Eemel.com, formerly Nettilasku.fi, delivers powerful invoicing and financial management software targeted at small businesses with 1-10 employees. Since its founding in 2010, the platform has evolved to offer comprehensive solutions for sales and purchase invoicing, payroll management, time tracking, and automated accounting. With renewed ambitions for international expansion, Eemel needed a strategic product transformation to compete effectively in global markets.
Challenge: Outdated Platform Blocking Growth
Eemel.com set ambitious internationalization and growth targets, but their legacy user interface and digital presence were becoming significant barriers to success.
The outdated design and limited functionality failed to meet modern user expectations, hampering customer satisfaction and creating obstacles to international expansion. Media advertising had become unprofitable, and product-led growth initiatives were underperforming.
With limited budget and pressure for rapid results, making the right strategic decisions became critical. Previous development initiatives had fallen short of expectations, making the selection of a reliable transformation partner their top priority.
Strategic Approach: User-Centered Design Methodology
Our redesign strategy integrated deep user research, competitive analysis, and alignment with Eemel's business objectives to create a cohesive transformation plan.
We mapped the most critical user journeys and pain points, creating a solid foundation for meaningful UI improvements. By thoroughly documenting user paths and scenarios, we ensured all development efforts addressed genuine user needs.
Our competitive analysis revealed Eemel's unique strengths and opportunity areas in the market, providing essential insights for enhancing usability and customer experience. We integrated key business metrics like product profitability and customer retention into our design decisions, ensuring the new interface would drive both user satisfaction and financial performance.
Execution: Comprehensive Design Transformation
The visual refresh in Autumn 2024 delivered a modern, cohesive aesthetic while significantly improving core functionality. This established the foundation for ongoing UI/UX optimization. We enhanced navigational clarity with intuitive visual cues, including directional indicators and subtle animations, making critical functions immediately discoverable.
We improved the information hierarchy by emphasizing active elements and optimizing scrolling mechanics. Communication was transformed through clearer messaging and notifications, with both visual and structural improvements that increased comprehension and accessibility.
A complete overhaul of the access rights system enabled users to manage multiple company accounts through a single profile, dramatically improving flexibility and ease of use. We also refined the product pricing structure to appeal to a broader customer base.
Throughout the project, we maintained transparent communication through weekly progress meetings and active collaboration via instant messaging. Our dedicated UI/UX specialist team, led by Tuomas Kaartoluoma, ensured consistent delivery and clear accountability.
Impact: Measurable Business Transformation
The redesign delivered a modern, intuitive solution that dramatically improved user satisfaction while enabling Eemel's expansion into new international markets.
The streamlined interface and enhanced navigation created a more intuitive experience that significantly boosted user engagement. The flexible new access rights system enabled effortless management of multiple company accounts, simplifying workflows and saving valuable time.
The business impact was substantial: weekly recurring revenue jumped 55%, media budget ROI surged by 622%, and average customer MRR increased by 46%. Customer satisfaction metrics showed marked improvement, with a 25% boost in loyalty and retention.
Project Scope: Comprehensive Platform Enhancement
Our team delivered over 20 completely redesigned views, including critical workflows like sales and purchase invoice creation. We also developed four entirely new interfaces: a personalized homepage, orders dashboard, service provider tendering system, and secure private messaging.
Simultaneously, we implemented a streamlined purchase journey and enhanced onboarding processes, dramatically improving the overall user experience. The redesigned invoice creation and delivery system operates 30% faster, delivering tangible efficiency gains for users.
The free-to-paid conversion rate doubled, validating the effectiveness of our user-centered design approach. Financial projections indicate the redesign will generate approximately €180,000 in incremental revenue for Eemel in 2025, a substantial improvement over pre-redesign performance.
Key Learnings: UX as a Strategic Business Driver
Eemel's transformation demonstrates the critical role of user experience in SaaS product success. Investing in user-centered design isn't merely about visual improvement—it's a strategic investment that drives significant improvements in key business metrics.
The comprehensive redesign strengthened Eemel's ability to serve customers more effectively while creating a solid foundation for sustainable growth in new markets. The project confirmed our core philosophy: successful digital transformation must be built on thorough user research and continuous testing with actual users.
