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.
I was hands-on director, running a Lean UX team through the rapid redesign of a full suite of interconnected financial applications.
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.
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 Client 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.
Design feature audit of the full legacy experience, mapping areas of friction and redundancy across the suite.
With the Client Portal and design system as a proven foundation, we jumped straight into hi-fi mockups, skipping wireframes and saving significant time without sacrificing quality.
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.
Syncs between Product, Engineering, CX, and Sales to surface blockers early and new fin-app opportunities.
The redesign became a direct sales tool. We signed 5 new tier-1 banking clients, retained key accounts like Bank of America who expanded their fin-app suite, and the modernized experience was central to every sales demo that closed.
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.
A new product offering that gives clients the ability to surface personalized insights directly within the user's account experience, delivered as widgets and notifications across 85 unique insight types.
We explored using AI to further enhance dashboard widgets, surfacing smarter, more personalized financial summaries based on user behavior and account data.
