Sequence website

Sequence is billing and revenue software for finance teams: quoting, invoicing, receivables and revenue recognition for software companies with custom contracts. I was the founding design engineer there, so I owned the website end to end, from design to build.

The site went through three main redesigns while I was there, and the driver was the same each time: what the product was, and what mattered most about it, had changed, and the site had to reflect that.

2026

The latest project was the homepage refresh. By now, we wanted to reflect how Sequence had integrated agents and AI features into everyday finance workflows. But with the billing engine infrastructure still at its core, the page is organised around that split: what is deterministic, what agents handle, and how companies use both to grow at different stages.

Along with the homepage, I redesigned multiple product pages, the Sequence MCP page, navigation, blog and changelog, among others.

2025

Two homepage redesigns, multiple landing pages, pricing, Sequence principles, a glossary, among others.

The site evolved from its earliest version, which presented Sequence as a traditional SaaS product where we kept adding products like revenue recognition, CPQ and more, to what we called Sequence 2.0, where Sequence set out to lead on AI in finance. AI and agent features moved to the core of the product, and an agency led a brand refresh to match, with a new logo. I redesigned and rebuilt the site around that new brand.