inDinero
Lead Designer
user experience • Team leadership • Product Strategy
inDinero is an accounting services company. Initially when I was hired, my main objective was updating some aesthetics of the product offering, managing a small team with two other designers. After a short time my main task became apparent, to completely overhaul the entire onboarding, tax, and accounting flows for users.
Over the course of months, I mapped out every possible journey that users may experience in the product. This often meant filling every wall of a conference room with sticky notes and yarn, leading from one part of the product to another. Our walls were coated in whiteboard material and they would be full of notes from ceiling to floor. To do this massive exercise, I needed the cooperation of every team and interviewed our sales teams, accounting teams, customer service teams, and tax preparers, to identify every point of interaction they had with the customer, and where custody of their data lied.
In creating a fully comprehensive map of the entirety of the user experience, I was able to identify critical failures in the onboarding experience, bringing the onboarding process from 3-6 months, to near immediate onboarding (officially concluding onboarding at the completion of the first months books). I developed systems for the tax preparers to roll forward updates to past information, and helped them develop new standards of security for managing critical customer information.
After performing a similar analysis of our software infrastructure, I identified that for the company, it would make more financial sense to use integrations with other accounting software. The company investigated my suggestion and did end up switching to an integration software model, which saved them from their massive development costs.
