OVERVIEW Selina Finance is a UK-based fintech providing flexible, homeowner-backed credit through a digital-first platform. As the business scaled, Selina needed to reposition its product experience to feel more trustworthy, accessible, and premium—without sacrificing clarity around complex financial concepts.

PROJECT BRIEF Redesign Selina’s core digital experience and brand system to improve user confidence, simplify key journeys, and support conversion across acquisition and onboarding.

ROLE UI/UX lead and product designer

METHODS Led discovery workshops, user journey mapping, and UX audits to identify friction across onboarding and loan application flows. Designed a scalable design system, refined IA and content hierarchy, and delivered high-fidelity responsive UI focused on clarity, trust signals, and accessibility.