The brief

Plainpay customers were mostly one-person businesses. Half of all support tickets were the same three questions about sending and chasing invoices.

The route we took

We cut the invoice form to the fields people actually use, moved everything else behind one link, and rewrote every error message in plain words.

What changed

Support tickets fell by 52 percent. Customers now send their first invoice in under three minutes, measured from sign-up.