Brightflow AI
A financial intelligence platform.
My role
Product Design • Product Strategy • User Research • Information Architecture • User Interface • Interaction Design • Design Sprints • Behavioral Archetype Definition • Design System • Accessibility
In addition to leading the product design, responsibilities included defining feature priorities, roadmap, release notes, go-to-market plan, documenting and synthesizing feedback according to value and impact, creating and tracking OKRs, product strategy and process definition.
Defining archetypes
Discovery
Innovation workshops, design sprints and tiny design sprints
Outcome
I launched 6 core features including goals, sales, product demand and cash flow forecasts, credit score and a new onboarding flow. In addition to this, I led customer research and feature enhancements.
Credit Score feature increased stickiness and engagement by approx 40%.
Onboarding flow reduced drop off rate from 90% to 5%.
Onboarding
Problem
There was confusion over what integrations customers needed to use the product, and how long it would take to sync, resulting in frustrations and drop offs and more time per customer for Sales.
Solution
We created a new 2 step guided flow and ran an experiment with another new feature, the business credit score. We worked cross departmentally with marketing to set up a campaign, with targeted credit score keywords, and ran traffic to the onboarding flow. The experiment was a success with increased interest in the credit score, less friction with onboarding, more connections per visit and increased product usage per week. Onboarding was launched to production for all users and resulted in a reduction of drop offs by 85% and increase in sales efficiency as they no longer had to walk customers through onboarding.
