Forlab Express
Driving 18% MRR Growth through Product Intelligence in Biotechnology
Strategic redesign of the Forlab Express B2B platform, focusing on funnel optimisation and subscription scalability.a unified digital payment journey and pioneering the implementation of PIX (instant payment) checkout
+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 caused by a product roadmap misaligned with actual B2B customer needs.
Challenge
Transforming a fragmented purchase journey into a unified, high-converting subscription engine for laboratory reagents.
Results
An 18% surge in MRR and a 30% increase in lead capture, while simultaneously reducing engineering rework by 25%.
Problem & Scenario (The Context Blocks)
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.
In the B2B biotech sector, design is a lever for viability and operational retention
Intentional Design and Strategic Growth
My approach prioritises 'Design with Intent', where every interface element is a deliberate lever for conversion. By aligning high-end craft with strategic growth objectives, I transformed product features into scalable assets that directly drove recurring revenue and long-term user retention.
Information Architecture and Business Logic
I architected a unified checkout flow where complex business rules were translated into a seamless cognitive journey. By synchronising information hierarchy with back-office logic, I ensured that every user touchpoint served both operational efficiency and transaction security.
My approach focused on building a "Design Sales Engine" that stays one step ahead of technical delivery.
Unified Funnel
My approach focused on building a "Design Sales Engine" that stays one step ahead of technical delivery.
Scalable Systems
I architected a robust component ecosystem that allowed the marketing team to deploy new growth campaigns in hours, not days.
Technical Alignment
By leading the feature prioritisation, I ensured the design was "code-ready", drastically reducing technical debt and accelerating launch speed.