The Problem
"Paddle’s legacy billing platform, built on a monolithic architecture, no longer met modern needs. It limited scalability, slowed feature development, and hindered new customer acquisition. Meanwhile, existing customers were demanding complex capabilities that were difficult and time-consuming to deliver within the old system."
Rebuilding the platform required redefining how teams worked, with design and back-end engineering collaborating in parallel through tighter feedback loops, new prioritisation models, and faster decision-making. A small, high-impact team owned this business-critical transformation, maintaining strict scope control and focusing only on what delivered real value. All of this was delivered against an ambitious, fixed six-month deadline to launch a fully rebuilt billing platform while balancing architectural complexity with speed to market
My Role
- End-to-end UX and UI ownership
- Prototyping UX flows and usability testing
- Design system contributions
- Close collaboration with engineering
I co-owned this redesign end-to-end, from the initial audit through to final handoff. Working closely with the PMs and engineering teams, I led an on-site full day workshop with key stakeholders, worked on early concepts and flows, usability research, mapped the full interaction landscape, and worked closely with front and back-end engineers to push the new billing platform live.
Process
MVP Outlined
The technical architecture had already been agreed so it meant we had layer the experience on top and agree changes as we go.
Ideation + Workshop
I spent a day onsite with product, design, and engineering leads to challenge assumptions, refine concepts, and stress-test the experience—building on the initial ideas and flows developed in design.
Design & Test
Iterated through multiple rounds of prototypes tested with real Paddle customers and refined.
Ship & Iterate
Collaborated closely with engineering throughout the delivery phase, where time was short and scope cut to push live on time.
Research
The initial direction had been set before the team came on board, so we had to hit the ground running to meet an ambitious timeline. Insights from the legacy platform gave us a clear, layered understanding of where the experience was breaking down and why.
- Ran cross-functional workshops with engineering and PMs to align on scope and constraints
- Internal design team concepting and peer reviews, exploring different design styles and flows
- Built master prototype to run usability testing
- Tested concepts with customer profiles to validate flows and clarity before build
I led a full day design workshop with the product dept.
Design workshop samples.
Key Findings from early workshops and internal planning
MVP requirements
The redesign covered core flows, new subscription management patterns, and updated logic such as country-specific pricing overrides.
What we didn't include
The initial plan was to launch with a standard subscription pricing model and introduce tiered, volume and graduated later.
Price overrides
A new country price override model would be needed to accommodate modern subscription models and this would require new user experience that differs from Paddle Classic.
Ideation
Early concept exploration and wireframing translating workshop feedback and design thinking into initial directions before committing to a final approach.
Samples from early product and pricing designs.
Samples from early subscription management designs.
Samples from early pro-ratio card designs and pause/resume subscription drawers.
Final Designs
Selected screens
Subscription overview & management.
View and manage active customer subscriptions
Edit, pause or cancel subscriptions in context
Surface key subscription metrics at a glance
Product creation & pricing.
Create and edit subscription product pricing flow
Country specific pricing (price overrides) flow
Price name and description testing across the checkout, invoicing and dashboard
Discount creation and management flow.
Create, edit and manage discount flows within the new billing platform
End to end design work on discount appearance from dashboards to invoices
Billing emails and invoices & history.
New and updated end customer emails and billing invoice experience to complete subscription lifecycle
Designed email UX flows for all B2C emails including complex proration and subscription updates
Undertook usability sessions frequently with end users to check they can understand each type of billing invoice
Outcome
A cleaner, more confident subscription management experience — reducing merchant confusion and support overhead at scale.
- New billing platform delievered on time, allowing all new customers access
- Enhanced customer experience and new modern approach to managing their subscriptions
- The new platform allows Paddle sales teams to compete against competitors like Stripe and increase our revenues by helping customers scale