B2B • SaaS • Fintech
Fonoa is an API-first B2B SaaS suite that helps global companies such as 🍎, Google, Meta, Uber, Netflix, Zoom, Spotify, etc. achieve compliance. I joined in March 2021 as the second product designer to lead Lookup, now Fonoa’s million-dollar revenue generating product. Together with Nemanja (the first designer), we scaled the team to 8 designers and researchers amid the tech recession late-2022.
Today, I lead E2E design for Lookup and e-Invoicing, developing frameworks and positioning design as a strategic asset. I also oversee the Fonoa Design System and Branding guidelines.
Scopes
Discovery (User Research, Competitive Analysis
Design (User Journey, JTBDs, Problem-Solution Definition, Ideation, Prioritisation, Architect, UX/UI, Prototyping, Testing)
Project MGMT (Phasing, Tracking, Communication)
Marketing Design (Website, OOH)
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.