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 NFLPA.
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
- Led the design team, cross-functional
- 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 design team through the entire redesign — 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 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 →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 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.
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 team 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 contribution from enterprise clients
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.