Redesigning business accounts for trust and scalability

Leeto has made it easy for CSEs (French Works Councils) to open 100% online business accounts, tailored to their two mandatory budgets: ASC (Social & Cultural Activities) and AEP (Economic & Professional Activities). As the solo product designer, I designed the first version in 2020 and its evolution in 2021, making it a key entry point for managing CSE finances.

As usage grew, the experience showed its limits: trust issues, design inconsistencies, and mounting tech debt. The redesign aimed to rebuild confidence, align with new standards, and make the product scalable and easy to evolve, paving the way for a unified treasury management experience.

NPS from negative to positive

NPS from negative to positive

Support tickets dropped

Support tickets dropped

Strong adoption for new key features

Strong adoption for new key features

Positive redesign

Positive redesign

Theme

B2B Fintech

SaaS

Team

4 Developers

1 Product Designer

1 Product Manager

Skills

Product Design

User Research

User Testing

Timeline

2023 - 3 months

Tools

Initial observations

By 2023, Leeto was ready for a new chapter. After years of fast growth, our business accounts, the core of the platform, had become both essential and painful. Users struggled with unclear and incomplete flows along with risky transactions, while the product carried the weight of accumulated debt. The rebrand and redesign of Leeto V3 were our opportunity to start fresh: rethink the experience, rebuild trust, and make treasury management finally feel effortless for CSEs.

By 2023, Leeto was ready for a new chapter. After years of fast growth, our business accounts, the core of the platform, had become both essential and painful. Users struggled with unclear and incomplete flows along with risky transactions, while the product carried the weight of accumulated debt. The rebrand and redesign of Leeto V3 were our opportunity to start fresh: rethink the experience, rebuild trust, and make treasury management finally feel effortless for CSEs.

By 2023, Leeto was ready for a new chapter. After years of fast growth, our business accounts, the core of the platform, had become both essential and painful. Users struggled with unclear and incomplete flows along with risky transactions, while the product carried the weight of accumulated debt. The rebrand and redesign of Leeto V3 were our opportunity to start fresh: rethink the experience, rebuild trust, and make treasury management finally feel effortless for CSEs.

To identify priorities, we analyzed product data, customer support feedback, and user interviews complemented by sales insights from lost deals and market comparisons to pinpoint what was truly game-changing or challenging against competitors.

We noted that:

To identify priorities, we analyzed product data, customer support feedback, and user interviews complemented by sales insights from lost deals and market comparisons to pinpoint what was truly game-changing or challenging against competitors.

We noted that:

To identify priorities, we analyzed product data, customer support feedback, and user interviews complemented by sales insights from lost deals and market comparisons to pinpoint what was truly game-changing or challenging against competitors.

We noted that:

To identify priorities, we analyzed product data, customer support feedback, and user interviews complemented by sales insights from lost deals and market comparisons to pinpoint what was truly game-changing or challenging against competitors.

We noted that:

1. Pro accounts as a top issue

The section consistently surfaced as one of the main pain points raised by users.

2. Struggles with key features

Users found it difficult to access and fully understand some core functionalities.

3. Outdated experience

The pro accounts experience hadn’t seen any major updates since 2020.

4. Product goal in progress

An initiative was in place to improve access, security, and financial flows.

Treasury naturally emerged as the starting point, leading us to ask:

Treasury naturally emerged as the starting point, leading us to ask:

Treasury naturally emerged as the starting point, leading us to ask:

Treasury naturally emerged as the starting point, leading us to ask:

How to make treasury management easier for CSEs on Leeto?

How to make treasury management easier for CSEs on Leeto?

Research for a better understanding

Together with Mélanie, our B2B Product Manager, I ran user interviews with active pro account users to gather qualitative insights, and launched a survey to reach the wider user base for quantitative input.

Together with Mélanie, our B2B Product Manager, I ran user interviews with active pro account users to gather qualitative insights, and launched a survey to reach the wider user base for quantitative input.

Together with Mélanie, our B2B Product Manager, I ran user interviews with active pro account users to gather qualitative insights, and launched a survey to reach the wider user base for quantitative input.

Room for improvement in satisfaction

Business accounts reached a negative NPS and 40% of users were dissatisfied with transaction exports (CSAT) and mostly used it for control purposes.

Business accounts reached a negative NPS and 40% of users were dissatisfied with transaction exports (CSAT) and mostly used it for control purposes.

Business accounts reached a negative NPS and 40% of users were dissatisfied with transaction exports (CSAT) and mostly used it for control purposes.

Opportunity: Improve exports, clean data and elevate the overall experience to restore trust and satisfaction.

Navigation & visibility need rethinking

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“Navigation is not always intuitive.”

“Navigation is not always intuitive.”

“Navigation is not always intuitive.”

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“I find it hard to locate past transfers. I can't filter.”

“I find it hard to locate past transfers. I can't filter.”

“I find it hard to locate past transfers. I can't filter.”

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“I didn’t know there was a view for all accounts.”

“I didn’t know there was a view for all accounts.”

“I didn’t know there was a view for all accounts.”

Opportunity: Simplify navigation and clarify the overall accounts view (e.g. add transactions filters).

Regular usage

70% of users consult the Pro accounts section at least once a week (30% several times a week).

70% of users consult the Pro accounts section at least once a week (30% several times a week).

70% of users consult the Pro accounts section at least once a week (30% several times a week).

Opportunity: A central touchpoint with high potential for impact.

Benchmarking against leading online banks

Users refer to well-established online banking experiences (e.g. Boursorama) as a benchmark.

Users refer to well-established online banking experiences (e.g. Boursorama) as a benchmark.

Users refer to well-established online banking experiences (e.g. Boursorama) as a benchmark.

Opportunity: Leverage industry best practices to raise expectations and design a competitive experience.

How might we improve the reliability and scalability of the Accounts section to align with the standards of a professional banking solution?

How might we improve the reliability and scalability of the Accounts section to align with the standards of a professional banking solution?

How might we improve the reliability and scalability of the Accounts section to align with the standards of a professional banking solution?

How might we improve the reliability and scalability of the Accounts section to align with the standards of a professional banking solution?

Success criteria

Keep a positive NPS on the business accounts within 6 months

Reduction in technical tickets especially bugs & duplicates

Success criteria

Keep a positive NPS on the business accounts within 6 months

Reduction in technical tickets especially bugs & duplicates

Success criteria

Keep a positive NPS on the business accounts within 6 months

Reduction in technical tickets especially bugs & duplicates

What can we do?

Reliability

Reliability

Reliability

Secure data and flows while ensuring consistency across all user-facing information, building trust and confidence.

Scalability

Scalability

Scalability

Redesign the system on new design and brand foundations, optimized to grow seamlessly with future needs.

Standards

Standards

Standards

Define and integrate the essential features of online banking, setting a strong and reliable baseline for business accounts.

From ideas to concepts

Simplified navigation

Finding transactions or managing transfers used to take time. I redesigned navigation for direct reading and faster access on any device.

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Instant account access

Instant account access

Instant account access

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Smarter transaction grouping for Leeto benefits

Smarter transaction grouping for Leeto benefits

Smarter transaction grouping for Leeto benefits

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Transfer management space

Transfer management space

Transfer management space

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Mobile & tablet new access

Mobile & tablet new access

Mobile & tablet new access

Smarter account management

Users needed better tools to plan and stay in control. The new design brings clarity and confidence to everyday banking.

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Predictive balances

Predictive balances

Predictive balances

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Transactions split between past and upcoming

Transactions split between past and upcoming

Transactions split between past and upcoming

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Advanced search, filters & exports

Advanced search, filters & exports

Advanced search, filters & exports

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Simpler beneficiary management

Simpler beneficiary management

Simpler beneficiary management

Reassurance & security

Users needed transparency and consistent data to trust the tool. We unified information, cleaned records, and refined exports for a more reliable experience.

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Transfer summaries & redirection to upcoming payments

Transfer summaries & redirection to upcoming payments

Transfer summaries & redirection to upcoming payments

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Compliant statements

Compliant statements

Compliant statements

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Flexible exports with more detailed content

Flexible exports with more detailed content

Flexible exports with more detailed content

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Data cleaned with old bugs & duplicates removed

Data cleaned with old bugs & duplicates removed

Data cleaned with old bugs & duplicates removed

What we learned from our tests...

User tests showed strong adoption for all the new navigation experience and the interface was perceived as simpler, more intuitive, with high satisfaction scores.

Navigation

80%

accessed transaction details

92%

statements downloaded successfully

Overall experience

What changed, for the product, for the users and for me.

Impact

The redesign had a clear positive effect that reduced user frustration and strengthened overall trust in the tool:

The redesign had a clear positive effect that reduced user frustration and strengthened overall trust in the tool:

The redesign had a clear positive effect that reduced user frustration and strengthened overall trust in the tool:

NPS turned positive

NPS shifted from negative to positive within 3 months post-launch, marking a clear boost in user satisfaction.

Fewer issues over time

Many recurring bugs and duplicate errors were fixed, leading to a clear drop in new related support tickets after release.

Strong user adoption

Users quickly embraced the new flows, praising advanced research or even upcoming transactions.

Redesign & rebranding impact

The new interface and identity rebuilt trust and strengthened Leeto’s brand perception.

Learnings

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Self-challenge matters

Self-challenge matters

Self-challenge matters

Revisiting a module I had already worked on pushed me to question my own earlier choices and look for ways to improve.

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Keep what works

Keep what works

Keep what works

Not everything needs to change. Respecting familiar patterns helps users transition smoothly without disrupting their habits.

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Step-by-step change

Step-by-step change

Step-by-step change

Big redesigns take time to show results; adoption builds gradually as users gain confidence in the new experience.

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Data + trust go hand in hand

Data + trust go hand in hand

Data + trust go hand in hand

Ensuring reliability of information is just as important as delivering a sleek interface. Both are key to long-term engagement.

Personal highlights

Reworked for the 3rd time on this key module used daily by CSEs to manage their treasury.

Reworked for the 3rd time on this key module used daily by CSEs to manage their treasury.

Reworked for the 3rd time on this key module used daily by CSEs to manage their treasury.

Made first foundational milestone toward the Leeto V3 ambition.

Made first foundational milestone toward the Leeto V3 ambition.

Made first foundational milestone toward the Leeto V3 ambition.

Created tangible impact: smoother journey, fewer CSM (Customer Success Managers) interventions, more user autonomy.

Created tangible impact: smoother journey, fewer CSM (Customer Success Managers) interventions, more user autonomy.

Created tangible impact: smoother journey, fewer CSM (Customer Success Managers) interventions, more user autonomy.

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