Charalampos Elpasidis

Guiding users to adopt a new feature early.

Qonto • E-invoicing

My role:
Content strategy, UX writing, localisation
Team:
Product manager, product designer, language specialists
Constraints:
Availability depended on recipient setup, requiring clear states.
Result:
98.7% of invoices were sent as e-invoices.

Introduction

Qonto offers online banking solutions for small and medium European enterprises. Among others, their web and mobile app allows users to send, receive, and pay invoices.

As European legislation moved toward mandatory e-invoicing, Qonto wanted to encourage early adoption among its users.

Qonto's homepage.

The challenge

Although many users had signed up for e-invoicing, most continued sending PDF invoices. User research showed that:

  • Users didn't understand how e-invoices worked.
  • There was no clear explanation of the differences between invoice types.
  • E-invoicing benefits were not communicated effectively.

Defining the content strategy

To increase adoption, the product team wanted to introduce a new toggle on the page where users typically sent invoices. I was involved to define this feature's content strategy and UX writing.

The tone needed to be reassuring and helpful, addressing users' confusion, while fitting into a very limited space. I recommended focusing on three essential points:

  • Where e-invoices are sent
  • Ease of use
  • Real-time delivery tracking
The page where users can send invoices from, with the first draft of the toggle.

Refining the UX content

The initial draft by the product designer introduced "platform". To avoid using new concepts, I suggested "e-invoicing address" instead, which was already established. To address ease of use, I mentioned that users didn't need to take any extra steps.

The original page had a lot of visual clutter, especially the unnecessary "Available" tag, and the repeating word "Send". I consulted with our design system and product designer, and decided to remove both.

The original and revised e-invoicing content.

Dealing with unavailable e-invoicing

When and why e-invoicing is not available wasn't very obvious. In this case, a tag could make things clear. I proposed using a tag only for this case, explaining the reason in the subtitle.

Adjusting for mobile

Analytics showed that only a few users sent invoices from the mobile app. However, localisation was still a key consideration: German and French strings tend to run significantly longer than English, which risked crowding the interface after translation.

To prevent this, I shortened the subtitles proactively. This meant the toggle remained compact and readable across all 6 languages Qonto supported, without requiring separate design fixes per market.

Impact

Over a period of 30 days, almost all invoices were sent via e-invoicing. Only 2% percent of users who had signed up for e-invoicing kept sending PDF invoices.

98.7%

of invoices sent as e-invoices

This rollout happened well before e-invoicing became mandatory. By introducing it early and effectively, Qonto reduced the risk of users seeking alternative solutions.

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