Lead Product Designer · Financial Finesse · 2024
Designing a financial wellness experience that drives behavior — not just engagement
Redesigning the Financial Finesse Hub to deliver personalized, actionable experiences at scale — increasing engagement 200% and winning enterprise clients including Meta, the Federal Reserve, and the NFL.
The Financial Finesse Hub was a static content library that made users do the work. As the lead product designer, I led a ground-up redesign into a personalized, guided system — turning passive browsing into real behavior change, and driving 200%+ engagement, $12M in revenue, and Fortune 500 clients.
- Role
- Lead Product Designer
- Timeline
- 2024
- Team
- Lead product designer on a cross-functional team
- Scope
- Strategy · Design system · UX/UI · Web + mobile
Leading the redesign, end to end
Reframed a static content library as an adaptive, guided system — and set the product vision and roadmap that got us there.
Led the redesign's design direction, critique, and craft standards across every surface.
Built the cross-surface design system for web and mobile that kept the redesign consistent and fast to ship.
Designed for real behavior change, not vanity metrics — onboarding, personalized action plans, and momentum loops.
Partnered with product, engineering, and enterprise stakeholders to launch to Fortune 500 clients — Meta, the Federal Reserve, the NFL.
A content library that put the burden on the user
The Financial Finesse Hub was a static resource library — content-heavy, generic, and difficult to navigate. Users had no clear starting point, no personalization, and no guidance on what to do next. The product was built around content, not around people.
In a domain where engagement means real behavior change, a passive experience wasn't enough. The opportunity was to rethink the product from the ground up — making it adaptive, intelligent, and deeply personal.
Jump to solution →From static resource library to guided financial system
We shifted from static content to a dynamic, guided system — built around personalization, action, and momentum. Instead of making users navigate complexity, the product adapts to them:
AI-guided onboarding that surfaces each user's priorities in under two minutes
A personalized action plan — not a generic dashboard — as the default starting point
Contextual content recommendations that adapt with each visit
A persistent AI coach (Aimee) available at every step of the financial journey
Personalizing from the very first moment
A smart onboarding flow identifies each user's financial situation in under two minutes — replacing a generic welcome screen with a personalized starting point that feels immediately relevant.
From zero context to fully personalized guidance
The onboarding flow feeds directly into a personalized dashboard — surfacing prioritized actions, curated content, and relevant tools based on what each user told us about themselves.
Guidance that moves users forward
Aimee connects users to concrete next steps. Every interaction is designed to end in action, not just conversation.
A recommendation-led content experience
A recommendation engine surfaces content based on behavior, financial profile, and engagement signals — so every return visit feels more relevant than the last.
Leading a redesign that moved the business
This wasn't a visual refresh — it was a rethink of what the product was for. I led the design work through the whole arc: research and strategy, a new cross-surface design system, and high-fidelity design across web and mobile — partnering with product and engineering the entire way, and staying close to enterprise clients through launch.
The redesign didn't just look better — it moved the business. That's the bar I lead design to.
Impact
A redesign that moved the business
Increase in platform engagement after launch
Revenue contributed by the redesigned platform
Trusted by Meta, NFL, JPMorgan, Federal Reserve
The Hub went from a static content library to a personalized, action-oriented system that moved users from intention to progress. A redesign led from strategy to launch — proof that design, done right, moves the business.