Branding, UX, Ideation
Qvinci was a Saas FinTech bootstrapped startup
We had very little budget and started in the midst of a depression
Our target market initially was CPAs, this later changed to Franchises
We set out to solve how organically grown businesses compare their financial condition in a way previously impossible.
My role within the startup and company was certified GAP filler. I wore many hats and in many cases had to self teach completely new areas of responsibility.
I was the UX design lead, the Graphic Design Manager (Brand), the user researcher, marketer, advertiser, and on occasion implementation engineer onboarding large customers.
Before I joined the company, an outside firm was hired to produce the first website and logo for the brand. The company was originally called Quickdash, but an agreement as a third party to Quickbooks meant we could not use "Quick" in our name. As a Graphic Design Manager, I was tasked with bringing a new corporate identity with a new name to life. The company would be called Qvinci after the original first product Q Vinci. My logo and logotype continue to be the face of the company today.
Advanced Problem Solving: Company Filters
One of the challenging concepts I solved at Qvinci was custom filtering. Qvinci primarily used geo-location based filtering which helped compare franchise locations between major metropolitan areas. What we soon realized is there were more "meta data" filter types than we could possibly programmatically include.
We first needed to identify types user criteria.
Early on, we realized filtering only by geo-location would create disparity as many franchises are not apple to apple when it comes to size.
We searched for a solution using competitive analysis of Amazon, Ebay, and Google.
The main pain points for the user was inability to compare franchise locations based on factors unrelated to location.
From this, we created custom property types for franchise locations allowing both existing customers and new customers the ability to assign their own additional filter property criteria which allowed us to filter based on that information.
Card Sorting: Standard Chart of Accounts
Standard Chart of Accounts are a way of viewing financial information with a standardized nomenclature. One of the challenges of comparing company financial information generated individually is naming conventions. Most franchises we encountered had naming disparities for even the most common of accounts. Using card sorting we were able to establish a simplified navigation that allowed the user access to all of their accounts on a single page in order to Standardize their account naming.
The main purpose was to establish a way to view potentially thousands of account names and provide a method of determining similar conventions. Navigation was going to be critical for the size of the data set.
We used a closed card sort as we had established categories.
What we found through this research was users understood the necessity of using common naming conventions and wanted to manually solve this
With the success of this exercised we initially incorporated a type of cart sorting activity into account creation.
We were able to use this data to create a programatic method of assigning categories and standardizing charts of accounts automatically. The method can be found in Patent 9858624.
Before launching each iteration of the product, I did a testing round in order to reveal possible usability problems.
The aim was to find bugs and test workflows
We began testing as the development sprints were concluded.
Our test subjects were existing customers, our customer service team, and myself.
All of our testing was performed remotely.
We gained valuable user insights from these testing rounds.
Often responsive design bugs were found during this stage. Inevitably we would find issues with using Internet Explorer as well.
These discoveries led to a narrowing of supported browser environments to produce the best possible user experiences.
Once I tested out all usability mistakes, I started designing the final screens in Balsamiq Mockups.
We had developed a style guide for developing our Qvinci application. It's inspiration came from Bootstrap.
We designed for mobile, tablet, and desktop environments on multiple browsers.
The final design reflects heavily on how our franchisee and franchisors view their perspective relationship and how organically grown franchises measure their success on their financial data.
Qvinci provides the tools these businesses need to succeed built on tools they already use.
I learned a great deal from my time with Qvinci Software
I had to wear a lot of hats and experience the challenges and complications of building an Saas application and a company from scratch.
There were constant fears about running out of runway, losing customers, gaining more customer engagement.
We overcame all of these through a hard work ethic and constantly stretching our own skills.