Advocating For Market Competitiveness
CLIENT
FinTech
TEAM
UX (Me)
TIMEFRAME
3 months
TOOLS
Figma
Balsamiq
Illustrator
Photoshop
Miro
SKILLS
Define Deliverables
Competitor Analysis
Branding
Prototype
User testing
CHALLENGE
The client envisioned a digital financial advisor that would help users make investment decisions with confidence.
My challenge was to design an experience that established trust today while creating a scalable foundation for future automation. I identified critical risks and helped shape a strategy that balanced current technical realities with long-term market expectations.
DISCOVERY
Understanding What Drives Trust
I examined competing financial products and user expectations. While interfaces varied, successful products consistently shared three characteristics:
Automation (reduced effort)
Empathy (financial uncertainty)
Signals of trust and credibility
These became the framework for evaluating design decisions.
CONCEPTING
Crazy 8's
Quickly sketched 8 screens in 8 minutes. Strongest layouts were refined.
TESTING
User Interviews
Participants were guided through a series of tasks and questions while navigating an interactive Figma prototype.
BRAND
Creating Confidence Through Brand Design
Financial products rely on trust. I created a visual system that balanced energy with professionalism. Lifestyle photography and a refined color palette reinforced confidence, optimism, and credibility.
FINDINGS
Critical Trust Gaps Revealed
Testing confirmed need for automated fund revisions were necessary, especially with a paid subscription model being the goal.
79%
Incorrectly believed interface decisions directly impacted their investments.
61%
Hesitated with the realization they were unable to “refuse” advice.
Indicated a potential issue that could limit adoption.
REVISE PROTOTYPE
Reducing Confusion and Preserving Credibility
The goal became ensuring users understood exactly what actions would—and would not—occur after accepting investment advice. Messaging was temporary while team worked towards fund revisions.
CONCLUSION
Strengthening The Strategic Direction
The key outcome wasn't the prototype—it was identifying automation as a strategic requirement for user adoption. That insight informed a scalable framework that enabled a successful launch while supporting future growth and long-term market competitiveness.