The Challenge
TechFlow Solutions, a provider of complex project management software for enterprise engineering teams, hit a ceiling. Despite having a powerful feature set, their trial-to-paid conversion rate was stagnant. Users found the interface "intimidating" and "clunky," leading to a high drop-off rate within the first 48 hours of use.
The core problem wasn't the technology—it was the cognitive load. TechFlow needed to simplify complexity without losing the depth that their power users required.
The Strategy
Our audit revealed that users were overwhelmed by the number of clicks required to complete standard tasks. We proposed a "Progressive Disclosure" design philosophy: keeping the interface clean for new users while hiding advanced features behind intuitive secondary menus.
Friction Audit
Mapped out every user path and identified over 12 "friction points" where users were consistently getting lost or frustrated.
Architecture Pivot
Restructured the dashboard from a flat list view to an intuitive hierarchical system that mirrored real-world engineering workflows.
The Execution
We rebuilt the entire front-end using a modern design system. The new interface introduced global search-to-action features, allowing users to find and execute tasks using keyboard shortcuts, similar to developer tools.
We also implemented an automated onboarding sequence that guided new users through their first project setup using "success milestones." This gamified approach kept users engaged during the critical first 72 hours.
"The redesign wasn't just about making things look better; it was about making them work better. Wibs Digital understood our users better than we did ourselves."Jan Vermeer CTO, TechFlow Solutions
The Result
The impact was immediate. Trial-to-paid conversions jumped by 156% in the first quarter post-launch. More importantly, the churn rate for existing enterprise clients dropped by 34%, as the tool became easier for their team members to adopt.
Total added Annual Recurring Revenue (ARR) from the redesign alone capped at €1.2M by the end of the year, providing TechFlow with the capital needed to expand into the North American market.
