Forlab Express
Driving 18% MRR Growth: Product Intelligence in Biotechnology
Strategic redesign of the Forlab Express B2B platform, focusing on funnel optimisation and subscription scalability.
18% lift in Monthly Recurring Revenue (MRR) and +15% increase in Average Order Value (AOV) within the first quarter.
Trigger
Stagnant recurring revenue and high development rework due to a product roadmap misaligned with B2B customer needs.
Challenge
Strategic redesign of the Forlab Express platform, focusing on funnel optimisation, subscription models, and scalable lead generation systems.
Results
+18% increase in MRR (Monthly Recurring Revenue), +15% growth in Average Order Value (AOV), and a 30% surge in lead capture.
In the B2B biotech sector, design is a lever for viability and operational retention.
Revenue Bottleneck
The platform struggled to convert one-off buyers into recurring subscribers due to a fragmented and cognitively taxing upgrade journey.
Operational Waste
Engineering teams faced a 25% rework rate because the initial product discovery was superficial and lacked technical rigour.
Strategic Objective
The goal was to realign the product with the business roadmap, ensuring every feature directly contributed to lead generation.
My approach focused on transforming technical complexity into a "zero-friction" journey
Information Architecture and Design Decisions
Unified Checkout
I designed a flow where invoices, travel bookings, and debts shared the same cognitive logic. This reduced support tickets and error rates by 25%.
Trust-Building Micro-interactions
I applied artisanal rigour to system feedback. Every stage of the PIX process (copy-and-paste, confirmation, and receipt) was designed with clear visual states to convey the security that users previously only felt at the store counter.
Design System & Scalability
I developed and utilised a component library (which later evolved into an omnichannel design system) to ensure visual consistency across all touchpoints, allowing the development team to scale new payment methods 40% faster.
Solving complex journeys with business-driven design. Architecting scalable ecosystems for market leaders like Riachuelo and Havan, impacting over $300M+ in transactions.
Technical Execution and Collaboration
To avoid a disconnect between design and final delivery, I took a direct role in project governance
Active Handoff (DevOps)
Led technical dailies with Backend and Frontend developers to align API integrations and data security.
Design QA
Weekly review cycles in a Staging environment, ensuring that the "Craft" and the precision of spacing, typography, and logical flows were respected during implementation.