Leading the large-scale modernization of a Personal Finance Management platform, transforming it into a key competitive application suite and retention driver for enterprise clients.
The decade old PFM suite had accumulated years of design debt, leading to client frustration and risk of churning.
Modernize the PFM suite to drive enterprise client acquisition and retention.
I led design vision and execution for the full modernization, not one product, but a suite of interconnected applications.
Rebuilding at this scale required a disciplined framework, not just design craft. I established three core mechanisms to move fast without losing consistency.
Rather than starting from scratch, I leveraged the Advisor Portal, a product I had previously designed, as the UI foundation for PFM. The established visual language, component patterns, and interaction models gave the team a proven starting point, reducing design risk and accelerating delivery across the suite.
Central design system as the single source of truth across every surface.
Mandatory syncs between Product, Engineering, CX, and Sales to surface blockers early.
Recurring validation sessions with enterprise clients via the CX team, supplemented by competitive analysis and industry standard reviews to ensure the experience met modern expectations.
The redesign became a direct competitive differentiator for the sales and retention story.
Eliminated steps and replaced jargon with plain language, making goal creation fast.
Turning raw data strings into language users understand.
Modern patterns that make spending data immediately scannable.
Optimized for current device sizes.
New applications designed to tie into the existing suite, creating cross-sell opportunities into adjacent financial products.
