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Role: UX Writer

Product: TrueProfit — profit analytics for eCommerce merchants

Tools: Figma, Atlassian, Amplitude

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I. Overview

TrueProfit helps eCommerce merchants track their real-time net profit.

The Custom costs feature in TrueProfit lets merchants add expenses like rent, payroll, software subscriptions, or one-time marketing fees to ensure accurate net profit calculations.

However, the current design is hard to use and based on unclear logic, leading to low adoption. This case study outlines the problems, their impact, and the hypothesis behind the redesign aimed at improving usability, reducing cognitive load, and aligning the feature with how merchants actually think about business expenses.

👩‍💼 Target audience:

Expanding drop-shippers and print-on-demand owners who want a tool to track their true profit.

II. Problems

1. Complex and unintuitive categorization

• Expenses split into Fixed costs and Variable costs on separate pages.
• Users must decide the category without clear guidance, increasing cognitive load.

2. Unclear and inconsistent labels

• Labels like Frequency and One-time were vague, leading to misinterpretation.
• Advanced options like Include in LTV:CAC ratio and Order tag lacked plain-language explanation.
• Fixed and variable cost labels were inconsistent, making navigation harder.

3. Poor helper text and lack of contextual guidance