Driving revenue growth and product usage through UX reconstruction and 0-1 feature development
Company
Buildertrend
Timeline
2023-2025
Role
Lead Product Designer
Team
PM, Devs
The challenge
Buildertrend's financial services offered powerful capabilities but lacked critical workflow features and efficiencies that builders and their clients needed.
Key gaps included no loan draw request functionality and a fragmented payments onboarding experience that caused significant user drop-off. These limitations were preventing builders from fully leveraging Buildertrend's financial ecosystem.
My approach
Design sophisticated financial products that balance user experience with technical complexity and regulatory requirements.
I combined thorough research with strategic design thinking to create solutions that enhance builder workflows while driving business growth.
The impact
Increased adoption of Buildertrend's financial services, supporting expansion into comprehensive financial solutions for builders and further revenue opportunities for Buildertrend.
The results
21%
reduction in user drop-off during onboarding
17%
increase in on-time lending payments
16 Minutes
average saved on loan workflow
Optimizing user acquisition
The existing Payments onboarding had complex KYC (Know Your Customer) requirements leading to specific drop-off points.
The research: Mapping touchpoints connecting to payments onboarding and user testing revealed UX friction and overwhelming visual design.
Progressive user onboarding
Insight and solution: The existing Payments onboarding was crowded and disjointed causing significant user drop-off. I redesigned the flow as a guided four-step process with progressive disclosure, clearly outlining complex data collection requirements. The new experience provides contextual guidance while maintaining compliance with financial regulations.
Measurable impact
Improved visual design and cleaner UX progression and guidance through complex requirements led to 21% reduction in user drop-off and increased Payments product adoption.
Filling in product workflow gaps
Interviews revealed that managing loan draws required juggling multiple partner dashboards, creating workflow interruptions and reducing engagement with other Buildertrend financial products.
Strategic design solution: I designed a loan draw request system that integrates seamlessly into existing Buildertrend workflows. The experience allows builders to request and track client loan draws without leaving Buildertrend, significantly reducing workflow friction.
Results
The 0-1 feature launch increased on-time lending payments by 17% and successfully integrated multiple lending and payment processing partners. User workflows are now optimized so that they can request and track loan draws within a few clicks, keeping them in platform.
