SH/FTDesigning a Business Management Platform from Zero to Launch
Built a web app and marketing website for SHIFT — a business services startup helping European entrepreneurs manage accounting, legal, HR, and admin tasks in one place.
SHIFT is a subscription-based business services platform for entrepreneurs in Europe. It brings accounting, legal, administrative, and HR support into a single app — paired with a personal manager who handles complex tasks on your behalf. When I joined, the product didn't exist yet. There was only a basic company website and a vision. As the sole product designer, I worked with two product owners, a small engineering team, and a branding team to take SHIFT from concept to launch — designing both the web application and the marketing website from scratch.
Challenges
How might we...
build trust when users are delegating sensitive operations?
How might we...
make business administration feel simple and approachable?
How might we...
give business owners full visibility into their processes remotely?
Research
We conducted interviews with existing business owners to understand their daily pain points around administration. We also ran a competitive analysis of similar platforms in the European market to identify gaps and opportunities.
Scattered workflows across multiple tools
No visibility into document status
Time-consuming daily operations
Low trust in delegating tasks remotely
Final Result
Branding
Defined SHIFT's visual identity from scratch — logo, typography, color palette, and photography direction. Set the tone of voice to be friendly and conversational rather than corporate-heavy, making the brand feel approachable for business owners of all sizes.
Marketing Website
Designed and launched the SHIFT marketing website — communicating the value proposition and service offerings while building trust with potential customers through a friendly, approachable tone.
Business Management App
Designed the core web application where business owners can track their processes, upload and manage documents, communicate with their personal SHIFT manager, and handle accounting, legal, HR, and admin tasks — all from one dashboard.
Impact
The product is currently in pre-launch. Branding, marketing website, and the core web application have been designed but not yet built. We expect these metrics post-launch:
Task Completion Time
-50%
MAU
+25%
User Retention Rate
90%+