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Luisina Salce

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Redesigning the payment model to boost growth in a B2B textile design tool by 100%

about the product

BYBORRE Create™ is a web app that enables multidisciplinary designers and product developers to design and order custom circular-knitted textiles on demand. It offers control over the aesthetics of their projects while promoting a sustainable approach to minimize textile production.

My Role

Product Designer working alongside with:

+ Product Manager
+ Product Engineers
+ Creative Technologist
+ Customer Success Manager
+ Marketeer

Research, design and prototype a new sign-up and checkout flow that aligns with user expectations, ensuring commercial viability and technical feasibility.

challenge

Create™ was launched as an MVP with an invite-only, subscription-based sign-up. However, rising user demand made this onboarding flow slow and overwhelming, reducing engagement rapidly and requiring significant internal effort during the consideration phase to retain these users.

The onboarding flow was long and overlapped with the consideration phase, requiring users to choose a subscription plan, learn the app, and make multiple decisions that required attention.

To address this, the customer success team was structured to assist users in getting started. However, this created user dependency in the customer support team, contributing again to a long journey.

main HYPOTHESIS

I believe the onboarding flow, with its multiple steps, creates friction early in the journey, requiring significant attention. This may disrupt the initial excitement users feel with the product for the first time, potentially diminishing engagement.

Request acccess

Request acccess

Request access

Request access

Our users were not familiar with a credit-based flow, which increased the likelihood of needing customer support.

The market was predominantly eCommerce-driven, with even the few custom textile solutions leaning toward an eCommerce model.

The design experience, centered around comprehensive customization, had a steep learning curve—something we addressed with the UI revamp of the editor (project coming soon).

DISCOVERING THE PROBLEM(S)

CONFUSING PRICING MODEL

The user must purchase credits (samples) before trying the app.

OPPORTUNITY

The industry values exclusivity and close contact.

pain

Users felt hesitant and uncertain, needing guidance from BYBORRE to make a decision.

LONG SIGN UP FLOW

After purchasing credits, comes an intense 7-steps sign-up flow

OPPORTUNITY

Signing up as a client portal is a common industry practice.

pain

After paying for an app they hadn't tried, the sign-up flow made the experience more overwhelming.

NO ONBOARDING

The commercial team must put in significant effort to guide users through decisions.

OPPORTUNITY

Users remained interested and curious about the app (based on interviews and commercial feedback)

pain

After signing up, users had little patience to learn the app and lacked a tour to guide them through the main tools.

CONFUSING PRICING MODEL

The user must purchase credits (samples) before trying the app.

LONG SIGN UP FLOW

After purchasing credits, comes an intense 7-steps sign-up flow

NO ONBOARDING

The commercial team must put in significant effort to guide users through decisions.

From customer feedback we learned users felt hesitant and uncertain, needing guidance from us to make a decision.

After paying for something they didn't try yet, the sign-up flow made the experience even more overwhelming.

During user interviews we found that after signing up, users had little patience to discover and learn the textile editor itself.

OPPORTUNITY

We also learned that the need for guidance wasn’t necessarily a drawback for this user, as they are used to close contact with their providers.

OPPORTUNITY

Competitor research showed that signing up, particularly for a client portal to manage orders, is fairly common in the industry. Maybe the sign-up process itself is not the issue.

OPPORTUNITY

Despite their impatience, users showed significant interest in learning the tool. During interviews, they actively asked questions about the features and shared their own ideas.

One thing was clear: payment and sign-up were the biggest bottlenecks in this flow. Both require a lot of attention and commitment from users before they even get a chance to explore the product.

Complete
Request

🙂

🫤

Purchase credits

🥱

Sign-up

🤨

Choose textile option

Design

🧐

Submit

🙂

Before

After

↑ Click to toggle

Interactive

Complete
Request

🙂

🫤

Purchase credits

🥱

Sign-up

🤨

Choose textile option

Design

🧐

Submit

🙂

Before

After

↑ Click to toggle

Interactive

Our product is pretty unique in the industry, and the journey to discover it showed to be… well, intricate. But what if we made the experience feel more familiar to the user while bringing our unique value proposition earlier in the journey?

With that in mind, we decided to try a different approach. Following market practices and usability standards, we considered moving payment to the end and streamlined the sign-up flow.

We defined 3 areas of improvement:

Payment

on the customer side

Sign-up

on the customer side

Order Management

in the admin side

Designing in collaboration

Redefining payment with Finance

Changing the payment flow meant rethinking the pricing model—a big shift.

Together with finance, we reworked the pricing so we can remove the credit paywall.

We tackled these in another dedicated project
Redesigning the order management flow

Adjusting operations to new ordering flow

Operations input led to a few changes in our original flow idea:

Custom textiles may need quality control before shipment.
Communication with users needs to be structured.
The shipment process needs to be optimized to ensure we can handle orders efficiently.

Aligning sign-up to (B2B) commercial needs

The previous sign-up flow captured valuable data for the commercial team.

To avoid disruptions, we worked together to map the essential data points needed for segmentation.

We tackled these in another dedicated project
Redesigning the order management flow

1. payment

2. sign-up

Hypothesis

Based on user interviews and competitor analysis, we believe that switching to a standard checkout at the end will make the tool more approachable for users unfamiliar with our textile customization offering.

Based on user interviews and competitor analysis, we believe that switching to a standard checkout at the end will make the tool more approachable for users unfamiliar with our textile customization offering.

Solution

Moving the payment to the end of the flow, so users can try the tool before paying.

Design sample

Design sample

Payment

Design sample

Design sample

Hypothesis

We believe that reducing the sign-up steps will make it faster and more efficient for users to get started.

While longer sign-ups are common in the industry, our textile design tool already involves detailed steps that require user focus.

We believe that reducing the sign-up steps will make it faster and more efficient for users to get started.

While longer sign-ups are common in the industry, our textile design tool already involves detailed steps that require user focus.

Solution

After close collaboration with the marketing team and customer success we could manage to cut the sign-up process down from seven to three steps, still getting all the important info but making it quicker for users to start using the platform.

After close collaboration with the marketing team and customer success we could manage to cut the sign-up process down from seven to three steps, still getting all the important info but making it quicker for users to start using the platform.