29Lines

BACKGROUND

Please describe your company and position.

I am the Joint Communications Academy Director of Technologist

Describe what your company does in a single sentence.

We deliver end-to-end IT services with a strong focus on building and scaling Fintech SaaS solutions. Also we run an internal education program designed to continuously upskill specialists in the modern technology solutions.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire 29Lines to accomplish?

• We hired 29Lines because the product had become difficult for ordinary small business owners to understand. The issue was not that the platform lacked functionality. The real problem was that too much of the financial logic stayed inside the product instead of becoming clear to the user.
• Many users did not understand how forecast numbers were formed, what was affecting them, or why the balance was expected to change. Even simple actions like adding a recurring bill took too many steps. We needed the product to feel easier to understand and easier to trust, especially for people without a finance or accounting background.
• Our goal was to make the dashboard easier to read, simplify the main money-related actions, and present the forecasting logic in a way that made people feel confident using it.

SOLUTION

How did you find 29Lines?

Online Search

Why did you select 29Lines over others?

• Pricing fit our budget
• Great culture fit
• Good value for cost

How many teammates from 29Lines were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

29Lines redesigned the Cashflow dashboard so users could see their current balance and upcoming financial changes in a way that made immediate sense. Instead of showing forecast numbers as something abstract, the new design connected them to real balance data, expected income, and expected expenses.

They also added clear visual explanations for what was affecting the forecast, such as upcoming invoices, subscriptions, and large payments. Another important part of the work was simplifying data entry. Income and expenses were brought into one clearer flow, and common actions like rent or payroll could be handled through templates with recurring reminders. The team delivered the full design in Figma, including all major screens, reusable elements, charts, and a clickable prototype that our developers used as a working reference.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The time from login to the first useful action dropped by almost 50%, which meant users could start using the product much faster. We also saw trial-to-paid improve from about 8% to 20% after the updated interface was released.

Just as importantly, users found the financial forecasts easier to understand. The product did a better job of explaining what was happening and why, which made the experience feel more trustworthy.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

29Lines were reliable with deadlines and quick to respond when adjustments were needed. Communication was clear, the process was easy to follow, and feedback was picked up fast.

In several cases, they suggested better ways to present information and simplify the experience, which improved the end result.

What was your primary form of communication with 29Lines?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What impressed us most was their ability to take something complicated and make it feel understandable without stripping away the logic behind it.

This was especially important for us because the product deals with financial forecasting, and users need to trust what they are seeing. 29Lines helped turn complicated financial information into something clearer, more usable, and easier for non-experts to act on.

Are there any areas for improvement or something 29Lines could have done differently?

At this stage, I cannot point to anything specific that needed improvement.

BACKGROUND

Please describe your company and position.

I am the Strategic Communication Manager of a B2B SaaS company.

Describe what your company does in a single sentence.

We are a US-based B2B SaaS platform designed to help contractors manage projects, estimates, invoicing and client communication in one centralized system.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire 29Lines to accomplish?

• We partnered with 29Lines because our product had become overloaded over time. It was originally built by engineers, and while the functionality was strong, new users often struggled to understand where to start, what to do next, and how the platform was supposed to work.
• Our goal was to make the product easier to understand and easier to use. We wanted to simplify the main parts of the platform, improve the first user experience, make the workspace clearer, and help users understand the value of the product faster.

SOLUTION

How did you find 29Lines?

• Online Search
• Referral
• LinkedIn

Why did you select 29Lines over others?

• High ratings
• Pricing fit our budget
• Good value for cost
• Company values aligned

How many teammates from 29Lines were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

29Lines started by reviewing the product to find where users were getting confused, slowing down, or giving up. From there, they redesigned the main dashboard and workspace, simplified navigation, and improved the first user experience so the platform felt clearer from the start.

They also introduced a more intuitive chat-style interface for lead management and created an “Actions” model, where follow-ups, messages, and next steps appeared as clear tasks instead of scattered actions. In addition, they designed Playbooks - customizable outreach scenarios with AI-adapted message suggestions.

The final deliverables included: wireframes, final screen designs, an interactive Figma prototype, and a reusable design foundation for development.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

After the redesign launch, user activation increased from about 21% to 37%. Support requests also went down because users could move through the platform more easily and had less confusion about what to do next.

The project also made implementation smoother for our team. The designs were clearer, more complete, and easier for engineering to work with, which reduced back-and-forth during development.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Communication in English was clear and smooth throughout the project. We worked directly with the designer, which made collaboration faster and simpler, without unnecessary layers in between. At the same time, the designer worked directly with us, but there was also oversight and support from the Head of UX/ Head of Design. A PM stayed involved throughout the process, regularly asked for feedback, and made sure we were happy with both the progress and the results. Deliverables were shared on time, and overall the team felt organized, responsive, and business-minded - not focused on making things just look better, but on making the product work better.

What was your primary form of communication with 29Lines?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What impressed us most was that 29Lines team approached design as a business problem: where users get confused, what slows them down, and what makes the product harder to understand or trust. That was especially valuable for us because we did not need prettier screens - we needed a product that felt clearer, simpler, and more usable. 29Lines understood that well. The combination of direct communication, strong design oversight, and a clear business mindset made them stand out from a typical design vendor. They helped us simplify a complex platform, make it easier for users to navigate, and create a stronger foundation for future growth.

Are there any areas for improvement or something 29Lines could have done differently?

At the moment, I can’t recall anything that would require changes or improvement. The collaboration went smoothly.