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Case study — DOJO

Designing smarter billing experiences

DOJO provides payment solutions to SME and enterprise businesses.
I led the Billing squad’s discovery, shaping a strategic vision and roadmap that later informed DOJO Intelligence — a product that helps businesses turn payment data into actionable insights.

Role
Senior Product Designer
Duration
~3 months · 2024
Concept: the monthly DOJO billing email — financial summary, invoice and business transaction trends
TL;DR

Making the monthly bill effortless to read, transparent about every rate change, and a source of insight that helps customers grow their business.

The problemConfusing invoices drove support queries and churn, while low engagement beyond the bill limited any chance to help customers grow.
The researchBilling is where customers think about money: 83% check monthly DOJO bills to stay on top of finances.
The goalHelp customers manage invoices clearly and transparently, while growing their business with data‑led resources and complementary DOJO services.
The outcomeImproved the billing experience and shaped the strategic vision and roadmap that later informed DOJO Intelligence.
01 · The challenge

A billing experience that created more questions than answers

Problem

High volumes of billing support queries, on information that was confusing and unclear.

The billing section lacked clear organisation and engaging touchpoints, missing growth opportunities — and the friction eroded trust, leading to increased churn and cancellations.
Support queries · billing invoices
24% of customer support queries are about billing invoices
Email open rate · monthly bill
83% of customers check their monthly billing email
Invoice download rate
35% go on to download the invoice itself
Mixpanel experiment dashboards and a ranked table of customer support contact reasons
Mining Mixpanel & support tickets: billing invoice queries rank 2nd of the top-20 contact reasons.
End-to-end journey map from sales and sign-up through first invoice and direct debit
Mapping the end-to-end journey — from sign-up to first invoice — exposed where billing clarity breaks down.
02 · The research

Understanding why customers read their bills

Customer interview profile and a pie chart of why customers check their bills
Interviews & surveys: why customers actually open the bill.
Opportunity Solution Tree mapping user needs to phased solution ideas
The Opportunity Solution Tree — every idea traced back to an evidenced need, and phased for delivery.

Poor usability

The invoice is long and confusing — customers can’t find what they need. HMW simplify information access and make accounting effortless?

Low engagement

The billing moment promotes nothing — growth opportunities pass by unread. HMW make billing drive proactive business management?

Lack of trust

Fees and rate changes go unexplained, and distrust compounds. HMW build trust through transparency at every rate change?

03 · The design

From a billing statement to a smarter business management experience

Slide 01 — Billing invoice: improve the invoice layout and visuals, and prompt DOJO app downloads with personalised trends; plus a clearer invoice file naming convention. Slide 02 — Invoice email: enhance the email’s content narrative with a better personalised experience, and an invoice preview that reduces friction in content exploration. Slide 03 — Invoice email: positive language and dynamic content turn the experience into a celebration moment, with data insights that identify business trends. Slide 04 — Invoice email: advanced data-driven insights to enable informed business decisions, promoting complementary DOJO services to drive business growth.
04 · The outcome

How we would know it worked

With a user-centred, data-informed approach, we expected improvements in four places:

Target
−20%
Customer service queries about billing
Billing invoices were 24% of all support contacts — a clear invoice should take work off the queue.
Target
+15%
Engagement in the billing sections
Measured as time spent: if the bill is worth reading, people stay in it.
Target
+15%
Cross- and up-sell from billing
Adoption of the relevant DOJO products surfaced in the billing experience.
Target
−15%
Churn caused by billing issues
The end of the chain: confusion and disputed charges are why billing loses customers.

What DOJO launched

In 2026, DOJO launched DOJO Intelligence — the product direction this project helped shape. It turns DOJO’s payment data into insights on customer behaviour, spend, catchment areas, and local benchmarks.

DOJO reports 49M+ monthly customers across its anonymised data and £12,000+ in incremental sales for one restaurant. My contribution ended with the concept and roadmap that helped make the case for it.

DOJO Intelligence: total takings of £17,000 up 5%, competitors at £14,250 up 3%, and a customer spend report showing £14.40 average spend per visit
Total takings against local competitors, and average spend per visit.
DOJO Intelligence: 743 new customers up 5% and 213 regular customers down 5%, shown as a donut chart
New and regular customers, and how the split is moving.

Product screens: DOJO Intelligence

05 · How I decided

Three calls that mattered

Trust before conversion

Customers need to trust the bill before they’ll buy anything else. Clarity and transparency come first — trust is the conversion rate.

Make email a growth touchpoint

With a high billing email open rate, it became a natural moment to introduce relevant cross-sell and up-sell opportunities — meeting customers where they already engage.

Turn transactions into insights

DOJO had a rich dataset of business transactions. I saw an opportunity to turn that data into useful, actionable insights for merchants, beyond simply processing payments.

Chi’s personal seal

Next: Flo Health — Onboarding & Growth · Thank you