/OVERVIEW
Challenge
Tallybook helps freelancers send invoices and chase late payments. New users signed up, opened the editor once and left: it had twenty-six fields on one screen.
Approach
We rebuilt the editor around three questions: who, what and how much. Everything else fills itself from the last invoice. I designed the empty states, a gentle reminder sequence and a small animation for the moment an invoice is paid.
Outcome
Activation went from 18% to 41% of sign-ups in the first two months after launch, and the median time to a first invoice is now under four minutes. Late payments fell too: the reminder sequence goes out on its own, in the freelancer's own words, so nobody has to write the awkward email. The design system we set up now covers the web app and the iPhone app.
