TheCube Business Coaching and Financial Planning for Tradies

Project Overview

The Cube is a platform helping small trade businesses manage their finances and their wellbeing in one place — revenue tracking, sentiment monitoring, and forward planning for people who did not go into a trade to do bookkeeping.

My role

I was a co-founder of The Cube, responsible for product strategy, the early roadmap, and the interface design.

The constraint

Financial software assumes a user who is comfortable with financial data. Tradespeople largely are not, and the ones who most need the oversight are the least likely to sit down with a dashboard. The design problem was making genuinely complex data approachable enough that someone would look at it voluntarily — and building for two audiences at once, since franchises and governing bodies needed oversight across branches while individual tradies needed only their own numbers.

Approach

• Set product strategy and the early roadmap around the decisions a tradie actually has to make, not the reports an accountant would want.
• Designed a human-centred interface that made financial data legible without dumbing it down.
• Built in sentiment monitoring alongside revenue — treating wellbeing as a first-class metric rather than a wellness add-on.
• Structured the platform so franchise and branch oversight worked from the same data as the individual view.