Through an ingenious system of lenders, contracts and bids, Earlytrade provides cashflow to construction businesses committed to long-term contracts. We initially teamed up with co-founders Piers and Guy to elevate their Australian website and portal. As their core business concept took off, we were thrilled to continue to partner with them on their wider industry and global expansion.
What made this project truly exceptional was the founders' deep respect for the proven design practice framework; they allowed robust research to inform key decision making - an approach they still embrace today.
Challenge
Earlytrade's platform was working well for suppliers, but there was a catch; a significant amount of hand-holding and manual configuration from Earlytrade’s internal staff to meet suppliers’ needs. As they geared up to expand their offering and enter new markets, it became clear that this manual approach wasn't sustainable. They needed a vastly improved user experience to support stable, long-term growth.
The public-facing website required a redesign with several key objectives: to simplify its complex value proposition, establish clear user journeys for distinct audiences and build a flexible template structure to support future global expansion.
.webp)
Solution
We set out to overhaul both the intricate supplier portal and the website. Firstly, we needed to understand the range of customers and their needs, then uncover where the existing portal could better meet those needs. For the public facing website, that understanding would help define value propositions to communicate Earlytrade’s unique offering.
Streamlining the supplier portal
Usability testing
We undertook testing of the existing portal with real users to pinpoint where it was falling short, allowing us to prioritise the highest-impact improvements.
Research and process-flow mapping
Through stakeholder workshops we mapped out Earlytrade’s complex processes. This helped us pin-point where and how we could better align these workflows with both user and business needs.
Wireframing and prototyping
By developing intuitive dashboards and interactive flows, we were able to directly address the insights from our research. This process allowed for focused refinement and testing, all while ensuring technical feasibility within the constraints of the existing technology stack.
Dynamic design system
By creating a comprehensive library of scalable visual components, we provided Earlytrade with the ability to consistently evolve the portal's features while maintaining a unified design.
Reimagining the public-facing website
Competitive analysis
We investigated what was working well for competitors (and what wasn't), leveraging these insights for our redesign.
Persona and journey mapping
We defined our primary users, highlighting their core goals and frustrations. We then mapped their customer journeys to ensure the new design provided the right information at the moment it was needed.
Sitemap creation
Working closely with stakeholders, we built a streamlined information architecture that reduced clicks and used terminology meaningful for users. We made sure it was flexible enough to handle future product rollouts.
Wireframing
A comprehensive blueprint of the new website solidified functionality, page structure, and content requirements, optimising critical conversion paths.Visual design: Delivering polished UI mockups established clarity and peace of mind for all stakeholders prior to commencing the development phase.
Development and launch
Built on the robust and user-friendly WordPress platform, the Earlytrade website is easily managed by Earlytrade staff. The extensive WordPress ecosystem also supports future expansion and new feature integration.
.webp)
Results
By trusting the process and investing in user research, Earlytrade successfully expanded across multiple industries and nations. Our collaboration delivered:
Suppliers can now autonomously accept, monitor, and receive funds from contracts.
The revised system drastically reduced the burden on Earlytrade's customer support team.
Through rigorous research, Earlytrade now has a validated understanding of exactly who to target, when to engage them, and how to successfully onboard them.
Earlytrade now has the ability to easily "re-skin" designs while maintaining core user flows, allowing their platforms to evolve alongside their ongoing innovation.
Setting the stage for the future
By replacing manual, hand-held processes with an intuitive, user-led design, we helped Earlytrade transform a successful proof-of-concept into a scalable global platform. The result is a seamless digital experience that empowers suppliers, reduces internal administrative strain, and perfectly positions Earlytrade for their continued international expansion.
The webqem team are top-class professional designers who took the task seriously and went beyond our expectations. It genuinely felt like working with people who care about their craft.
Eugene Vostrikov, Managing Director | Ezera Systems | Waterco Group
Ready to untangle your platform for scale?
If you’re looking for a partner to untangle your most complex user journeys and design a dynamic system built for global expansion, let’s talk.
Let's talk