Owners were abandoning invoices halfway through.
Ledgerly's invoice builder was a nine-step wizard designed for accountants. Its real users were plumbers, photographers and dog groomers billing from a phone between appointments. Support tickets told the same story again and again: they'd start an invoice, get interrupted, and lose their progress.
Billing happens in the gaps of the day.
Twelve contextual interviews and four days of shadowing surfaced three patterns.
Most invoices repeat. The same client and services, with slightly different quantities.
Interruptions are the norm. Nobody finished an invoice in one sitting while shadowed.
Tax fields caused anxiety. Owners feared getting them wrong more than anything else.
One screen, smart defaults, nothing lost.
We collapsed the wizard into a single editable invoice that pre-fills from the client's last bill, autosaves every change, and explains tax in plain language right where it applies. I prototyped three directions and tested each with eight owners before committing.
Faster invoices, fewer support tickets.
The biggest lesson: autosave did more for trust than any visual polish. Once owners knew they couldn't lose work, they stopped rushing.