Project Ecosystem
Lead Designer
Context.
Wethos is a proposal and invoicing platform designed around a modular, service-centric system. Users can manage a library of custom services and add them to proposals and invoices as needed.
The platform also provides pre-priced proposal templates, which serve as a common starting point—over 90% of first projects begin from a Wethos template.
Template browsing experience.
Most users start their first project with a Wethos template, making template search a key part of onboarding. For more experienced users, it remains essential for data management, helping them quickly find and insert content into projects or their custom template library.
To support this flexibility, the experience leverages modals to allow users to browse and insert templates without disrupting their current workflow - whether they’re building a proposal, editing an invoice, or managing their service library.
Modular proposal Builder.
The redesigned proposal builder prioritizes usability, flexibility, and alignment with user expectations. A WYSIWYG editing experience ensures that what users see while editing matches the final proposal, reducing the need for constant previewing. The project outline sidebar improves wayfinding in long proposals, while modular content blocks allow users to toggle sections on and off based on their needs. These UX improvements streamlined workflows and removed unnecessary friction, significantly increasing engagement and retention from 12% to over 40% (measured by the percentage of new users who return within 30 days of their first session and then take action in the proposal editor).
Visibility of System Status.
A clear real-time editing experience is essential for reducing uncertainty and improving efficiency. Previously, users had to constantly switch between edit and preview modes, creating friction in the proposal-building process. Designing a WYSIWYG interface that maintained flexibility without overwhelming users required a careful balance. We achieved this by leveraging progressive disclosure, primarily through hover states, allowing users to access additional controls only when needed—keeping the interface clean while ensuring key actions remained easily accessible.
Before
After
Driving invoice adoption.
Deposits and invoice scheduling were highly requested features, and data showed that while most users started with proposals, those who adopted invoicing had higher retention rates. This feature was designed not only to meet user needs but also to serve as a cross-sell opportunity, seamlessly introducing invoicing within the proposal flow.
Research revealed that a key stress point for users was ensuring they billed accurately for the project total, leading to the development of the calculator banner inside the schedule - helping users confidently set up deposits and payment plans.
Results: over 30% of proposals shared through the platform had at least 1 invoice (usually a deposit) in the payment schedule.
Building consistency.
The patterns developed for the scope of work were applied throughout the proposal to create a familiar framework and intuitive experience.
Streamlining workflows.
Allowing users to save and reuse templates ensures greater efficiency and consistency across projects and invoices. By managing their own content library, users can quickly insert pre-defined structures, reducing repetitive work and maintaining uniformity in their documents.
Creating a cohesive ecosystem.
Maintaining consistency across the ecosystem reduces cognitive load and allows users to navigate workflows more intuitively. By aligning the invoice editor with the proposal builder, users can rely on familiar patterns and interactions, making it easier to transition between tools and complete tasks efficiently.
Before
After
Empowering users with data.
Many freelancers operate with limited visibility into their financial and project performance, making it difficult to track progress or identify trends. To address this blind spot, we focused on key metrics that help users manage both individual projects and their overall business health. By surfacing actionable insights within the dashboard, users can make informed decisions, optimize their workflows, and maintain a clearer picture of their financial standing.