B2B • SaaS • Fintech
Fonoa is an API-first B2B SaaS suite powering compliance for global internet leaders like Apple, Google, Meta, Uber, Netflix, Zoom, Spotify, and AWS. I joined in March 2021 as the second product designer to lead Lookup, now Fonoa’s million-dollar TIN Validation powerhouse. Together with Nemanja (the first designer), we scaled the team to 8 designers and researchers amid the tech recession in 2022.
Today, I lead all design aspects for Lookup and e-Invoicing products, develop design frameworks, and champion design’s value across cross-functional teams to elevate UX maturity, fostering collaboration and a shared understanding of the impacts of design on product quality and user satisfaction. I also lead the development and maintenance of the Fonoa Design System and Branding guidelines.
Products, Projects
e-Invoicing
Lookup
Cross-platform features
Data Sharings (DAC7)
Third-party Vendor Platform
Fonoa Certificate Platform
Design System
Branding guidelines & materials (swags, gifts, etc.)
Company website
Marketing collaterals
Working at Fonoa has been a unique opportunity to dive into the specialised field of tax, allowing me to lead end-to-end platform design in a fast-paced environment. Collaborating closely with POs, PMs, engineers, UX researchers, Tax Managers, Sales, Marketing, and CX teams has deepened my understanding of the B2B SaaS fintech landscape.
The role demands constant context switching across various products and projects, which has been both challenging and rewarding, strengthening my holistic view and systems thinking. This approach helps me identify user-centered commonalities across complex workflows. Additionally, I’ve had the privilege of building, leading, and growing a team of designers—an exciting responsibility that brings its own rewarding challenges.