The first thing I created for LedgerFlow wasn't a screen.

It was a set of questions.

I'm kicking off a new concept project: **LedgerFlow, an accounting and financial management SaaS platform for small businesses, freelancers and independent business owners.

The goal is to design a website that helps visitors understand what the product does, how it helps their business, and why they should book a demo.

But before opening Figma, I needed to understand the business.

So I created a website discovery and brand strategy questionnaire.

It covers:

→ Brand vision and business goals.

→ Target audience.

→ Website goals and user experience.

→ Branding and visual direction.

→ Services and offers.

→ Project direction and logistics.

I want to understand things like:

Who exactly are we designing for?

What problem does the product solve?

What makes it different from traditional accounting software?

What should visitors understand within the first few seconds?

And what would make them confident enough to book a demo?

Because the answers will influence the website's messaging, content, visual hierarchy and calls to action.

You can't design a clear experience when you don't understand what the business needs to communicate.

LedgerFlow is a concept project, but I'm treating the process like a real client engagement.

I'll be sharing the journey from discovery to website structure, UI design and Webflow development.

And if you're building a SaaS product or need a website that communicates your business value clearly, I'm open to website design and Webflow projects.

Let's talk about what you're building. 🤝

Starting with a discovery questionnaire instead of a screen is how good briefs begin, and "explain what LedgerFlow does in the first seconds" is the right goal to design around. Will the answers become a one page brief?

Redesigned and developed a premium WordPress website for Luxeline Chauffeurs Services, a UK-based executive chauffeur company, with a complete booking and customer management experience built around the business's daily operations.

The project involved extensive WordPress customisation, bespoke plugin development, booking automation and technical SEO, connecting the customer-facing website with the operational systems behind it.

Key Development Work:

1- Premium Website Design: Created a refined, responsive website with a professional presentation of chauffeur services, vehicle categories and a clear customer booking journey.

2- Custom Booking System: Developed a streamlined booking experience allowing customers to enter journey details, select vehicles, review pricing and submit booking requests.

3- Dynamic Pricing: Configured journey-based pricing with distance calculations, vehicle-specific rates, airport transfer requirements and configurable pricing rules.

4- VIP Client Accounts: Built dedicated customer account functionality, allowing clients to access booking information, monitor journey statuses and manage their booking records.

5- Bespoke WordPress Plugins: Developed custom functionality connecting booking activities, payment information and journey status updates between the WordPress administration dashboard and customer accounts.

6- Booking & Status Management: Improved the administrative workflow so booking progress and journey status changes could be managed centrally and reflected within the relevant client accounts.

7- Payments & Automated Communication: Integrated payment functionality alongside automated invoicing, booking-related emails and professional customer notifications.

8- Google Search Console: Set up and configured Google Search Console to support search performance monitoring, indexing management and the identification of technical search issues.

9- Technical SEO: Worked on the website's technical SEO foundations, including search engine crawlability, indexing configuration, XML sitemaps, metadata and mobile usability.

The Outcome

A tailored WordPress platform that brings the website, booking process and back-office operations together, reducing repetitive administration while providing customers with a clearer, more convenient way to arrange their journeys.

The project also established a stronger technical foundation for search visibility and ongoing website optimisation.

Rather than relying entirely on standard plugin features, the development was adapted to Luxeline's booking requirements, operational workflows and long-term website needs.

Seeing pricing before booking helps.