FreshBooks reseller platform

Discovery

This project was the first phase of the “Reseller” initiative, focused on driving growth by empowering various segments as FreshBooks resellers.
Through initial research and user insights, we identified Accountants as the primary MVP segment due to their impact, and strong existing relationships with accounting partners.

Research & insights

We’ve conducted in-person workshops with our Accounting Partners group to help us define their goals, needs and challenges.
We developed two personas differentiating them by business size. For the MVP, we chose to focus on a persona without employees to avoid introducing multiple user roles in the Accountant Hub this early.

Customer journey

We've created a customer journey to define the flows for different stages.

The main stages of Accountant Hub:
- New client activation
- Ongoing operations
- End of relationship

New client activation: Statuses

The key element of the “View Client Account Status” flow was the Clients list, which displayed all clients and their account statuses. The complexity lay in the various factors that contributed to these statuses.
I worked closely with engineers to simplify the backend statuses into terms that would be easily understood by our users.

Ongoing operations: different product touch-points

One of the biggest project challenges was managing touch-points between Accountant Hub and other products.
First, I mapped out the FreshBooks ecosystem to clarify the relationships between products and shared entities.

Navigating products: Visual direction

Our goal was to establish a distinct visual style for the Accountant Hub that stood out from Core FreshBooks while staying true to brand colors and the design system.
To achieve this, we replaced the prominent “FreshBooks blue” left navigation bar with navy, a secondary brand color, to clearly differentiate the Hub.