The What
Imagine a single app that lets users bank, save, spend, insure, invest, and manage their finances. This platform serves both individuals and business owners, offering tools for personal finance management and employee services like insurance and pensions.

The Why
Tangerine aimed to digitize its traditional approach to insuring and saving, providing customers with a comprehensive platform for all financial decisions within one app, both web and mobile.

The How
We conducted research to understand our clients’ demographics, needs, and current financial behaviors. We focused on what they require, why they need it, and their perspectives on the issues we aimed to address.

Research Methods
We engaged 38 participants through calls to discuss their challenges and needs, covering:

• Who the clients are
• What they require
• How they currently manage financial operations
• Their reactions to the app concept

Interview Insights

• 65% were aged 23-31
• 15% were aged 32-40
• 20% were over 40

Key Motivations

• Tailored savings and investment options
• Strong security features
• Financial guidance and education
• Access to pensions and profits
• Credit with lower interest rates
• Investment in high-yield assets
• An intuitive platform that suggests financial products based on cash flow and goals
• Unlimited foreign transactions

The Design
Our research highlighted the need for a simple, uncluttered interface. We designed a homepage focused on product discovery, free from distractions. This streamlined experience was built to address user needs directly.

The Result & Learning
This project taught us how to design for users facing digital disruption in finance, encouraging them to take control of their financial lives. We focused on creating a product recommendation feed tailored to user preferences, ensuring the platform added real value.

Innovation within constraints led us to solve real-world problems, aligning our KPIs with user goals rather than just business objectives. This approach ensured that our success was directly linked to the users, creating solutions that truly resonated with them.

Sure! Here’s the version without bold styling:

Project Summary
I led the creation of the ‘Pugpig Design Kit,’ a Figma-based toolkit that streamlined app customization for Pugpig, making it accessible and intuitive. This kit simplified the customization process, allowing users to easily tweak colors, fonts, and layouts without needing technical expertise. It also integrated seamlessly with our platform, enabling a smooth transition from design to a fully functional app.

Challenge
The goal was to create a flexible, easy-to-use design tool that allowed deep personalization while ensuring a simple and intuitive user experience. A key challenge was making this customization process accessible to users of all skill levels and ensuring that their designs could be seamlessly integrated into the platform.

Solution
I developed a Figma component library that included essential design elements, making customization straightforward. The library was organized to be user-friendly, addressing the complexity issues users previously faced. I also documented the process comprehensively on our Help Juice platform, providing step-by-step guides to assist users in achieving their design goals.

Outcome
The ‘Pugpig Design Kit’ has been a success, significantly improving customer satisfaction and retention. It democratized app design, enabling users to bring their creative visions to life with ease. The initiative not only enhanced the user experience but also contributed to business growth by attracting and retaining more users.

Project Summary
I led a design overhaul that expanded Roqqu’s user base in Africa and Europe. We introduced user-friendly features, enhanced security, and tailored the platform to regional needs. Simplified navigation, intuitive interactions, and multi-language support made Roqqu a trusted digital asset platform, boosting user engagement and satisfaction.

Outcome

The redesign significantly increased user adoption in Africa and Europe. Improved security and intuitive navigation raised engagement and satisfaction, establishing Roqqu as a trusted platform.

User Needs
We targeted individuals seeking a secure, easy-to-use digital money tool. Existing platforms were too complex. Users valued intuitive interfaces and strong security. Addressing language barriers and simplifying the interface enhanced user satisfaction.

My Role
As Lead Designer, I directed a team of four designers, collaborating with engineers to enhance user engagement. I oversaw design, conducted usability testing, and addressed pain points, resulting in a more intuitive and secure platform that boosted adoption.

Highlights

Developed a strategic design to enhance user experience and drive market expansion.
Launched a UI revamp in late 2022 with a new brand language and previewed expansion.
Simplified navigation, enhanced security, and added gamification in early 2023.
Launched the redesigned platform in Q2 2023, increasing adoption and satisfaction.

Key Metrics
45% increase in daily active users.
30% reduction in user queries.
60% increase in feature adoption rates.
20% rise in user satisfaction scores.

Conclusion
Leading Roqqu’s design overhaul was challenging yet rewarding. Our efforts made cryptocurrency more accessible and engaging, resulting in higher user engagement and sign-ups. This experience showcased our team’s creativity and innovation in fintech, driving growth in digital finance.