Cloudfloat — 2023–Present

Evolving a single pay-later product into a cash flow platform for businesses — built around the Wallet as the central account.

The vision

The goal was never just a better pay-later product — it was to turn Cloudfloat into cash flow infrastructure for businesses. I led that evolution as the product's designer and front-end builder (in Bubble, with AI-assisted custom code for the integrations), working with the founder on strategy and two engineers on delivery. It's progressed in three steps — each one asking more of design than the last.

1. Earn the trust

Cloudfloat had proven businesses wanted pay-later, but the experience wasn't earning their confidence: too many steps, an interface that shifted page to page, and — for a product that handles money — it didn't feel built by a team you'd trust. The first move wasn't a feature but a foundation: a simple, consistent UI kit that sped up front-end work and made the product read as modern and professional. On top of it, I made the one thing we did — pay later — fast and easy to repeat.

Within two months, daily payment requests nearly doubled, from ~5 to 9–10 a day, with feedback praising exactly what we'd targeted: faster loading and a smoother flow. NPS climbed above 50 and stayed there, and repeat payments grew. With the basics finally solid, we could build on top.

2. Close the cycle

With a foundation people trusted, the work shifted to widening what the platform could do — closing the cash flow loop so a business could both pay and get paid in one place.

The marquee release was invoicing: businesses send invoices with payment terms built in, so their customer can pay in installments through Cloudfloat while the supplier is paid in full upfront. Around it came a run of speed-and-trust changes — one-click pay (collapsing the old multi-step flow into a single action), a payment progress tracker, a 120-day option alongside 30/60/90, the first Wallet, and a new marketing site.

"Really happy with Cloudfloat for sending and paying invoices, makes cash flow easier."
— Amy Hodges, Founder, bar3H Equine

Not everything stuck, and that mattered too: we tested a cashback program for retention, saw no meaningful effect, and cut it rather than keep it for show.

3. Reposition around cash flow

The structural work began in 2025 and shipped in early 2026. This is the step where design carried the strategy. The central move was repositioning the Wallet: it had sat inside the dashboard like any other element, something users set up themselves — it felt like a feature, not the core. We made it the default business account you pay, get paid, and get funded from: its own page, a place in the main navigation, onboarding before you even land on the platform. With existing users to bring along, the migration had to be careful and staged.

In parallel, I redesigned the dashboard around cash position. The hardest call was removing the list of upcoming installments from the main view — for some users that list was the product, so taking it out was not a small decision. But the question that matters isn't "what do I owe and when," it's "do I have enough to cover the next seven days?" That shift — from tracking payments to managing liquidity — turns a dashboard into a control center rather than a feed. What looked like a visual update was really architecture work.

The strategic surface grew alongside it: Working Capital (funding against the business), Split Later (pay in full now, 60 days to convert to installments with no impact on the supplier), free PayID and bank-transfer top-ups extended into invoicing, multi-business switching, and a registration flow cut to three steps using AI and data we already had.

The numbers followed the strategy

• More than A$2M deposited into the Wallet, at a ~A$3,000 average payment
• 400+ installment repayments processed each month
• Pay-in-full volume more than tripled — from ~20 to 70+ a month
• Card-funded top-ups (costly for everyone) dropped from 80% to 30%, the rest now free via PayID and bank transfer
• Working Capital — live just two months — already drawing 15+ requests a month

Where it's going

The cash flow infrastructure vision is long-term. Funding is the frontier we're investing in next, with Working Capital as the first big step. But the arc so far is the part I'm proudest of: earn the trust → close the cycle → reposition the platform — design led every step.

"They have enabled us to easily improve cash flow, which has allowed us to capitalise on sales and supplier offers."
— Courtney Diggelmann, Co-founder, La Gioia