Invoice Ninja is an invoicing software that provides good-quality services at an affordable price for freelancers and small businesses, and it's a big community for developers at the same time.
Freelancers & small businesses are the ones who pay for the software.
Developers provide feedback and help Invoice Ninja expand while using the software for free.
We strategically uncovered their brand values first, took an in-depth look at the customers and their pain points, and then re-wrote the messaging.
We tried to make it very clear who they are for and what's developers’ role into this.
PageSpeed Insights from Google ranked the new website to perform 3 times better then their current one.
When we asked users to describe what the website is about, right when they got on the page without scrolling, they all understood very fast and described it very well.
Everyone was willing to create an account and try Invoice Ninja after just checking the features and pricing pages.
Andreea Encutescu
Brand Experience Designer
Gabriela Gurgui
Digital Illustrator
May 2020 - June 2020
We felt that Invoice Ninja has some interesting core values that are hidden away throughout their messaging.
We explored all the challenges, set the long-term goal, the three objectives for this week, and then came up with solutions and decided what we should prototype.
The solution we came up with for the unbalanced customer groups was to make them feel like they are already a part of Invoice Ninja right when they land on the website.
While applying our solutions, we tried to keep some familiarity to it and not expand too much into something that Invoice Ninja is not:
Developers’ section with their profile photos is similar to what they currently have.
We took the demo of the app from behind the button they are hiding it on their current website and put it into the spotlight right on the home page.
As we tested the prototype from the previous week with the audience, we noticed a couple of problems: the navigation on the website was confusing, and they noticed that it is only for freelancers.
We focused the most on the first thing visitors see on the website. The customers are right there saying what I.N. is for.
On the pricing page, we let the colors, the shapes, or the illustrations guide you. You get a sense now what's the best pricing plan you can choose.
For the brand personality, we knew we want something dependable and hands-on things, something to make people feel calm.
The pale orange the freelancers & small businesses.
The green represents the developers.
With the new personality, we wanted to better express emotions relevant to the customers’ needs, and showcase the connection between the customers a lot better.
With the feedback from last week’s testing session, we needed to make sure people will click on the button that opens the pop-up with ‘picking a side’, so we changed it to ‘features’ that now goes to the features page.
For a better navigation, we’ve made the features page to talk directly to freelancers & small businesses, and the self-host page to developers.
The new logo had to look like their current one, but at the same time different. So we had to be careful and to keep a balance between the old and the new.
The biggest concern we had when it comes to their logo was that it is an envelope. It has a bit of personality and somehow looks like a ninja, but only email service providers use an envelope as a logo (think Gmail).
We wanted to keep the 'ninja' in the logo and add the 'invoice' in it instead of an envelope. This will better serve what Invoice Ninja is about.
See why and how we created a brand with personality for our small innovative team to attract SaaS startups that focus on customers.
see case study
We are Brandenstein and we believe in the power of brand differentiation through its personality.
meet the team