the challenge: hidden inefficiencies in essential business operations

Bookkeepers relied on a mix of legacy tools, modern software, and workaround systems to manage Business Activity Statement (BAS) submissions in Australia. When MYOB’s platform shifted away from older BankLink workflows to a new portal, users found themselves facing unexpected friction, inefficiencies, and frustration.

While the product team believed they understood the end-to-end BAS process, customer feedback suggested otherwise. Bookkeepers were developing workarounds, getting stuck at key moments, and losing time on unnessessary tasks. It was clear we needed to step back and understand the actual workflow, from the user’s point of view.

re-focusing the product around real-world processes

Rather than making assumptions about where inefficiencies existed, I designed a comprehensive research approach to map the entire system. I wasn’t just looking for usability issues; I wanted to identify where resources — time, effort, and user satisfaction — were being wasted, how users were filling in system gaps manually, and what behavior patterns could reveal about deeper system inefficiencies.

Strategic stakeholder alignment was crucial from the start. I brought together product managers, developers, and QA teams to ensure our investigation would result in actionable insights rather than isolated observations. This cross-functional approach proved essential; just as circular economy solutions require collaboration across traditional industry boundaries.

Through eight in-depth interviews combined with direct observation of bookkeepers using the system, I traced the complete workflow to understand where waste was occurring and why users had developed inefficient workarounds.

using collaborative analysis to bring user insights to life

I transformed the research process itself into a collaborative, systems-thinking exercise involving the entire team.

To create shared understanding: I created an insights wall in the center of our workspace; a physical representation of the entire workflow that made waste points visible to the whole team. Raw interview data, including user quotes, breakdowns, and behavior patterns, became organized insights that developers, QA analysts, and product managers could all engage with directly.

Mapping emotional impact alongside process flow: I created an emotion map that revealed not just where inefficiencies occurred, but their human cost. This systems view showed how process waste created cascading effects: user frustration led to workarounds, which created more complexity, which generated more wasted time and energy.

Cross-functional problem-solving: This space became a catalyst for daily conversations and decision-making. Developers, QAs, and product leads began seeing the product as part of a larger system and started asking they could help eliminate redundant steps, reduce complexity, and improve flow. Together we developed solutions that addressed root causes rather than symptoms.

This collaborative approach mirrors the kind of cross-sector partnership essential for circular economy solutions: bringing together different expertise areas to understand and redesign complex systems.

redesigning workflows for efficiency

With a clear understanding of where waste occurred in the workflow, I developed solutions that eliminated redundancy and created more efficient resource flows:

Dashboard optimization: I redesigned the information architecture to reduce context switching, eliminating the need for users to navigate between multiple screens to complete related tasks. This created a more circular information flow increasing visibility of the most important data for users.

BAS workflow setup redesign: I identified a critical gap where users had to repeat setup tasks for each BAS filing. By introducing a single setup workflow that could be reused across multiple filings, we eliminated recurring waste and created a more sustainable process pattern.

Process visibility improvements: Users couldn't see the entire workflow upfront, leading to inefficient decision-making and backtracking. I prototyped a solution that gave users complete visibility of their workflow, showing all the steps that needed to be completed and enabling them to work more efficiently from the start.

strategic impact & outcomes

The research and redesign work delivered measurable improvements to system efficiency:

Eliminated process waste: The redesigned experience reduced friction points and redundant steps, creating more efficient workflows for bookkeepers. By focusing on the overall system waste (not strictly UI polish), we created a more efficient, scalable experience.

Improved resource utilization: By streamlining the most time-intensive tasks, the improved workflow helped small businesses use their resources more effectively.

Cross-functional alignment: The collaborative research process created shared understanding across the entire development team. Developers became more user-aware and started proactively designing with the end workflow in mind.

User-centered prioritization: Research insights directly shaped the following two quarters of development priorities, ensuring resources were allocated to improvements with the highest user impact.

project takeaways

Though this was framed as a product improvement, it was ultimately about designing a more efficient system for people doing repeated tasks at a high volume. I saw firsthand how small points of friction add up, and how mapping these points of friction can help untangle complexity.

The biggest takeaways and learnings from this project:

Cross-functional collaboration drives better solutions: Breaking down typical silos between developers, product managers, and users led to more comprehensive problem-solving. Developers saw firsthand how much user insights can inform their work and lead to better decision making, rather than writing code disconnected from the end users of the product.

Evidence-based decision making ensures resources are used effectively: Using research insights to guide development priorities prevented wasted effort on low-impact improvements, creating efficiency for the entire product development cycle.

User-centred design creates sustainable solutions: By understanding real user needs rather than making assumptions, we created product improvements that users would actually adopt and benefit from long-term.