A UX/UI CASE STUDY

What if sending invoices felt as smooth as creating work? Here's how I used user research to shape a product built around real needs.

I reimagined invoicing for freelancers who’d rather create than calculate - and built Billy: a clean, intuitive tool that brings calm to the chaos. Designed for seamless use across both desktop and on-the-go moments.

BACKGROUND:

This is a conceptual freelance project I took on after several discussions with people in the creative freelance space.

UI/UX & Brand Designer

Brand Development, UX Research, Wireframing, Prototyping & Testing

ROLE:

PLATFORM:

💻 Responsive Web

📱 Mobile App (iOS/Android)

DURATION:

8 Weeks: June 2025 - July 2025

As a freelancer juggling clients, deadlines, and deliverables, I’ve had that gut-punch moment: “Wait... did I ever invoice them?”

The truth? Most invoicing tools are overly complex, overly corporate, or just not built with creatives in mind. I saw a clear gap: Where was the tool that made invoicing feel as smooth as the creative process itself?

That question became my north star.

So I designed Billy - a clean, human-centred invoicing app that helps freelancers get paid without breaking their flow. No clutter, no friction - just calm, intuitive design built for momentum.

THE ‘WHY?’

THE goal

Create a platform that allows freelancers to:

  • Build and send beautiful invoices in under 2 minutes - because invoicing should never feel like a chore.

  • Track who owes what, instantly - with a smart, user-friendly dashboard that puts financial clarity at your fingertips.

  • Reflect their personal brand on every invoice - allowing freelancers to showcase their unique identity, even in the details.

  • Access key information anywhere (web & mobile) - ensuring freelancers can stay on top of their business, no matter where they are.

  • Actually enjoy the invoicing process a little (yes, really) 

RESEARCH & ANALYSIS

THE PROBLEM

Yes, tools like PayPal, Google Docs, and QuickBooks can technically send an invoice. But when freelancers are in the middle of a project or wrapping up a shoot, they want more.

In order to . . .

  • create a visually polished invoice, they turn to Canva,

  • input line items and totals, they open Google Sheets,

  • send the final file, they jump to Gmail or Dropbox,

  • accept payment, they generate a PayPal or Stripe link,

  • track who paid (and who hasn’t), they update a spreadsheet manually

    . . . and so on.

This fragmented process doesn’t just eat up time, it breaks focus, adds friction, and makes getting paid feel like a chore instead of a simple step in their workflow.

WHAT THE EXPERIENCE CURRENTLY LOOKS LIKE

Discovery: Where the Pain Points Live

The search for clarity begins here.

Who I spoke with:

I conducted 5 in-depth interviews with designers, photographers, illustrators, and a content creator, each navigating their own version of freelance chaos. Alongside that, 21 creatives and service-based professionals responded to a targeted survey, offering a broader perspective on shared frustrations and needs.

What I uncovered:

Quotes that shaped the design:

‘I just want to hit send and trust that it’s handled.’

‘Why does invoicing feel like a chore?’

‘My tools should feel like they’re part of my brand.’

USER PERSONAS

Billy’s Impact: With Billy, Lena will feel confident that her invoices will reflect her brand - clean, minimal and polished. She will spend less time formatting and more time designing, finally feeling like her business tools are as thoughtful as her craft.

Billy’s Impact: With Billy, Omar will be able to invoice from his phone right after packing up his gear. Automated reminders and clear tracking will mean no more mental clutter. He will feel more organised, get paid faster and will be able to stay focused on capturing moments.

Billy’s Impact: Billy will give Taylor a seamless way to create on-brand invoices in minutes. With smart defaults and responsive design, she will be able to work from her phone or laptop. It will feel like a natural extension of her business - sleek, fast and completely her.

COMPETITOR ANALYSIS