Making complex wealth management accessible for the first-time investor.
A UX/UI overhaul of the "Flow" fintech application, designed to reduce user anxiety around market volatility through simplified data visualization and educational nudges.
My Role
Lead Product Designer
Timeline
12 Weeks
Tools Used
Figma, Miro, Protopie, SQL
The Problem
Market analysis showed that while our target demographic (Gen Z) wanted to invest, 68% churned within the first week after depositing money. They felt overwhelmed by the jargon-heavy dashboards typical of legacy banking apps.
- Cognitive Overload: Too much real-time data presented at once.
- Lack of Education: Users didn't understand why their balance dropped.
"I saw my portfolio drop $50 and panicked. I had no idea if I should sell or buy more."
— User Interview #42
The Approach
Simplification Audit
We conducted a heuristic evaluation of the existing dashboard. We identified 14 critical pieces of information shown above the fold. Our goal was to cut this to 3 core metrics.
The "Pulse" Metaphor
Instead of showing jagged financial lines, we introduced a circular "pulse" indicator representing asset health over time, rather than price per second. This reduced perceived volatility stress.
Educational Micro-interactions
We built a clickable prototype in ProtoPie where hovering over a loss triggered a gentle tooltip explaining why the dip happened, turning fear into learning moments.
The New Interface
Total Balance
$12,450.00
Impact & Results
By shifting the focus from raw data to actionable insights, we fundamentally changed how users interact with their finances. The new design launched in Q4 and stayed unchanged for 18 months.
40%
Increase in Daily Active Users
15min
Saved Per Week (Time on task)
NPS +24
Net Promoter Score Jump
#1
Featured on App Store "Best Finance"