Re-architecting B2B invoicing: from MVP to daily driver (https://dariamorozova.framer.website/invoices)EasyBiz helps SMEs in Luxembourg register and run their business. I was the sole designer on the product and owned invoicing end-to-end: from MVP 1.0 through the redesign that followed as we grew to our first 100 users over 2025 and saw what broke at scale. As a founding designer, I owned invoicing end-to-end, validated with real users, the back-office team, and support feedback as we grew to our first 100 users over 2025. Outcome I rebuilt EasyBiz invoicing from a card-based MVP into a flow that holds up at real volume. Measured with the support team after release, across all 100 users: −30% support tickets in the invoicing area Users stopped forgetting to attach transactions. The single biggest recurring ticket type dropped off. ~2× faster booking for the back-office team Staff no longer had to chase users to fix or attach transactions, or hunt for half-filled invoices (back-office estimate).

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Rethinking course-building as a canvas, not a form (https://dariamorozova.framer.website/seturon)Seturon is an EdTech startup in Luxembourg building a platform where companies, lecturers, and solo experts structure their knowledge into courses and sell them. I built the brand from scratch, the design system, six pages of the marketing site, and go-to-market materials. I redesigned the student and admin panels around the new system, including a full mobile experience for students. Outcome A course builder, rebuilt from a form into a canvas. I designed the course constructor from the ground up across two iterations: replacing a linear, step-by-step builder with a canvas-based editor inspired by Miro and FigJam. Measured with the team and with users (we were in direct contact with users, so we had real product data): ~30 min → ~5 min to build a course skeleton A 5–6-block non-linear course that took ~30 minutes to set up could now be sketched in ~5 minutes using drag-and-drop, dropdowns, and nested "Section" blocks. −42% support tickets related to the builder tracked on the team's ClickUp board by ticket topic, after the mechanics and bugs were fixed. ~34% of users created more than two courses In the first months after the MVP, it was a sign that the builder was something people came back to. 4–4.5 / 5 in public reviews The product is frequently praised as user-friendly and understandable even for non-technical users. (From public reviews)

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Cover image for Rebuilding trust in a financial

Rebuilding trust in a financial advisor journey (https://dariamorozova.framer.website/Finance-HQ)FinanceHQ matches people with pre-screened financial advisors. On paper, the product was competitive, but users were leaving at every step of a long lead flow, with drop-off hitting 70% at the moment they were asked for financial details. I joined mid-project, inherited the flow and visual direction, and led the research and redesign that followed. As a product designer, I worked under a design lead who reviewed direction and owned the client relationship. I inherited the visual language and lead flow, then led the research and redesign that improved conversion after launch. Outcome Measured from the client's production analytics after launch, validated with moderated call-throughs during design and A/B tests in production: +60% conversions The final step reassured users about data security, and the client's post-launch analytics showed it in conversion. −4 min time to complete Range toggles across five stages saved users 4–5 minutes by eliminating exact input and reducing cognitive load. 8-step flow The flow was condensed to eight steps, completable in under a minute, down from a fragmented, drop-off-heavy process. 40-sec testimonial engagement On the first step, the longest dwell time in the flow and its key trust moment.

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From 28 days to 24 hours: rebuilding company incorporation (https://dariamorozova.framer.website/onboarding)EasyBiz helps SMEs in Luxembourg register and run their business. Opening a company in Luxembourg took founders up to 28 days: fragmented stages, endless document uploads, and a compliance process no one could see into. I redesigned it end-to-end into a transparent, AI-assisted pipeline, and cut registration to under 24 hours, making EasyBiz the first in the country to do it in a day. As a founding designer, I built the product's design function from scratch: the design system, website, core features, and marketing, and rebuilt the KYC onboarding that sits at its heart. Outcome Measured over 2.5 years on the product, from support and marketing data and from interviews and HubSpot analytics with 100+ real users through 2025–26: 28 days → under 24 hours to complete company registration. Confirmed by the back-office team (see the Slack messages at the end). −60% KYC process time I digitised the full document workflow and added auto-validation. −90% compliance follow-ups A structured client & supplier registry meant the back office stopped chasing missing answers. −80% file mismatches A linear checklist and focused modals cut wrong files and final-stage delays.

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Daria Morozova

Product Designer with 5+ years of experience in Fintech, B2B