Benchmark Analysis: FreshBooks
by Cindy La
FreshBooks is a small business cloud accounting software that is available on desktop to mobile for iOS and Android.
Who uses it?
It is designed for the non-accountant in different industries such as creatives and marketing, business consulting and legal services, trades and home services, information technology, and other industries.
Why do they use it?
FreshBooks is the only accounting software designed for service-based small businesses to manage projects. It’s easy to use, save time, and get organized for invoicing, expenses, time tracking, payments, and reporting.
App Analysis
Information architecture — how is the content organized and structured (hierarchy, labeling)
The information architecture makes great use of an open navigation, instead of a hidden hamburger menu. The main tasks are organized by importance starting from Invoices, Clients, Time Tracking, Expenses, Projects, and Estimates. The icons contain labels are the bottom to ensure clear communication. There is a “Create New” shortcut to tasks at the bottom. These main tasks are designed towards the bottom of the screen which is great for thumb reachability, while the real estate at the top is designed for a quick glimpse of amounts currently outstanding from clients. However, it may be repetitive because the main navigation offers the same feature in the same number of steps.
visual design — typography, colour, composition
The visual design of the app is effective as it uses a clear and legible colour palette with typography and composition. The shortcuts use green for psychological purposes of motivating users to use it. The typography contains a neutral palette. The interface feels invisible and works with the user, thus less is more as the only the colour blue for branding purposes while still being effective and legible, and consistent with iOS guidelines.
usability — ‘findability’, effectiveness, utility; how does it work?
Sending an estimate creates a clear communication channel between the designer and client. This step can be skipped and go straight to creating an invoice if they have already determined a rate. However, it is strongly recommended to use the Estimate feature to be cohesive and have a clear agreement filed. The app converts all estimates and invoices into a well-designed, professional PDF document with required information and through email as well. The notes also notify the user that they are visible to the client. Thus, sending an estimate and invoice requires the user to do the least amount of work to send invoices out and get paid faster.
content — what content is presented; how and why
FreshBooks offers project management of team members, while ensuring the privacy of the hourly task rate for each member. The full names of the Project Manager and Team Members are explicit to assume accountability and responsibility for their activity. For a small coffee shop owner, using the Logging feature is a great way to easily organize payment for employees.
After releasing invoice to client, the designer checks a notification from the app, saying that the client logged in and viewed the invoice. There are options for the designer to suggest payment through credit card or mailed cheque. For this scenario, the client mailed the cheque. When the designer receives the cheque, she marks the invoice “paid” which sends an email notification to the client. This notification system through the app and emailing creates a transparent medium to prevent any discrepancies such as if the client didn’t receive the invoice or read the invoice yet. The titling of the invoice is an Invoice # automatically generated by the app, while the Project Name is customized. The Invoice # is a factual and efficient way to refer to the invoice when project managers, clients, and employees are communicating about it. However, there could be an improved measure to not disclose the number to clients for security and privacy reasons. It is also explicit in displaying the currency CAD, though the conversion experience could be better such as with a current estimated rate conversion feature.
synthesize your findings (is it effective, why or why not?)
Overall, the FreshBooks app is very effective on the go and desktop as it is consistent in features as a whole, especially for their target market, small businesses and non-accountants. There’s room for improvement in data visualization. However, relating to the Deloitte oil companies’ engagement, there could be improved security and privacy features, and stricter project management approval of hourly rates before being able to send the invoices out.
On-boarding, desktop
