SaaS
ToolSpend
An AI-powered financial operations SaaS that enables real-time cost visibility and decision-making, to help teams monitor, forecast, and optimize their software and AI spending.
ROLE
Web Designer
TIMELINE
1 week | 2026
RESPONSABILITIES
UX UI, Prototyping, Testing
This prototype is a design optimization designed to improve free-trial conversion, based on the original Toolspend website.
CHALLENGE
The current web experience underdelivers on trust, clarity, and conversion momentum for free-trial
Toolspend is a solid product that solves a real pain that’s growing fast — runaway AI and SaaS costs across teams.
But the site currently reads as a generic dashboard rather than a strategic FinOps controller.
What’s needed is clarity of value, fewer choices early, and social proof that validates the ROI before signup.
Key friction points.
→ Weak product value communication
The current website talk in feature speak — not a business outcome oriented to user benefits. Users don’t buy a tracker; they buy less wasted spend, fewer surprises, and financial control.
→ Unclear primary conversion goal
Key conversion actions compete in hierarchy for attention.
→ Lack of differentiation against alternatives
Competitors are already framing value beyond visibility — license optimization, predictive forecasting, anomaly detection. Toolspend’s site currently reads like “another dashboard”, not a FinOps cockpit.
→ Insufficient explain-how section
Users need to know concretely:
How integrations work
How spend data is mapped (teams vs tokens vs cards)
What dashboards look like
What actions Toolspend automates
→ Weak social proof & trust signals
Right now there are few trust anchors (no customer testimonials, certificationa, case studies or real usage outcomes, press logos or real dollars saved, and early Product Hunt badge is great but needs more context.
OBJECTIVE
The goal was to help prospects quickly understand what ToolSpend does, why it is different, and why it can be trusted, to increase free-trial sign up conversion.
SOLUTION
Reframing ToolSpend from a spend-tracking dashboard into a proactive FinOps decision-making platform
To achieve this, I reorganized the experience around five key principles:
Shift messaging from features to business outcomes.
Establish a clearer conversion hierarchy centered around demo requests.
Strengthen differentiation by positioning ToolSpend as a financial operations cockpit rather than another analytics dashboard.
Increase product understanding through a dedicated "How It Works" section.
Build trust earlier in the journey through stronger social proof and credibility signals.
BEFORE VS AFTER
This prototype is a design optimization designed to improve free-trial conversion, based on the original Toolspend website.
Main changes were executed based on higher priority and impact level on free-trial conversion
Value Proposition
Messaging was rewritten around business outcomes such as reducing wasted software spend, improving budget visibility, and gaining financial control.
Conversion Hierarchy
The interface established a clearer hierarchy, guiding users toward a single primary conversion goal while maintaining secondary exploration paths.
Product Positioning
The product was positioned as a proactive FinOps operating system capable of helping teams monitor, forecast, and optimize software spending decisions.
Product Understanding
A dedicated educational section explained how data is collected, organized, visualized, and transformed into actionable recommendations.
Trust & Credibility
Trust-building elements were introduced throughout the experience, including customer outcomes, credibility indicators, product adoption signals, and stronger contextualization of existing achievements.
Validation is currently in progress.
This case study presents the redesign rationale, design hypotheses, and expected outcomes. Findings from usability testing will be incorporated in future iterations.
Success metrics to measure
Task success rate
Can users understand what ToolSpend does?
Value Proposition Clarity
Do users understand the business value?
Time to Comprehension
How quickly can users explain the product?
CTA Discovery Rate
Can users identify the next step?
Sign up to Free-Trial Intent
Would users consider to sign up to a free trial?
Trust Perception Score
Do users perceive the product as credible?
Expected outcome on validation
The redesign aims to help visitors understand ToolSpend faster, perceive greater business value, and feel more confident taking the next step toward a free trial product.
RETROSPECTIVE
Strategic takeaways.
This project reinforced the importance of designing for business understanding rather than feature discovery
One of the key lessons was that prospects evaluating B2B software are not primarily searching for features—they are searching for confidence.
Confidence that the product solves a meaningful problem, integrates with their existing workflows, and delivers measurable business value.
The redesign demonstrated how messaging, information architecture, and trust-building mechanisms can influence perceived value before a user ever interacts with the product itself.
Future iterations would focus on validating these assumptions through usability testing and measuring the impact of the redesigned experience on user understanding, trust perception, and demo-request intent.