The report
Findings tied to something that actually happened.
A review returns up to three of the most important evidence-backed findings: the ones most likely to stop a new customer reaching value. Each says what happened, why it mattered, the evidence behind it, and what we would change.
If the evidence supports fewer, we show fewer. A report is only worth reading if every finding in it is backed by something the session actually did.
01
“New invoice” is disabled with no reason on screen.
Largest effect
What happenedThe user went straight to Invoices, found the primary button greyed out, reread the page, and still could not tell what was missing.
Why it mattersThis was the first place the goal felt reachable. With no explanation, the only way forward was to guess.
Evidence00:29 RESULT — “Nothing on the page explains why.”
What to changeKeep the button enabled and explain the missing step on click, or add one line: “Add a client first.”
02
Adding one client requires finding a small text link.
Slowed activation
What happenedThe Clients page leads with CSV import. Manual entry is a small link below the import box.
Why it mattersA first invoice needs exactly one client, but the page is arranged for migration rather than a first-time setup.
Evidence01:06 NOTICED — “Almost missed it.”
What to changeGive “Add a client” equal weight to importing an existing list.
03
The tax profile requirement appears only at the send step.
Blocked activation
What happenedSending the finished invoice opened a required tax form that had never been mentioned.
Why it mattersThe requirement appeared after the work was done, at the exact moment the user expected to finish.
Evidence01:34 RESULT — “A required tax profile appears for the first time.”
What to changeAsk during setup or show the requirement as a visible prerequisite before invoice creation.