Web app revamp for CPG-focused accounting platform

myPocketCFO is a digital CFO service that makes it easier for for eCommerce and CPG brands to do bookkeeping, financial planning and analysis, and acquire cash and capital.

I worked directly with the founder and engineering team to re-evaluate the existing feature set, interaction behaviour, as well as the technical logic and constraints , in order to create a product experience that is easy and delightful to use, for both first-time users and engaged, loyal customers.

In just one month, myPocketCFO had a completely new end-to-end product experience supported by a revised brand identity and a robust, modularised design system.

Enhanced the layout and degree of interaction across all financial statement tables, through quick filters, targeted search, expand and collapse rows, and commenting on each cell. 

Re-designed the connections page, a critical part of the product, to help customers easily and accurately connect all their e-commerce stores, bank accounts and accounting books.

Made onboarding more flexible and easier to follow, by allowing customers to complete (in any order) a series of mandatory steps, each with clear instructions, call-to-actions, and that are automatically checked upon completion.

Updated the colour palette and introduced new branding elements such as background patterns and custom illustrations to further solidify the brand’s personality across web, social media channels as well as offline.