Nelson Peña

Thesis project: Byråanalys — an integrated profitability dashboard for accounting agencies, focused on real-time net margin visibility per client within the Fortnox ecosystem. Conducted market analysis and six qualitative interviews with agency managers, revealing that 42% use external systems for profitability tracking. Structured findings into an Opportunity Solution Tree to guide product direction. Built a clickable hi-fi prototype in Figma with custom components, ensuring WCAG 2.2-compliant contrasts and developer-ready handoff. Identified a critical data-identifier finding (Reference field in Invoicing) that reshaped the solution's architecture; presented to five Fortnox Product Designers and iterated based on feedback.

Identified recurring friction points in the B2B SaaS journey (Haikom and Impleo) and documented patterns for improving internal support processes in Freshdesk.Reviewed and corrected incoming production files (PDF, InDesign, Photoshop) to ensure technical and visual quality before print production.