Product design2024
Tally
A calmer banking app for freelancers, with rebuilt onboarding, smarter invoicing and a design system for a team of forty engineers.
The brief
Tally helps 200,000 freelancers across Europe keep tax money apart from spending money. Growth was strong, but a third of new sign-ups gave up before verifying their identity, and the product had become a patchwork of screens designed by six different people.
The approach
I interviewed 24 freelancers and mapped every step of onboarding against the moments people felt anxious. We cut the flow from eleven screens to five, moved identity checks after the first genuinely useful moment, and introduced tax pots that fill themselves as invoices are paid.
Alongside the redesign I built Ledger, a design system of 60 components with documented tokens and a shared library that mirrors the codebase one to one.
The outcome
- Onboarding completion up from 64% to 87%
- Time to first invoice cut in half
- Design to development handoff 40% faster