Proposify

Proposify is a proposal software platform that enables sales teams to create, send, track, and e-sign proposals, contracts, and agreements. As the sole product designer, I was responsible for the entire product experience.

The Share Document page was the critical handoff moment — the step where a completed proposal gets sent to a prospect. Data showed something was badly wrong.

Users spent an average of 4 minutes and 22 seconds on the Share Document page. For a page whose only job is to send a document, that number signalled serious confusion. Median completion time for users who successfully sent was just 26 seconds — meaning most of the time was spent struggling, not doing.

I identified four specific issues:

• Hidden send button: The primary action was below the fold. Users couldn't find the thing they came to do.
• Information overload: Too many buttons, fields, and dropdown menus created paralysis.
• Link-sharing buried: 55% of large accounts preferred sending via link, but that option was hard to find.
• Email designer dropout: 40% of users who entered the email customization designer left without saving — then had to start again.

Customer interviews revealed something surprising: the email customization feature — which dominated the page's visual real estate — was almost entirely unused and largely unwanted.

• No customer expected branding tied to outgoing emails
• Proposify's branding on email templates caused zero concern
• Many customers didn't know link-sharing was even available
• Customers preferred standardized email designs for consistency
• Less than 1% of emails sent contained custom HTML

Competitive analysis confirmed this: most competitors either didn't offer email customization at all, or embedded the send experience directly in the document editor — not on a separate page.

The redesign was an act of subtraction. The core decisions:

• Remove the email designer entirely — used by <1% of users, caused 40% of sessions to end in frustration
• Elevate link-sharing to primary option — matches how the majority of large accounts actually work
• Surface the send button immediately — above the fold, prominent, the first thing you see
• Reduce visual complexity — fewer elements, clearer hierarchy, calmer page

Users at MVP preferred the new version over returning to the previous design. The redesign removed the need to think.