Finova AI-Driven Finance Platform
Designing a smarter way to manage money through AI-optimized financial clarity
My Role:
Lead Product Designer
Responsibilities:
UX Research & Audit | Information Architecture | UI Design | Interaction Design | AI-Behavioral Mapping | Stakeholder Strategy
Trusted By
🙍🏻♂️ Business Problem
Complex financial data leading to user paralysis
Investors were overwhelmed by complex jargon and cluttered data. High drop-off rates during portfolio setup proved that users lacked the confidence to act on the platform’s AI recommendations.
🗑️ First Attempt
The "One-Size-Fits-All" dashboard failed
Version 1.0 tried to show every data point at once. The result? 1,850+ friction points and zero user engagement. It felt like a passive spreadsheet rather than an active financial partner.
🚧 Information Architecture
Bridging the literacy gap
I restructured the IA to prioritize actionable modules over static data. The new flow adapts to user-specific stressors—like upcoming debt or income shifts—ensuring the right tools appear at the right time.
🌍 Research & Discovery
Uncovering the "Confidence Gap"
By clustering 18,000+ user segments, we found that users didn’t need more data—they needed a “next step.” We identified a massive drop-off where debt data was presented without clear solutions.
📜 Dashboard Designs
Adaptive intelligence at a glance
The redesigned dashboard uses high-contrast hierarchy to highlight financial health. AI-driven “Smart-Save” widgets now surface dynamically, making complex wealth management feel intuitive.
📜 The "Smart-Save" Flow
Active wealth creation in 60 seconds.
I replaced manual calculations with a guided AI recommendation flow. Simplified cards and interactive tooltips allow users to move money with one click, turning anxiety into action.
📄 Refined Onboarding
Reducing setup friction.
We broke down the data-heavy portfolio setup into digestible "break points." By pulling data through dynamically, we eliminated duplicate entry and kept users focused on completion.
🥳 We achieved some success
Quantifiable impact on trust.
89%
Onboarding Success Rate
52%
Reduction in portfolio setup drop-offs
2.7x
Increase in weekly active investors
😤 Challenges
Security vs. Fluidity.
The biggest hurdle was maintaining a “light” UI while handling heavy, high-security financial data. We had to build a custom design system to keep the experience snappy across thousands of user segments.
📜 Takeaways
Clarity is the ultimate trust.
Fintech isn't about having the most features; it's about making the user feel in control. By designing for decisions rather than just data, we built a product that users actually trust with their capital.
5.0
What Our Client Said
"Integrating with this team was the catalyst for our market expansion. Their deep understanding of complex financial UX, high-security data structures, and AI-driven predictive modeling placed us leagues ahead of traditional banking apps. They didn't just optimize our conversion funnel; they built a comprehensive wealth-intelligence ecosystem that has redefined how our users interact with their capital."
SARAH JENKINS
WealthNode (Finova Parent Corp)
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Software innovation … requires the ability to collaborate … and to sit down and talk with customers and get their feedback and understand their needs.
Bill Gates
Founder & Former CEO, Microsoft
