Turning Billing into a Core Product Drove +33% Retention
Turning Billing into a Core Product Drove +33% Retention
Turned a fragmented, supplier-hosted portal into a branded core product, improving trust, engagement and retention.
UX Design
Product Strategy
API Integration
Design System
Brand Design
Turning Billing into a Core Product Drove +33% Retention
Turned a fragmented, supplier-hosted portal into a branded core product, improving trust, engagement and retention.
UX Design
Product Strategy
API Integration
Design System
Brand Design
22%
Increase in platform engagement rate
4
from 2.4 in Trustpilot reviews
33%
In retention, from 15% to 20% after release
Company
Resooma
Role
Designer
Design team
Just me
Year
2023 - 2024
Company
Resooma
Role
Designer
Design team
Just me
Year
2023 - 2024
Company
Resooma
Role
Designer
Design team
Just me
Year
2023 - 2024
Leading Product Design Across Teams
As the sole designer, I worked to:
Aligned priorities with the CEO
Understand user pain points with the customer success manager
Release comms with the CMO
Ensure valuable data was pulling through the suppliers API for customers
Handover, launch and optimise the project with the CTO
The problem
The White-labelled Dashboard was Hurting Engagement and Brand Trust
The suppliers billing dashboard created an inconsistent experience, making renters feel disconnected. With limited control over the design and user journey, engagement dropped, and friction increased, hurting retention
The strategy
Drove Retention by bringing the billing dashboard in-house to improve trust
I made the case to leadership to bring billing in-house - allowing full UX control and creating a seamless, brand-owned experience
The Solution
Created A clearer dashboard for easier bill management
I designed a native dashboard that simplifies billing, reduces friction, and created a cohesive experience within the platform.
Impact
Data visibility increased by 200%, tripling billing clarity, empowering renters and reducing support demands, allowing smoother internal operations.
The problem
A Fragmented Billing Experience Hurt Engagement And Trust
The White-labelled Dashboard was Hurting Engagement and Brand Trust
The White-labelled Dashboard was Hurting Engagement and Brand Trust
Third-party billing created an inconsistent experience, making renters feel disconnected. With limited control over the design and user journey, engagement dropped, and friction increased, hurting retention
The strategy
Leading A Product Shift For Trust & Retention
Reviewied the roadmap and platform to better align with Resooma's mission
I saw how our third-party billing system was hurting engagement and trust. I made the case to leadership to bring billing in-house - allowing full UX control and creating a seamless, brand-owned experience
The Solution
A Seamless, User-Centred Billing Dashboard
A clearer dashboard for easier bill management
A clearer dashboard for easier bill management
I designed a native dashboard that simplifies billing, reduces friction, and creates a cohesive experience within our platform. Renters have more visibility and control over their bill management, leading to increased engagement and satisfaction
Making bill management effortless, clear, simple, and stress-free
Making bill management effortless, clear, simple, and stress-free
Making bill management effortless, clear, simple, and stress-free
From Mobile
From Mobile
From Mobile
To Desktop
To Desktop
To Desktop
Key Barriers Affecting Engagement and Retention
Key Barriers Affecting Engagement and Retention
Key Barriers Affecting Engagement and Retention
Third party portal
Billing details housed off the platform, questioned credibility of the service
Limited data visibility
Information visible was down to our partner company and it was limited
Lack of trust
Users didn’t feel a strong connection with the brand, making it easier to churn
Delving into the Design Process
Delving into the Design Process
Delving into the Design Process
Identifying pain points
Identifying pain points
Identifying pain points
No budget led to Gaining Insights Through Support Tickets
With no budget to conduct primary research, I looked into reviews and recent support tickets with the help of the Customer Success Manager to understand our customers frustrations with the product.
No budget led to Gaining Insights Through Support Tickets
With no budget to conduct primary research, I looked into reviews and recent support tickets with the help of the Customer Success Manager to understand our customers frustrations with the product.
No budget led to Gaining Insights Through Support Tickets
With no budget to conduct primary research, I looked into reviews and recent support tickets with the help of the Customer Success Manager to understand our customers frustrations with the product.
The core issue: The entry point to manage billing was disjointed and poorly branded causing lack of trust
The core issue: The entry point to manage billing was disjointed and poorly branded causing lack of trust
The core issue: The entry point to manage billing was disjointed and poorly branded causing lack of trust
Log in & click
‘Your bills’
On billing page click a new link
Prompt to email
Click link in email
View billing dashboard
Log in & click
‘Your bills’
Prompt to email
View billing dashboard
On billing page click a new link
Click link in email
Log in & click
‘Your bills’
Click link in email
On billing page click a new link
View billing dashboard
Prompt to email
The billing dashboard was white labelled, hosted externally via the suppliers, so we had little control over the design and visible data. This needed to change to improve trust in the brand, in turn improving engagement and retention.
The billing dashboard was white labelled, hosted externally via the suppliers, so we had little control over the design and visible data. This needed to change to improve trust in the brand, in turn improving engagement and retention.
The billing dashboard was white labelled, hosted externally via the suppliers, so we had little control over the design and visible data. This needed to change to improve trust in the brand, in turn improving engagement and retention.
A clearer, more intuitive user journey
A clearer, more intuitive user journey
A clearer, more intuitive user journey
Original user flow
User logs
into Resooma
User can view billing details
Opens menu
Opens dashboard
Selects ‘Your Bills’ tab
Clicks ‘access secure billing dashboard’
Opens email
Clicks ‘sign into account’ button in the email
Magic link sent to user’s email
Loads billing dashboard on partners website
Original user flow
User logs
into Resooma
User can view billing details
Opens menu
Opens dashboard
Selects ‘Your Bills’ tab
Clicks ‘access secure billing dashboard’
Opens email
Clicks ‘sign into account’ button in the email
Magic link sent to user’s email
Loads billing dashboard on partners website
Original user flow
User logs
into Resooma
User can view billing details
Opens menu
Opens dashboard
Selects ‘Your Bills’ tab
Clicks ‘access secure billing dashboard’
Opens email
Clicks ‘sign into account’ button in the email
Magic link sent to user’s email
Loads billing dashboard on partners website
Updated User Flow
User logs
into Resooma
User can view billing details
Opens menu
Opens dashboard
Updated User Flow
User logs
into Resooma
User can view billing details
Opens menu
Opens dashboard
Updated User Flow
User logs
into Resooma
User can view billing details
Opens menu
Opens dashboard
Improving Usability, Reducing Friction, and Enhancing Clarity
Improving Usability, Reducing Friction, and Enhancing Clarity
Improving Usability, Reducing Friction, and Enhancing Clarity
Driving Data to the Bills Homepage
Before:
Lack of package information
Key information buried in text-heavy sections
No clear way to manage services, making users search for details
Bill lacks context, causing frustration & effort
Driving Data to the Bills Homepage
Before:
Lack of package information
Key information buried in text-heavy sections
No clear way to manage services, making users search for details
Bill lacks context, causing frustration & effort
Important actions were buried in text-heavy sections
Service management was unclear
Bill summaries lacked context
Visually structured and data driven homepage for an at-a-glance account summary providing immediate usability
Users had to re-enter their address, manually select meter types
Optional photo verification could lead to submission errors
The two-step process slowed users down
A streamlined, one-page flow with clear meter type selection
Made photo submission compulsory for accuracy to reduce error rates
Improved hierarchy for a more intuitive and quicker submission process
Driving Data to the Bills Homepage
Driving Data to the Bills Homepage
Before:
Lack of package information
Key information buried in text-heavy sections
Key information buried in text-heavy sections
No clear way to manage services, making users search for details
Bill lacks context, causing frustration & effort
Users had to re-enter their address, manually select meter types
Optional photo verification could lead to submission errors
The two-step process slowed users down
After:
A Streamlined, Intuitive Experience
A streamlined, one-page flow with clear meter type selection
Made photo submission compulsory for accuracy to reduce error rates
Improved hierarchy for a more intuitive and quicker submission process
Simplifying Meter Readings
Simplifying Meter Readings
Before:
A Frustrating, Multi-Step Process
No clear support for single vs dual readings
Signed-in users must re-enter their address, adding unnecessary steps and friction
Photo submission is optional, yet it's crucial for accuracy and verification
Important actions were buried in text-heavy sections
Service management was unclear
Bill summaries lacked context
After:
A Streamlined, Intuitive Experience
Visually structured and data driven homepage for an at-a-glance account summary providing immediate usability
Unifying the Experience Through API Integrations
Unifying the Experience Through API Integrations
Unifying the Experience Through API Integrations
Collaborated with in-house and external dev teams to integrate APIs for real-time billing and account updates
What we achieved
What we achieved
What we achieved
Real-time updates
Users receive real-time notifications at key setup stages
Setup progress tracking
Users can track setup progress anytime, reducing uncertainty
Impact
Impact
Impact
Increased transparency
Users know what’s happening
Higher engagement
Reduced support requests and greater trust in the process
What we achieved
What we achieved
What we achieved
Seamless submissions
Users can submit readings directly in the dashboard
Simplified meter readings
Eliminates extra steps, making it easier to complete
Impact
Impact
Impact
Higher submission rates
Easier access leads to more completed readings
Better monitoring
We can track submissions more effectively and address gaps
Why It Wasn’t Possible
Supplier restrictions
The supplier didn’t support automated payment date changes
Manual-only process
Changes were done on a case-by-case via the supplier
Key Takeaways
Temporary workaround
We guided users on requesting manual adjustments
Future potential
Opened discussions for API expansion to automate this process
The Final Experience
The Final Experience
The Final Experience
A Design System that Elevates Trust and Brand Perception
A Design System that Elevates Trust and Brand Perception
A Design System that Elevates Trust and Brand Perception
Ensuring consistency and scalability to reinforce trust, usability, and efficiency
Building Trust Through Thoughtful Design
A polished interface builds trust, aligning with the Aesthetic-Usability Effect - users perceive well-designed products as more intuitive. The redesign aimed to make the service feel seamless and trustworthy, ensuring that what looks good also works effortlessly
Creating Consistency with an Icon Library
An icon library was integrated into the design system to maintain consistency and efficiency. This ensures a cohesive experience while streamlining future updates
Leading A Product Shift For Trust & Retention
Creating Consistency with an Icon Library
Creating Consistency with an Icon Library
I saw how our third-party billing system was hurting engagement and trust. I made the case to leadership to bring billing in-house - allowing full UX control and creating a seamless, brand-owned experience
An icon library was integrated into the design system to maintain consistency and efficiency. This ensures a cohesive experience while streamlining future updates
An icon library was integrated into the design system to maintain consistency and efficiency. This ensures a cohesive experience while streamlining future updates
Building Trust Through Thoughtful Design
Third-party billing created an inconsistent experience, making renters feel disconnected. With limited control over the design and user journey, engagement dropped, and friction increased, hurting retention
A polished interface builds trust, aligning with the Aesthetic-Usability Effect - users perceive well-designed products as more intuitive. The redesign aimed to make the service feel seamless and trustworthy, ensuring that what looks good also works effortlessly
A polished interface builds trust, aligning with the Aesthetic-Usability Effect - users perceive well-designed products as more intuitive. The redesign aimed to make the service feel seamless and trustworthy, ensuring that what looks good also works effortlessly
By combining design psychology with a structured system, the dashboard redesign enhances usability, trust, and brand perception, laying the foundation for future growth
By combining design psychology with a structured system, the dashboard redesign enhances usability, trust, and brand perception, laying the foundation for future growth
By combining design psychology with a structured system, the dashboard redesign enhances usability, trust, and brand perception, laying the foundation for future growth
Updating Design Post Launch
Updating Design Post Launch
Updating Design Post Launch
Using session recordings to reduce friction and guide users to completion
The Assumption
A Seamless Checkout Experience
When designing the quote tool flow, we expected users to add a payment method during the quote process before seeing a success page. But once we launched, the data told a different story
The Reality
Users Were Dropping Off & Getting lost
47% of users exited before adding payment. When they returned, they expected to complete setup in the dashboard, but found no clear way to do so
Users Were Dropping Off & Getting lost
47% of users exited before adding payment. When they returned, they expected to complete setup in the dashboard, but found no clear way to do so
Users Were Dropping Off & Getting lost
47% of users exited before adding payment. When they returned, they expected to complete setup in the dashboard, but found no clear way to do so
The Fix
Guiding Users Back on Track
A 'Finish Setup' button was placed directly on the load-in page of the dashboard, so it couldn’t be missed. This removed friction and guided them to complete their payment effortlessly
Guiding Users Back on Track
A 'Finish Setup' button was placed directly on the load-in page of the dashboard, so it couldn’t be missed. This removed friction and guided them to complete their payment effortlessly
Guiding Users Back on Track
A 'Finish Setup' button was placed directly on the load-in page of the dashboard, so it couldn’t be missed. This removed friction and guided them to complete their payment effortlessly
The Result
A Smoother, More Intuitive Experience
Now users can pick up where they left off - without frustration
43% fewer daily support tickets - Users could now complete payment without contacting support
Higher payment completion rates - A clear CTA removed confusion
Reduced cancellations – A clear setup path led to fewer abandoned sign-ups
A Smoother, More Intuitive Experience
Now users can pick up where they left off - without frustration
43% fewer daily support tickets - Users could now complete payment without contacting support
Higher payment completion rates - A clear CTA removed confusion
Reduced cancellations – A clear setup path led to fewer abandoned sign-ups
A Smoother, More Intuitive Experience
Now users can pick up where they left off - without frustration
43% fewer daily support tickets - Users could now complete payment without contacting support
Higher payment completion rates - A clear CTA removed confusion
Reduced cancellations – A clear setup path led to fewer abandoned sign-ups
Key Learnings and Future Development
Key Learnings and Future Development
Key Learnings and Future Development
APIs Depend on
Supplier Data
APIs Depend on
Supplier Data
APIs Depend on
Supplier Data
Some features were delayed due to missing API data. Future versions will explore alternatives
Visibility Drives Engagement
Visibility Drives Engagement
Visibility Drives Engagement
Clear account access reduces confusion and lowers support requests
Expanding Data Transparency
Expanding Data Transparency
Expanding Data Transparency
With the basics in place, future updates will introduce more billing insights
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Crafted by Shen
Made possible with long sessions, coffee and matcha
2025
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Crafted by Shen
Made possible with long sessions, coffee and matcha
2025
Lets chat over a
sparkling water
m
a
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h
a
shenese.leigh@gmail.com
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Crafted by Shen
Made possible with long sessions, coffee and matcha
2025
Lets chat over a
sparkling water
m
a
t
c
h
a
shenese.leigh@gmail.com
Copied
Crafted by Shen
Made possible with long sessions, coffee and matcha
2025
Lets chat over a
sparkling water
m
a
t
c
h
a
shenese.leigh@gmail.com
Copied