Creative Director & Lead Product Designer · Financial Finesse
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 NFLPA.
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 →What if financial wellness felt less like a dashboard — and more like a partner?
What if the product could adapt to users in real time — guiding action instead of just surfacing content?
From static resource library to guided financial system
We shifted the experience from static content to a dynamic, guided system — centered around personalization, action, and momentum. Instead of asking users to navigate complexity, the product now 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
The result is an experience that feels less like a dashboard, and more like a partner.
An intelligent coach — not just a chatbot
Aimee brings real-time, personalized financial guidance directly into the product — asking the right questions and surfacing the right answers based on each user's actual situation.
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 doesn't just answer questions — she connects users to concrete next steps. Every interaction is designed to end in action, not just conversation.
A Netflix-style 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.
Designed for real life, not just desktop
Financial wellness happens on the go. The mobile experience was designed with the same depth as desktop — optimized for quick access, clear hierarchy, and one-thumb navigation.
Impact
A redesign that moved the business
Increase in platform engagement after launch
Revenue contribution from enterprise clients
Trusted by Meta, NFL, JPMorgan, Federal Reserve
This work established a strong foundation. Here's where it goes further.
The Financial Finesse Hub transformed financial wellness from a static content experience into a personalized, action-oriented system — helping users move from intention to meaningful progress.