Designing at Tallie

What is Tallie? Tallie is expense report software that aims to streamline the entire expense management process—from point-of-purchase to accounting and reimbursement. Because of the wide range of services offered by Tallie, there is a wide range of user types in both B2C and B2B areas.

What did I do? Communication and Visual Design for the Marketing Team; Visual, Interface, Experience Design for the Product Team.

What do my teammates say about me? "When I worked with Danielle, she demonstrated herself as a talented, imaginative designer who worked through problems logically and punctually delivered required designs..." Read more on LinkedIn >


Setup Assistant.

Role: Lead Designer. Information collecting, user flows, content strategy, usability testing, interface and visual design.
Team: Product Manager, Implementation Specialist, Front-End Developer
Reviewers/Stakeholders: VP Engineering, CEO
Timeline: 3 weeks

Problem: The Support Team noted a significant amount of their time was spent onboarding new clients who had what was deemed to be “an easy setup" (mom-n-pop shops or small businesses). This time spent, while not necessarily wasted, could have been better utilized for solving more complex client questions and situations. Would it be possible to help alleviate the amount of time spent on hand-held implementations?

The Product Manager and I sat on more implementation calls than I can count. Our goal for the Setup Assistant was to build a workflow that closely matched the tone and pace of an implementation call. (Yes, this might look crazy to you — I promise it was presented differently to our users!)

The Product Manager and I sat on more implementation calls than I can count. Our goal for the Setup Assistant was to build a workflow that closely matched the tone and pace of an implementation call. (Yes, this might look crazy to you — I promise it was presented differently to our users!)

Scope-Limiting Assumptions:

  • Completely automating new client onboarding process wasn’t possible due to integration limitations and security-related concerns.

  • Some accounting systems are less complex than others, and therefore have lower time requirement for data syncing and overall setup.

  • Clients are willing to and interested in setting up their own accounts, without the help of an implementation specialist.

Hypothesis: By providing clear and simple steps for new account setup, we will reduce the amount of time the support team will be required to spend on implementations (allowing them to respond to more complex client problems) and build trust with our clients by providing a money-saving service.

Projected Result: Building Setup Assistant for Xero was projected to save the each member of the Support Team anywhere from 5-10 hours every week. For our clients, using the Setup Assistant was a money saver: those who elected to setup their own accounts would save on implementation fees. Unfortunately, I left the company before the Setup Assistant was released publicly.

tallie-setup-cardsort.png
The Setup Assistant required a few new UI elements and visual styles.

The Setup Assistant required a few new UI elements and visual styles.

I focused on developing and testing reusable patterns and styles that were associated with review & editing states and the side progress indicator.

I focused on developing and testing reusable patterns and styles that were associated with review & editing states and the side progress indicator.


Mobile Apps.

Role: Lead Designer for Android app (secondary for iOS). User flows, usability testing, interface and visual design.
Team: VP Engineering, VP Product, 2 remote Mobile Developers
Reviewers/Stakeholders: Director of UX, CEO
Timeline: 2 months to initial release

Problem: For our end users (example: business travelers and executive assistants), Tallie's apps offered subsets of the functionality available on the desktop site. The Android app was especially bad — with the newer versions of Android OS, the app failed to capture and relay important information to the user's account.

Assumptions:

  • The Tallie app has more users on Android (the former assumption that most users were iOS users was debunked with proper analysis of metrics).

  • In general, most users did not use the Android app because of the lack of functionality: no mileage support, no in-app expense editing.

  • Most app users preferred to use their phone's camera to take pictures of their receipts instead of the app's camera.

Hypothesis: By updating the Android experience to be in parity with the iOS app functionality, we will at a minimum ensure the app properly saves and syncs expense information captured with the app. This will ultimately reduce the amount of user frustration, increase trust with the brand, and reduce support call volume.

The Android UI was updated using standard Android patterns, tweaked to match the direction given by the VP of Product.

The Android UI was updated using standard Android patterns, tweaked to match the direction given by the VP of Product.

With the iOS updates, we pushed the UI forward again. Before I left Tallie, the Android app was planned to have a refresh to help keep the look and feel of both apps similar.

With the iOS updates, we pushed the UI forward again. Before I left Tallie, the Android app was planned to have a refresh to help keep the look and feel of both apps similar.

Results: Due to the amount of work needed, the Android app was updated in a series of releases. During the research phase, the Marketing and Support teams targeted communications to a subset of our users letting them know we were fixing the Android app. Feedback came pouring in, with comments ranging in emotion and requesting specific features. We used this feedback to help determine which pain points were addressed in each of the releases. The first release improved the expense capturing workflow (updating the camera UI and how images captured with the app were saved) and syncing capabilities. The second release added expense item editing and streamlined the expense report submission workflow. After any improvement was released, I continued to monitor user feedback, utilizing bugs documented by the Support Team and user tracking services  (Mixpanel, Google Analytics) maintained by the development and marketing teams. We used all of the Android improvements and new feedback to launch into iOS development.


Marketing Collateral.

Role: Visual Designer. Page design, email templates, infographics, illustrations.
Team: Copywriter
Reviewers/Stakeholders: Head of Marketing, VP Business Development, CEO
Timeline: Ongoing

Needs: The needs for collateral varied upon budget and delivery method. I worked closely with the Marketing and Sales teams to produce a series of brochures and booklets that could work for sales pitches and conference material.


Marketing Site

Role: Visual Designer. Wireframing, protyping for responsive, designing for A/B testing.
Team: Head of Marketing, Copywriter, Front-End Developer
Reviewers/Stakeholders: Director of UX, CEO
Timeline: Ongoing

Problem: The accounting industry isn't the quickest to adopt new technology. Our prospective clients required industry validation, and a lot of information upfront before converting. How do we earn a prospective client's trust and help them convert into an active client?

Results: Under the direction of the Head of Marketing, the marketing site was used to help optimize the Free Trial funnel and build brand trust with reader-friendly technical content. We worked endlessly together to make sure each iteration of the site improved the overall experience and conversion rate by monitoring the outcomes of A/B tests and through user interviews.

One of the conversion projects I helped design with the Head of Marketing allowed us to test how many input fields were tied to a free trial sign up form. We needed to guarantee a certain level of lead quality for the Sales Team, but also reduce the friction for prospective clients getting into the free trial.

One of the conversion projects I helped design with the Head of Marketing allowed us to test how many input fields were tied to a free trial sign up form. We needed to guarantee a certain level of lead quality for the Sales Team, but also reduce the friction for prospective clients getting into the free trial.

Wireframes were the primary way of documenting the intended interactions on the marketing site. Most iterative resolutions were discussed in person and documented in sprint tickets.

Wireframes were the primary way of documenting the intended interactions on the marketing site. Most iterative resolutions were discussed in person and documented in sprint tickets.

The underlying grid structure of the marketing site was supported by Bootstrap. During my time, I assisted in testing the transition from Bootstrap 2 to 3.

The underlying grid structure of the marketing site was supported by Bootstrap. During my time, I assisted in testing the transition from Bootstrap 2 to 3.