
It’s faster, cleaner and exactly what the customers have been asking for.
Lasse Kalkar, CEO, LiveFlow
LiveFlow achieved PMF with its offering for accountants and decided it was time to level up that offering for professional CFOs.
The redesign of their flagship Consolidation product helped landing new customers as well as grew usage of existing customers by making their workflow up to 20x faster.
After their USD 10.5M Series A funding from Valar Ventures, LiveFlow - an accounting product startup by ex-Revolut founders backed by YCombinator, decided they wanted to improve their Consolidation offering. They wanted to move beyond the product-market fit to cement their position as 'The #1 platform for multi-entity finance'.
LiveFlow asked PurpleDrop to audit the flagship product and engineer an experience capable of supporting enterprise-level adoption, translating the funding to market dominance.
The Before Version: Consolidation product of LiveFlow - an innovative layout which got them growth
The initial product had hit traction because it shifted the consolidation process from laborious, spreadsheet-based data entry to intelligent, visual orchestration. The users loved it and it helped fuel the first stages for growth.
But while the core layout was innovative, the product suffered from usability and accessibility issues and users wanted their workflow to be much faster.
We found three kinds of problems on the interface and addressed them.
Information Architecture and Layout - The layout was messy and disorganized, and the information was not well-grouped. This made users miss, or misuse, key features of the product.
Interface Elements - The overall colors and iconography looked scrappy and dated. Perhaps okay for small sized accounting firms, but not for professional CFOs - which was the market we were gearing towards.
Point, Click and Drag interactions - for heavy users, the number of these interactions was still quite large, going into thousands in a few cases. This was the most high-leverage area for design.
GoldFun Inc
Home
Dashboards
Consolidation
Benchmarking
Account Rollup
Spreadsheets
Google Sheets
Microsoft Excel
Templates
Settings
Help and Support
Jack
Jack@goldfun.com
Consolidation Groups
+ New group
NAME
Blue Diamond
Vegas discount nutrition
LiveFlow Vegas discount nutrition
Vegas discount nutrition consolidated
Red Diamond
Green Star
FastTrack Marketing
Health Hub Innovations
Wellness Wave Solutions
Dynamic Wellness Strategies
Nutrient Nexus
Vitality Ventures
CREATED DATE
24 Dec 2024
24 Dec 2024
24 Dec 2024
24 Dec 2024
24 Dec 2024
24 Dec 2024
24 Dec 2024
24 Dec 2024
24 Dec 2024
24 Dec 2024
24 Dec 2024
24 Dec 2024
COMPANIES
4
5
6
8
11
10
12
14
5
7
9
10
ACTIONS
Management Overview: We moved Consolidation groups to a central page - easy to monitor and edit
We made the Consolidation groups clearly discoverable, scannable and actionable by giving them a separate, independent page with corresponding action buttons in each row.
Manage Entities
Name
Cakes of Bliss
Presentation Currency
USD - US Dollar
Entities Source
Quickbooks
Entities (4)
Add
Cakes of Bliss - USA
NYC Office
Cakes of Bliss - United Kingdom
London Office
Cakes of Bliss - India
Mumbai Office
Cakes of Bliss - Taiwan
CBD Office
Easier Layout: The settings for the groups were moved to a clean sidebar
The configuration of each group was moved from a messy popup to a visually clean and simple sidebar to preserve context and user flow.
GoldFun Inc
Home
Dashboards
Consolidation
Benchmarking
Account Rollup
Spreadsheets
Google Sheets
Microsoft Excel
Templates
Settings
Help and Support
Jack
Jack@goldfun.com
Cakes of Bliss
4 entities
Set FX Rates
Manage Entities
Profit & Loss
Balance Sheet
Cash Flow
Cost of Goods Sold
Cost of Goods Sold
37,210,881
Sales
221,276
Services
179,100
5020 Shoes
720,013
5030 Delivery Fees
310,013
Total
221,276
Search companies and accounts(/)
CoB Pune
INR -> EUR
0/1
Cost of Goods Sold
278,715
Cost of Goods Sold
278,715
Total
CoB Berlin
2/3
Cost of Goods Sold
Cost of Goods Sold
7,200
Total Cost of Goods Sold
CoB NYC
USD -> EUR
0/3
Cost of Goods Sold
5010 T-Shirts
14,206,700
Total 5010 T-shirts
5020 Shoes
20,247,700
5030 Delivery Fees
179,100
Total Cost of Goods Sold
CoB Dubai
AED -> EUR
5/9
Cost of Goods Sold
5010 Residential Property Purchase
218,085
5020 Commercial Property Purchase
217,980
5080 Property Legal Fees
107,464
5090 Property Interest
107,937
Total Cost of Goods Sold
Meaningful & Clean: We cleaned the UI with semantic colors and accessible text
We made the layout cleaner and more iconic. We adjusted the text color for accessibility and made the icons semantic in shape and color.
Cracking the code: A core interaction insight helped us dramatically improve the workflow. Can you find it in this UI?
Finally we added a family of new interactions which dramatically reduced the time taken to map the individual accounts to the consolidated accounts.
Interactions in motion: Finding sales accounts across entities and mapping them
And we got astounding results - customer love, ease of use and thus business expansion
Ready to delight your customers with better product design?
Talk to us
PurpleDrop
PurpleDrop B.V.
Griendstraat 34· 1069 VB Amsterdam
The Netherlands
gaurav@purpledrop.nl