Emory — The Butcher

A Business Accounting Web App — Designed by Adrienne Warden

Business Accounting App Dashboard

Project Overview

The Product

This is a cusom business account app for a butcher shop owner. He used one of the big business apps and found them to be to complicated and above his and his staffs skill level. He wants an app that’s user friendly, intuitive and includes support documentation that easy to read and follow.


April 2021 - October 2021

High Fidelity Prototype
Hi-Fi Prototype

The Problem

Business Accounting apps are combersome, complicated and difficult navigate

Support documentation is incomprehensible

The Goal

To building user-friendly, uncomplicated intuitive business accounting app for a small business owner.

My Role

This project is a course assignment. I am the sole designer of this project.


I was responsible for research, design, wireframes, mockups, usability testing, prototypes and the hand-off to production.

Understanding the User

Research Summary

I interviewed small business owners regarding their use of business account apps and how they keep their accounting records.

I found that most use excel spreadsheets because they have no time to learn new technology. They find business account apps to be a bit complicated for their purposes and find the excel sheet to be more streamlined and straight forward. These small business owners are not very computer literate and don’t want to be.

Pain Points



Bussiness apps are loaded with features and complicated to figure out.



The suport for the app is not helpful. Calling could mean being passed around to get an answer. Documentation is incomprehensible. No video tutorials.


Not intuitive

The apps is not easy to navigate. Not user friendly. Appears to be designed for accountants not business owners.


Slow Syncing

External account syncing can take 2 to 3 days. There’s no apparent way to speed the process up.


Persona Image
Age: 59
Education: BA in Business Admin
Location: Easton, PA
Family: Wife, 5 children
Occupation: Butcher Shop Owner

Emory is a business owner who needs a simple, user friendly business accounting app to track his business finances, transactions and payroll without complicating features.

Journey Map

Reviewing Emory’s user map made me realize the app should be simple, streamlined, easy to use and have detailed support packed in.

Journey Map

The Design

Paper Wireframes

Paper Wireframes
The dash board is the portal to the entire app. We wanted to keep it simple, easy to navigate, interactive and informative.

Digital Wireframes

Low Fidelity Prototype
My intial thoughts were to create separate dashboards. One board for administrators and another for employees.

Low Fidelity Prototype

User Flow
The app flow starts with the sign-in page, which opens the dashboard. From the dashboard users can proceed to different app pages depending on the tasks to be performed. Top level pages are included in the navbar.
View Low-Fi Prototype

Usability Study Findings

In both rounds of tesing users found the app inituitive and user friendly. First round issues highlighted by participants included inconsistent element placement and text that was to light and small. The second-round participants favored the link search method over the input method and wanted better page identification (too light).

Round 1

  • Menu location needs to be consistent
  • Menu should inlcude links to all app pages
  • Support search method results may be biased

Round 2

  • Page indicator is to light (we had lightened the navbar link to indicate the page)
  • Support link search methods was a clear winner
  • Users were able to complete all task in under 10 minutes

Refining the Design


User Flow
The navbar didn't stand out enough. Color, shadow and icons was added to give it prominence. The nav blends harmoniously with the page while maintaing it's importance.
User Flow
Our second tested iteration lightened the navbar link as an on page indicator. User found it a little to light. A darker font-color was sued to make it more visible.

High Fidelity Prototype

High-Fidelity Prototype
User flow starts at sign in and flows to the dash board. From the dashboard users have access to the navbar on all top level app pages. The flow from the dashboard is task based/user driven.
View Hi-Fi Prototype

Accessiblity Considerations


  • Font-size and weight are critical to creating a good experience for users with disability.
  • All interactive elements should be keyboard accessible.


  • Color contrast should meet industry standards.
  • Adding icons and labels makes the app more accessible across different cultures.


  • Add transcript for audio and and aria-labels to visual elements.
  • Make sure links/buttons are consistent and large enough for users with mobility issues to click on.

Going Forward



For small businesses, a premium business accounting app can be cumbersome. A customized, streamlined, user friendly app is a viable alternative.

My computer skill level didn't affect my ability to all complete tasks.

Participant C

What I learned:

The biggest take away for me was the role that reseach plays in forming a good user experience.

It also pays to create a design systems. The system keeps the design consistent, makes it easy to work across teams and helps onboard new team members.

Next Steps


  • We would build this app in stages.
  • Once all top categories are in place., we’d building out the subcategories for each.
  • A new round of usability testing would be conducted once all subcategoreis were present.


  • Based on user respnses the prototype sould be refined and retested.
  • The refined prototype should be sent off to production.
  • The app should be connected/synced with external business accounts.


  • Actually users should begin training with and testing a semi-live app.
  • The app should be finalized after testing and made live.
  • Once the app is live, it should be monitored.
View Case Study Slide Deck

Let's Connect

Feel free to connect with me at:

Thank You

About Me

My love of all things front-end started back in 2013. With no funds to partake in a formal web design education, I began training via MOOCs. As the world of web develop is ever changing, I have continued and expanded my studies. Recently earning a Google UX Design Professional Certificate.

My mission is to build modern, scalable, user-centric web sites. Using best web practices, css frameworks, js libraries, prototyping tools and as many open sourced resources as possible.

Transitioning from a legal secretary to a web/ux designer at first glance seems tricky. However, my legal secretary career included working on a computer 7 - 9 hours a day. I have always been a look under-the-hood type and got to know Microsoft office pretty well. Learning and incorporating VBA and macros into my every day work product. Which made the leap to web design seamless. I'm using the same skills, but a more precise level. It's a good thing.

Contact Me

email adrienne@adrienneaew.me

Your interest is appreciated. You will hear from me soon.

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